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Emerging Challenges For Brand Management: Anti-consumption And Brand Avoidance

Ghanshyam Binani Academy of Management Sciences

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ISSN 0974-6374
 
Authentication Code dc
 
Title Statement Emerging Challenges For Brand Management: Anti-consumption And Brand Avoidance
 
Personal Name Rai, Puneet
Assistant Professor, Dr. Gaur Hari Singhania Institute of Management and Research, Kanpur.
 
Uncontrolled Index Term Brand Management, Anti- consumption, Brand Avoidance
 
Summary, etc. The negative perception amongst consumers for a brand is the biggest challenge for brand managers. Understanding that there could be multiple reasons for the negative perception towards a brand is very important. Monitoring the various sources of negative perceptions as a construct facilitates brand management. Such a construct is termed as brand avoidance in marketing literature. Brand avoidance is defined as incidents in which consumers deliberately choose to reject a brand. This study discusses various sources/reasons of brand avoidance: experiential avoidance, identity avoidance and moral avoidance. Understanding of sources/reasons brings brand avoidance to the core of brand management. This study aims to discover why consumers place certain brands into their inept sets and anti-choice constellations. An in-depth understanding of brand avoidance facilitates the efforts of brand management as all possible sources of brand avoidance are regularly monitored and necessary corrective measures may be taken by the brand managers.
 
Publication, Distribution, Etc. Ghsnshyam Binani Academy of Mamanegement Sciences
 
Electronic Location and Access application/pdf
http://gbams-vidushi.com/index.php/GV/article/view/43
 
Data Source Entry GBAMS-Vidushi; Vol 9, No 01 (2017)
 
Language Note eng
 
Terms Governing Use and Reproduction Note Copyright (c) 2018 GBAMS- Vidushi