...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Qualitative Market Research >Brand avoidance among Generation Y consumers
【24h】

Brand avoidance among Generation Y consumers

机译：Y代消费者中的品牌回避

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose - The purpose of this research is to explore the reasons for brand avoidance among Generation Y consumers. Researchers have traditionally focused on the positive relationship between consumers and brands, but, increasingly, consumers are consciously avoiding brands. Design/methodology/approach - A qualitative study consisting of both focus groups and interviews was conducted among Generation Y participants. Findings - The findings support previous research that identifies four types of brand avoidance, namely, experiential, identity, moral and deficit-value avoidance. However, the study also suggests that an additional type of brand avoidance, namely, advertising avoidance, also occurs. Aspects of advertising that can contribute to brand avoidance include the content of the advertising, the use of a celebrity endorser and the music in the advertising, as well as the response to the advertising. This study thus proposes an expanded framework of brand avoidance. Research limitations/implications - This study has found support for the existing types and reasons impacting brand avoidance but suggests that advertising may also impact brand avoidance. This is an aspect that requires further research. Practical implications - For marketing managers, the findings suggest that not only can product experiences result in brand avoidance, but that advertising may be a further reason for this phenomenon. Originality/value - While there has been a great deal of attention on the positive aspects of brands, research on the negative aspects has largely been ignored. Further, the identification of advertising as a reason for brand avoidance is also suggested.
机译：目的-这项研究的目的是探讨Y代消费者中品牌回避的原因。传统上，研究人员专注于消费者与品牌之间的积极关系，但是越来越多的消费者有意识地回避了品牌。设计/方法/方法-在Y代参与者中进行了包括焦点小组和访谈在内的定性研究。调查结果-调查结果支持先前的研究，该研究确定了四种类型的品牌回避，即体验式，身份识别，道德回避和赤字值回避。但是，该研究还表明，还会发生另一种品牌回避，即广告回避。可能导致品牌回避的广告方面包括广告内容，广告中名人代言人的使用和音乐以及对广告的响应。因此，本研究提出了扩展的品牌回避框架。研究局限性/含义-这项研究发现了对影响品牌回避的现有类型和原因的支持，但建议广告也可能影响品牌回避。这是一个需要进一步研究的方面。实际意义-对于营销经理而言，研究结果表明，不仅产品体验会导致品牌回避，而且广告可能是造成这种现象的另一个原因。原创性/价值-尽管品牌的正面方面已引起了广泛关注，但负面方面的研究却在很大程度上被忽略了。此外，还建议将广告识别作为避免品牌的原因。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号