Search the World's Largest Database of Information Science & Technology Terms & Definitions
InfInfoScipedia LogoScipedia
A Free Service of IGI Global Publishing House
Below please find a list of definitions for the term that
you selected from multiple scholarly research resources.

What is Brand Aversion

Handbook of Research on Managing and Influencing Consumer Behavior
When a brand is perceived as a threat for self-contraction, one will be averse to the brand and feel distant from it.
Published in Chapter:
Loving and Hating Brands: Multiple Relationships between Consumers and Brands
Sandra Maria Correia Loureiro (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU/UNIDE) and SOCIUS, Portugal)
Copyright: © 2015 |Pages: 22
DOI: 10.4018/978-1-4666-6547-7.ch018
Consumers develop relationships with diverse brands regarding brands as partners. Brands are viewed by customers as symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Therefore, the purpose of this chapter is to explore the research on Consumer-Brand Relationship (CBR) and present a theoretical model of consumer-brand relationship process, giving insights for good and bad relationships. The chapter begins with the origin and evolution of CBR. Then, an overview of main theories and the seminal models are shown. Finally, a model of consumer-brand relationship process through good and bad relationships is proposed, and insights for further research are provided.
Full Text Chapter Download: US $29.50 Add to Cart
E-Book Discount BannereContent Pro Discount Banner
InfoSci OnDemandECP Editorial ServicesAGOSR