Motivations of the brand avoidance

Abstract

THE AIMS OF THE PAPER

Present study demonstrates the widely known and debated consumer-brand relationship, particularly focusing on the phenomenon of brand avoidance. However, the traditional consumer researches focus predominantly on the consumer loyalty, the examination of negative consumer-brand relationship is actual. The extant literature on the field brand avoidance is scarce.

METHODOLOGY

The research is based on a primary research. Three depth-interviews and two focus group researches were carried out in autumn, 2018 in order to find out the motivations of brand avoidance.

MOST IMPORTANT RESULTS

Based on previous supposition the motivation of the brand avoidance are caused by symbolic consumption (self-expression) which means consumers avoid certain brand because of the brand personality, brand image and the typical brand user. Partly, the results of the qualitative research certifies this supposition, but the functional factors and the message of the advertisement are important elements for the brand avoidance as well.

RECOMMENDATIONS

It is important to discover which factors are the those key elements that cause the brand avoidance. Firstly, if we know these factors we can prevent for more losing consumers. Secondly, nowadays the opinion of consumers is critic for the brand successful, because the negative word of mouth (WOM) might be harmful.