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Brand Avoidance: The Potential Negative Role of Communication
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre (MMTC).ORCID iD: 0000-0002-6633-632X
Gordon Institute of Business Science, Business school in Sandton, South Africa.
Department of Marketing Management, University of Pretoria Private, South Africa.
2017 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Brands continue to be regarded as critical in the success of an organisation, serving as a key contributor to an organisation’s competitive advantage (McDonald, de Chernatony, & Harris, 2001). Research in branding has largely focused on the positive aspects, such as brand love, brand attachment (Japutra, Ekinci, & Simkin, 2014; Thomson, MacInnis, & Whan Park, 2005), with a dearth of research focusing on the negative aspects of branding such as brand hate, brand aversion and brand avoidance (Cherrier, 2009; Dalli, Gistri, & Romani, 2006; Lee, Conroy, & Motion, 2009a). Previous research on brand avoidance identified five types namely experiential avoidance, identity avoidance, moral avoidance, deficit-value avoidance and advertising (Knittel, Beurer, & Berndt, 2016; Lee, 2008; Lee et al., 2009a; Lee, Motion, & Conroy, 2009b) (see Figure 1). With previous research generally ignoring the role of advertising on negative brand aspects, this paper seeks to broaden our understanding by not only considering advertising but the role of communication as a type of brand avoidance.

Place, publisher, year, edition, pages
2017.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-35574OAI: oai:DiVA.org:hj-35574DiVA: diva2:1097107
Conference
12th Global Brand Conference: Sensory Branding, Kalmar, 26-28 April, 2017.
Available from: 2017-05-22 Created: 2017-05-22 Last updated: 2017-05-22Bibliographically approved

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Berndt, Adele

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CiteExportLink to record
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