scholarly journals Motivations of brand avoidance

2020 ◽  
Author(s):  
Dóra Tamasits
Keyword(s):  
Qualitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Brand Personality ◽  
Negative Word ◽  
Consumer Loyalty ◽  
Symbolic Consumption ◽  
Extant Literature ◽  
Brand Relationship ◽  
Functional Factors

Present study demonstrates the widely known and debated consumer-brand relationship, particularly focusing on the phenomenon of brand avoidance. However, the traditional consumer researches focus predominantly on the consumer loyalty, the examination of negative consumer-brand relationship is actual. The extant literature on the field brand avoidance is scarce. It is important to discover which factors are the those key elements that cause the brand avoidance. Firstly, if we know these factors we can prevent for more losing consumers. Secondly, nowadays the opinion of consumers is critic for the brand successful, because the negative word of mouth (WOM) might be harmful. Based on my previous suppositions the motivation of the brand avoidance are caused by symbolic consumption (selfexpression) which means consumers avoid certain brand because of the brand personality, brand image and the typical brand user. Partly, the results of the qualitative research certifies my previous suppositions, but the functional factors and the message of the advertisement are important elements for the brand avoidance as well.

Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Oanh Dinh Yen Nguyen ◽  
Jenny (Jiyeon) Lee ◽  
Liem Viet Ngo ◽  
Tran Ha Minh Quan
Keyword(s):  
Word Of Mouth ◽  
Negative Word ◽  
Behavioural Intention ◽  
Consumer Loyalty ◽  
Negative Effects ◽  
Content Type ◽  
Product Consumption ◽  
Loyalty Intention ◽  
Consumption Situation ◽  
Context Specific

Purpose The purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering the context-specific nature of emotions, the existing crisis emotions were further validated in a product consumption situation. Drawing on the theories of attribution and social sharing, a conceptual model, positing that crisis-specific emotions [attribution-independent, external-attribution-dependent (EAD) and internal-attribution-dependent (IAD) emotions] influenced negative WOM through behavioural intention, was constructed and empirically tested. Design/methodology/approach Data was collected from 240 Vietnamese consumers by using a scenario-based survey related to a fictional milk crisis. Findings The study findings showed that all but one crisis emotion had negative effects on both WOM and loyalty intention. Of these emotions, EAD and IAD were the strongest predictors of negative WOM and behavioural intention, respectively. It was also found that all crisis emotions significantly affected negative WOM through behavioural intention. Originality/value Although some efforts have been made to identify crisis emotions, the validity of the existing scales have not been affirmed in other crises related to product consumption situations. The results of the present study, thus, made contributions by enhancing an understanding of crisis emotions and their impacts on consumer loyalty intention and WOM communications.

Issues With the Importance of Branding, Brand Personality and Symbolic Meaning of Brands in the Smartphone Industry

2019 ◽  
pp. 56-97
Author(s):  
Dominic Appiah ◽  
Wilson Ozuem
Keyword(s):  
Word Of Mouth ◽  
Identity Theory ◽  
Brand Personality ◽  
Negative Word ◽  
Symbolic Meaning ◽  
Comparative Advertising ◽  
Managerial Practices ◽  
Brand Switching ◽  
Social Creativity ◽  
Positive Effect

The extent to which a brand expresses and enhances one's identity is determined by the level of brand identification and this has a positive effect on word-of-mouth reports. Identification is often linked to the causes and aims of the organization; in instances where the organization is known to stand for a particular cause, consumers are likely to identify with the mission of the company and furthermore to demonstrate loyalty to its products. Drawing on the identity theory perspective, this chapter aims to examine the resistance to brand switching in the smartphone industry. The findings suggest that brand identifiers sometimes proactively generate negative word-of-mouth about brands that they do not identify with, especially after they are exposed to comparative advertising. Several insights regarding the literature on resistance to brand switching in the smartphones industry were identified, including conceptualizing social creativity. Suggestions are offered for future researchers, and implications for managerial practices on the study findings are provided.

Breaking Up is Hard to Do: The Ups and Downs of Divorcing Brands

2014 ◽  
Vol 6 (1) ◽  
pp. 28-33 ◽  
Author(s):  
Susan Fournier
Keyword(s):  
Word Of Mouth ◽  
Negative Word ◽  
Brand Relationships ◽  
Clear Cut ◽  
Best Friend ◽  
Brand Relationship ◽  
Point Of No Return ◽  
Platonic Love ◽  
Speed Up ◽  
The Relationship

Abstract Relationships with brands are like relationships between people. Even when they were very close, they can fail for diverse reasons. The disadoption of favorite brands doesn't happen overnight. It tends to be an extended, often painful process and not a clear-cut, one-off event. Breakups are not isolated to the person and the brand. Friends and family often get involved and offer their opinions and advice. Other brand relationships are also affected by the disconnection, and this can speed up or delay the process of breaking up. The brand relationship changes its form and can go from being a best friend to a platonic love, a distant friend, a stalker or even an enemy. A breakup is never the end of the relationship. Rather, it redefines the relationship and is part of a never-ending cycle of change. If the former relationship is perceived positively, it is easier to eventually activate and intensify it. If negative aspects prevail, negative word of mouth is a danger and companies must be able to counter it. Some relationships reach a point of no return. But there are also customers who might regret having abandoned a brand. With some sensitivity, it might be possible to win them back.

