Accounting & Marketing

Impact of Product Level Factors (Negative Past Experience, Unmet Expectations and Perceived Deception) on Brand Avoidance and the Mediating Role of Brand Hate

Abstract

Sadif Irshad Khan and Khawaja KF

Brands give consumers meaning to their lives. Marketing researchers have customarily underlined the positive aspects of consumption. Extensive work has been done by researchers in positive responses to brands. Marketing research has often focused on the positive attitudes towards brands, while negative evaluations of brands were neglected. The extant literature does not have a far reaching, and parsimonious understanding of anti consumption and its related topics, such as brand hate and brand avoidance and different factors that leads to anti consumption. So the aim of this study was to examine the impact of product levels factors (unmet expectations, perceived deception and negative past experience) on brand avoidance. The study used quantitative approach. The data is obtained by 280 smart phones users of twin cities of Pakistan. Statistical analysis was conducted. Results suggested that product levels factors have significant influence Brand avoidance; results further suggested that Brand hate also mediate the said relationships. Hence all proposed hypothesis were accepted.