Factors Influencing Consumer Behaviour of Brand Aversion

Abstract

This study aimed to analyze the influence of consumer behaviour of brand aversion. The variables involved in this study include seven variables such as employee disrespectful behavior, Interaction fairness, negative emotions, negative word of mouth, self-esteem and product type, as well as control variables such as demographic characteristics. Brand avoidance, as an important aspect in the field of anti-consumption, has a strong operational guiding significance for the practice of enterprises due to its targeting at a particular brand, which has attracted the interest of more and more scholars and obtained valuable research findings. However, due to the relatively new concept and late start, the research results in the field of brand avoidance are still very limited, there are few empirical studies on influencing factors, the influence mechanism is not fully revealed, the research conclusion is not clear, and the effect research is blank, etc., so the theoretical research on brand avoidance needs to be enriched. The result showed employee disrespectful behavior, negative emotions, negative word of mouth and self-esteem directly positively influences brand avoidance. Interaction fairness negatively affects brand avoidance and Product type moderates the relationship between employee rudeness and brand avoidance.