Search results

The purpose of this paper is to investigate the perceptions of food anti-consumption in fast growing markets within an emerging economy context of Turkey.

Recently posted customer comments, complaints and suggestions related to the selected fast-food chains were examined from the following domains: Facebook, Instagram, Twitter and Sikayetvar.com. These comments were reviewed, assessed and classified by four trained independent raters. After examining the comments one-by-one the raters arrived at the final (triangulated) decision regarding the comment’s category after an iterative process including cross-examination.

Reasons for fast-food avoidance were primarily linked to customers’ negative past experiences (experiential avoidance). Identity avoidance, moral avoidance and interactivity avoidance.

The paper adds to the anti-consumption literature by examining the food avoidance framework of Lee et al. (2009) in an emerging market context. New categories were identified for reasons of food avoidance which have not been identified before in the anti-consumption literature such as interactivity avoidance.

The increased practitioner and academic interest in negative brand phenomena highlight the need for the development of practical scales to be used for empirical investigations. Therefore, this paper aims to draw on existing conceptualisations to provide a theoretically grounded yet practically oriented scale for examining brand avoidance and its protocols.

The study uses a sample of 575 consumers from two developing countries to create a parsimonious brand avoidance scale. Partial least squares structural equation modelling is used to analyse the data through a systematic formative measurement approach

This paper finds brand avoidance to be a multidimensional, second-order construct with five first-order dimensions: moral avoidance, identity avoidance, deficit–value avoidance, experiential avoidance and advertising-related avoidance. The paper further validates this scale by testing with non-purchase intention and identifies its positive relationship with brand avoidance.

This study fulfils the calls in the literature to provide a measurable scale for studying negative brand phenomena in consumer–brand relationship research.

The purpose of this research is to explore the reasons for brand avoidance among Generation Y consumers. Researchers have traditionally focused on the positive relationship between consumers and brands, but, increasingly, consumers are consciously avoiding brands.

A qualitative study consisting of both focus groups and interviews was conducted among Generation Y participants.

The findings support previous research that identifies four types of brand avoidance, namely, experiential, identity, moral and deficit-value avoidance. However, the study also suggests that an additional type of brand avoidance, namely, advertising avoidance, also occurs. Aspects of advertising that can contribute to brand avoidance include the content of the advertising, the use of a celebrity endorser and the music in the advertising, as well as the response to the advertising. This study thus proposes an expanded framework of brand avoidance.

This study has found support for the existing types and reasons impacting brand avoidance but suggests that advertising may also impact brand avoidance. This is an aspect that requires further research.

For marketing managers, the findings suggest that not only can product experiences result in brand avoidance, but that advertising may be a further reason for this phenomenon.

While there has been a great deal of attention on the positive aspects of brands, research on the negative aspects has largely been ignored. Further, the identification of advertising as a reason for brand avoidance is also suggested.

The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance.

A qualitative approach is adopted by interviewing 15 active members of organizations that represent ethical concerns for the well-being of animals, the environment and humans.

The study indicates that consumers with a strong value-based perspective on consumption (such as ethical consumers) may reject brands in two different but interrelated ways. In essence, the study reveals characteristics of brand avoidance that have not been discussed in earlier research, in terms of two dimensions: persistency (persistent vs temporary) and explicitness (explicit vs latent).

The study shows the importance of considering the phenomenon of brand avoidance, as it may reveal fundamental challenges in the market. These challenges may relate to consumer values that have not been regarded as important or that have been thought of as relating only to a specific group of consumers.

The ethical consumers' views represent new insights into understanding brand avoidance.

The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance.

A qualitative approach is adopted by interviewing 15 active members of organizations that represent ethical concerns for the well-being of animals, the environment and humans.

The study indicates that consumers with a strong value-based perspective on consumption (such as ethical consumers) may reject brands in two different but interrelated ways. In essence, the study reveals characteristics of brand avoidance that have not been discussed in earlier research, in terms of two dimensions: persistency (persistent vs temporary) and explicitness (explicit vs latent).

The study shows the importance of considering the phenomenon of brand avoidance, as it may reveal fundamental challenges in the market. These challenges may relate to consumer values that have not been regarded as important or that have been thought of as relating only to a specific group of consumers.

The ethical consumers' views represent new insights into understanding brand avoidance.

The purpose of this paper is to examine a form of anti-consumption termed moral avoidance.

The study builds and tests a model of moral avoidance, using a sample (n=457) of adults aged 50-94 years.

Two distinct forms of this type of anti-consumption emerged, one based on exploitation of eco-systems and one on exploitation of humans. Ecology concerns and perceived consumer effectiveness are significant antecedents to both forms, while ethical ideology also impacts anti-consumption for social reasons. Greater numbers practice this form of anti-consumption for social reasons than for ecology reasons.

The study uncovers new underlying reasons why people practice moral avoidance and in so doing guides managers in their targeting and decision making.

The study is the first to demonstrate that this form of anti-consumption has two different perspectives: planet and people. Moreover, older adults are important ethical consumers, but no previous study has explored them from an anti-consumption perspective.

Non-suicidal self-injury (NSSI) is distinguishable from suicide attempts (SAs) on a number of psychological and motivational factors. However, in corrective services settings, NSSI and SA are not clearly distinguished in assessment impacting on intervention. The purpose of this paper is to examine if any attributes differentiate lifetime history of SA+NSSI, NSSI and SA presentations in inmates who had recently been assessed in custody by a risk intervention team.

A comprehensive clinical assessment and file review was conducted with 87 male inmates (including a no self-injury control group) in two large correctional centres in New South Wales, Australia, to determine if three self-injury groups differ from the control group and if the three self-injury groups differ from each other across a range of static, trait, environmental and clinical characteristics.

The SA+NSSI group was most different from the control group (27/59 variables), and from the SA group (10/59 variables), predominantly across trait and clinical correlates. The SA group was least different from the control group (2/59 variables: suicide ideation, childhood physical abuse).

It was found that the presence of SA+NSSI history is an indicator of increased psychopathology. A history of SA only appears not readily associated with psychopathology. The self-injury subgroups reflected different clinical profiles with implications for risk assessment and treatment planning.

Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth during the past decades in the cosmetic industry. In this frame, the purpose of this paper is to identify the weight of each of the five key drivers of brand hate and to analyze if these weights are the same (or not) for drugstore and luxury make-up brands regarding.

To carry on this paper, brand haters in the make-up industry were contacted with the help of cosmetic influencers. Participants of the online questionnaire (N = 162) were existing young makeup consumers. They were divided into drugstore and luxury makeup brand haters by classifying their identified hated brands into either group.

The authors’ results showed, first, that experiential, identity, moral, deficit-value and advertising avoidance all had a positive effect on brand hate, being identity avoidance the strongest one. Second, drugstore and luxury makeup brand haters do not differ, as far as no differences were identified in the strength of each avoidance type on brand hate.

There is a gap in the literature related to the absence of work investigating brand hate in the make-up industry; moreover, studies measure whether brand hate drivers are the same (or not) for luxury brands and drugstore brands that compete in the same arena. In this framework, this research will provide a specific industry context involving young consumer opinions. Research into consumer–brand relationships has been largely focused on the positive forms, while the negative forms are still a relatively newer area of academic interest. Even more, brand hate has been investigated from a multidimensional approach linking proposals from different authors has been tested.