2011
DOI: 10.1108/ejm.2011.00745kaa.001
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Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence

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Cited by 140 publications
(224 citation statements)
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“…Romani et al (2008) suggest the negative feelings toward a brand may result from an intentional or accidental disruption in the product's performance, which is also notified by other authors Lee et al, 2011). Dislike arising from a product failure was also frequently highlighted in this study, either in the form of absolute lows in performance or relatively lowers priceperformance ratios.…”
Section: Reasons For Brand Dislikementioning
confidence: 69%
“…Romani et al (2008) suggest the negative feelings toward a brand may result from an intentional or accidental disruption in the product's performance, which is also notified by other authors Lee et al, 2011). Dislike arising from a product failure was also frequently highlighted in this study, either in the form of absolute lows in performance or relatively lowers priceperformance ratios.…”
Section: Reasons For Brand Dislikementioning
confidence: 69%
“…It was only during the last decade that the topic of anti-consumption and one of its components -brand avoidance -attained more scientific attention [23][24][25]. Even though the interest in the topic is growing, there is still a lack of comprehensive understanding of anti-consumption and its motives.…”
Section: Problem Statementmentioning
confidence: 99%
“…Nevertheless, anti-consumption does not essentially mean that people would entirely discontinue using particular products or services; it also includes reclamation, rejection and restriction of consumption [23]. Anti-consumption has been studied from many several perspectives and can take a lot of numerous kinds [25], like rejects ethical consumption brand avoidance [38], voluntary simplification, brand rejection [22], consumer resistance, anti-branding, sharing, anti-consumption inspired by means of undesired image congruence and self [41].…”
Section: Brand Avoidance Motivatorsmentioning
confidence: 99%
“…It is mainly reflects in functional value and individual enjoyment. If product harms a person's personal safety and health, and thus violates their trust in the brand technology reliability, consumers will experience the loss of emotional distress and psychological trauma (Lee et al, 2011) [11]. Consumers will form functional and aesthetic expectations about product or service in the process of consumption, if enterprises provide inferior products will lead to not meet expectations, it can cause consumer dissatisfaction.…”
Section: Motives For Anti-brand Behaviormentioning
confidence: 99%
“…When consumers are wrongly treated by enterprise, brand avoidance and retaliation will emerge (Grégoire et al, 2009) [10]. Lee et al (2011) think that anti-consumption does not necessarily mean that people would completely stop consuming certain products or services, as it also covers rejection, restriction, and reclamation of consumption [11].…”
Section: Concept For Anti-brand Behaviormentioning
confidence: 99%