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Brand avoidance among Generation Y consumers

Brand avoidance among Generation Y consumers Purpose – 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. Design/methodology/approach – A qualitative study consisting of both focus groups and interviews was conducted among Generation Y participants. Findings – 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. Research limitations/implications – 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. Practical implications – 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. Originality/value – 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1352-2752
DOI
10.1108/QMR-03-2015-0019
Publisher site
See Article on Publisher Site

Abstract

Purpose – 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. Design/methodology/approach – A qualitative study consisting of both focus groups and interviews was conducted among Generation Y participants. Findings – 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. Research limitations/implications – 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. Practical implications – 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. Originality/value – 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.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Jan 11, 2016

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