“…The negative aspects associated with brands -such as brand hate, brand rejection and brand avoidance -have not received as much attention. While some investigation into anticonsumption (Cherrier, 2009;Hogg, Banister, & Stephenson, 2009) and the role of ethical issues in this phenomenon (Rindell, Strandvik, & Wilén, 2014) has been undertaken, the concept of brand avoidance has not been extensively researched (Khan & Lee, 2014;Lee, Conroy, & Motion, 2009a;Romani, Grappi, & Dalli, 2012;White, Breazeale, & Webster, 2012). Consequently, understanding the negative aspects of brands is regarded as being just as important as understanding the positive aspects, highlighting the need for this research (Hogg & Banister, 2001;Lee, Fernandez, & Hyman, 2009b).…”