2014
DOI: 10.1080/08911762.2014.932879
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Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity

Abstract: This report provides an overview of the concept of prepurchase brand avoidance, by identifying the motivating factors in a developing nation. Additionally, the authors aim to explain the negative effect of country-of-origin familiarity leading to brand avoidance. Relationships between constructs (undesired self, negative social influence, perceived animosity, and perceived risk) were hypothesized and data were collected via an online survey, where 286 respondents provided an evaluation for the brands they avoi… Show more

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Cited by 89 publications
(91 citation statements)
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References 115 publications
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“…Altogether, consumer brand hate antecedents can be analyzed through two major components: [1] company-related antecedents and [2] consumer-related antecedents. The anti-branding factors are dissatisfaction as a consequence of product or service failures [6,34,38,47]; disappointment with a brand or discontentment with irresponsible company practices [48][49][50]; and ideological contrast, or a failure to perfectly fit personal and company values [34,51,52]. Regarding consumer-related antecedents, it emerges that brand hate is probably affected by consumers' own personality.…”
Section: Antecedents and Outcomes Of Brand Hate: A Brief Descriptionmentioning
confidence: 99%
“…Altogether, consumer brand hate antecedents can be analyzed through two major components: [1] company-related antecedents and [2] consumer-related antecedents. The anti-branding factors are dissatisfaction as a consequence of product or service failures [6,34,38,47]; disappointment with a brand or discontentment with irresponsible company practices [48][49][50]; and ideological contrast, or a failure to perfectly fit personal and company values [34,51,52]. Regarding consumer-related antecedents, it emerges that brand hate is probably affected by consumers' own personality.…”
Section: Antecedents and Outcomes Of Brand Hate: A Brief Descriptionmentioning
confidence: 99%
“…When a brand does not truly represent itself in accordance with the consumers' image, the concept is called symbolic incongruity (SI). According to Khan and Lee (2014) customers purchase those brands that are identical with their image or meaningful in their daily lives. Zarantonello et al (2016) in their study of brand hate identified symbolic incongruity as a predictor of brand hate, and they used the term "taste system" rather than "symbolic incongruity" in their study.…”
Section: Symbolic Incongruitymentioning
confidence: 99%
“…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).…”
Section: Introductionmentioning
confidence: 99%