Brand Trust Determinants and Customer Switching Resistance

2020 ◽  
pp. 499-520
Author(s):  
Ali Ahmed Abdelkader ◽  
Hossam Al- Din Fathy Mohamed
Keyword(s):  
Mobile Phone ◽  
Significant Relationship ◽  
Word Of Mouth ◽  
Brand Image ◽  
Brand Personality ◽  
Brand Trust ◽  
Brand Reputation ◽  
Customer Switching ◽  
Stratified Sample ◽  
Research Findings

Customer switching resistance (CSR) is the highest level of loyalty because it means that a customer will be loyal and be sustained even if disruptions occur. This research aims to determine and analyze the determinants of brand trust and its relationship with customer switching resistance. To accomplish these objectives, a random stratified sample of 376 customers was selected from population of mobile phone companies in Egypt. The research findings emphasized that there is a significant relationship between brand reputation, brand personality, word of mouth, and brand image (as a whole and each one of them separately) and brand trust. The findings also reveal that there is a significant relationship between brand reputation, brand personality, word of mouth, and brand image (as a whole and each one of them separately), brand trust and customer switching resistance. These results assure the importance of the brand trust and its determinants to promote customer switching resistance at mobile phone companies in Egypt.

scholarly journals Brand Betrayal: A Comprehensive Study to Examine the Indicators and Consequences of Brand Betrayal Towards Consumer Behavior

2021 ◽  
Vol 9 (8) ◽  
pp. 28-39
Author(s):  
Sana Rehmat ◽  
Manahil Wasim
Keyword(s):  
Word Of Mouth ◽  
Negative Word ◽  
The Novel ◽  
Moral Obligations ◽  
Consumer Behaviors ◽  
Brand Relationship ◽  
Different Types ◽  
Novel Theory ◽  
Type Of Behavior ◽  
Comprehensive Study

Abstract Brand betrayal is induced by the brand itself when it fails to fulfill its promised moral obligations and involves the type of behavior that fractures the strong self–brand connection with the consumers. Brand managers must come across several negative types of consumer behaviors that depict their sense of dissatisfaction. Additionally, the effort of a brand to reduce the effects of brand betrayal is reflected by the sheer amount of customer apologies and compensation paid to the affected consumers. Having a sound knowledge about the primary indicators of brand betrayal encourages the brand managers to take necessary measures to deal with the challenges of the negative consumer-brand relationship. The resultant revenge behaviors depicted by the consumers include different types of activities such as spreading negative word-of-mouth and avoiding the brand itself, customer incivility, etc. The existing literature on the consequences  of brand betrayal is insufficient to build the novel theory around the construct and differentiate it from brand dissatisfaction. The current research in brand dissatisfaction argues that it is a more generalized construct than brand betrayal that becomes the immediate cause of brand avoidance.  The effect of these consequences needs to be addressed by the marketing theorists and practitioners to strengthen the consumer-brand relationship and manage the longer-lasting results of negative consumer behaviors.

scholarly journals Negative Word-of-Mouth: Exploring the Impact of Adverse Messages on Consumers’ Reactions on Facebook

2017 ◽  
Vol 10 (2) ◽  
pp. 157-173 ◽  
Author(s):  
Ana Raluca Chiosa ◽  
Bogdan Anastasiei
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Negative Word ◽  
Negative Events ◽  
Brand Perception ◽  
Negative Messages ◽  
The Impact ◽  
Brand Hate

AbstractNowadays, with the major role that social media is playing in our life, people have found an easy way to utter negative word-of-mouth (NWOM). A self-administrated questionnaire with a visual stimulus was used to collect data from 108 Romanian Facebook users, between the ages of 18 and 26 years. This research aimed to determine the impact of adverse messages on brand attitude and a series of others consumer reactions.The results indicate that negative messages may change brand perception and generate negative word-of-mouth, with significant impact on future purchase intentions. They also indicate that identity avoidance is a more relevant electronic word-of-mouth (eWOM) antecedent than negative emotions, strongly and positively influencing brand hate. The findings show that negative events or actions can seriously affect consumer behavior, triggering brand rejection that eventually may translate into brand image deterioration and sales decline.

Brand Trust Determinants and Customer Switching Resistance

2017 ◽  
Vol 8 (4) ◽  
pp. 12-31
Author(s):  
Ali Ahmed Abdelkader ◽  
Hossam Al- Din Fathy Mohamed
Keyword(s):  
Mobile Phone ◽  
Significant Relationship ◽  
Word Of Mouth ◽  
Brand Image ◽  
Brand Personality ◽  
Brand Trust ◽  
Brand Reputation ◽  
Customer Switching ◽  
Stratified Sample ◽  
Research Findings

Customer switching resistance (CSR) is the highest level of loyalty because it means that a customer will be loyal and be sustained even if disruptions occur. This research aims to determine and analyze the determinants of brand trust and its relationship with customer switching resistance. To accomplish these objectives, a random stratified sample of 376 customers was selected from population of mobile phone companies in Egypt. The research findings emphasized that there is a significant relationship between brand reputation, brand personality, word of mouth, and brand image (as a whole and each one of them separately) and brand trust. The findings also reveal that there is a significant relationship between brand reputation, brand personality, word of mouth, and brand image (as a whole and each one of them separately), brand trust and customer switching resistance. These results assure the importance of the brand trust and its determinants to promote customer switching resistance at mobile phone companies in Egypt.

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