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Brand avoidance among the Chinese consumers in the mobile industry: The main drivers of the brand avoidance among the Chinese customers with the quantitative description.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Brand avoidance is a new topic in consumer behavior research. The purpose of the study was to find the main driver(s) of the brand avoidance behavior among the Chinese mobile consumers. The study was based on the core framework of Lee, et al. (2009) and Knittel et al (2016). The study also applied Ma’s research (2012) to segment the Chinese mobile consumers. A survey was conducted based on the literatures. The findings show that Chinese mobile consumers do not share the same driver for the brand avoidance behavior, the main driver for fashion-taste consumers, trendy but cost-efficient consumers and conservative consumers is moral and identity avoidance. Rational and price-sensitive consumers avoid the brand because of the moral and identity avoidance, and the experiential avoidance for product. Business communication consumers avoid the brand because of the moral and identity avoidance and advertising avoidance. Organizations can use these findings to adjust their marketing strategies and content accordingly.

Place, publisher, year, edition, pages
2017. , 79 p.
Keyword [en]
Anti-consumption,Brand avoidance,Smart phone,Chinese consumers,Chinese Mobile Phone Industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-35957ISRN: JU-IHH-FÖA-2-20170337OAI: oai:DiVA.org:hj-35957DiVA: diva2:1107648
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2017-06-12 Created: 2017-06-09 Last updated: 2017-06-12Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf