Brand Avoidance

Name: Brand Avoidance
Brand: VDM Verlag Dr. Müller
SKU: 9783639123692
Price: 328.47 PLN
Availability: InStock

What Causes the Anti-Consumption of Brands and how Marketing Managers Can Cure It

Autor: Michael S W Lee

Język:

Oprawa: Miękka

Wydawca: VDM Verlag Dr. Müller

Dostępność: Na zamówienie

Wysyłamy za 17-27 dni

328.47 zł

Brands are undeniably important in marketing §academia and practice, and consumer culture. Though §m...

Informacje o książce

Autor

Michael S W Lee

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2009

strony

288

EAN

9783639123692

Enbook ID

06821164

Wydawca

VDM Verlag Dr. Müller

Waga

447

Wymiary

150 x 220 x 17

Pełny opis

Brands are undeniably important in marketing §academia and practice, and consumer culture. Though §most research focuses on positive attitudes and §behaviours that consumers have toward brands, there §is a growing practice of, and interest in, brand §avoidance. However, most anti-consumption research §has been one-dimensional, failing to account for the §wide range of reasons underlying brand avoidance. §This book addresses the limitations of existing §models by providing an integrative and comprehensive §understanding of brand avoidance. This research §draws upon and synthesises in-depth interviews with §more than 300 existing works on anti-consumption, §this Grounded Theory analysis establishes four §main types of brand avoidance (experiential, §identity, deficit-value, and moral) and discusses §the circumstances in which brand avoidance may be §restricted or alleviated (avoidance antidotes). §Overall, this research provides a comprehensive §account of why people avoid brands and also offers §potential insights on how brand avoidance may be §managed. Therefore this book should be useful to §marketing practitioners, scholars, and educators, as §well as interested consumers.

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Brand Avoidance

What Causes the Anti-Consumption of Brands and how Marketing Managers Can Cure It

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