Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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
Brand Avoidance: A study focusing on Marketing Communication within the Sportswear Industry in Sweden
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (7)
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (7)
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (7)
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background

Until today, branding in positive forms has been widely researched. It has been studied why consumers choose certain brands and how companies can increase brand loyalty. On the other hand, literature lacks studies on negative branding, which now becomes more interesting to gain more knowledge about. One knows that it is of equal importance to investigate why people would avoid a brand as what makes them purchase a brand. Hence, the topic of anti-consumption and in particular brand avoidance is something that demands more research.

Purpose

In 2016 Knittel, Beurer and Berndt conducted a research on brand avoidance on products and came to the conclusion that advertising is an additional factor affecting brand avoidance. However, brand avoidance has not yet been researched on a specific industry. Today’s sports industry spends a tremendous amount of money on advertising, thus it is of great interest to investigate how advertising can have a negative effect on the sports companies. Therefore, the purpose of this thesis is to investigate and gain deeper understanding of what components of advertising affect brand avoidance within the sportswear industry.

 

Method

This thesis was best researched by an exploratory study using a qualitative and abductive approach. Interviews and focus groups have been used as data collection methods. The interviews were held with different companies within the sportswear industry and provided data to create focus groups from as well as first visions on crucial components within advertising. The focus groups provided further understanding on which components that could contribute to brand avoidance due to advertising from a consumer’s perspective.

 

Conclusion

Findings of this thesis show that several components of advertising can lead to brand avoidance within the sportswear industry. The authors conclude the thesis by presenting an extended and revised model of advertising components of brand avoidance, whereas the advertising category is renamed to marketing communication. In total, eight components were identified: content, collaborations, music, channel, trustworthiness, frequency, timing, and response. The revised framework provides new information within brand avoidance for both academics and marketing managers within the sportswear industry.

Place, publisher, year, edition, pages
2016. , p. 65
Keywords [en]
Brand Avoidance, Anti-consumption, Advertising, Marketing Communication, Sportswear Industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-30316ISRN: JU-IHH-FÖA-1-20160332OAI: oai:DiVA.org:hj-30316DiVA, id: diva2:933978
Examiners
Available from: 2016-06-17 Created: 2016-06-07 Last updated: 2017-06-09Bibliographically approved

Open Access in DiVA

fulltext(3171 kB)2459 downloads
File information
File name FULLTEXT01.pdfFile size 3171 kBChecksum SHA-512
d85234d45023b2a36457f180eb914fd9a5ca53769071b3720390046f3db01726ec631fd9ac2fa3d1faebc069b9f94adec7df2f2a334d2916db1aca6eca21c2d5
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Holmström, Anna-SaraAlmqvist, ThereseForsberg, Moa
By organisation
JIBS, Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 2463 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 3349 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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