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Motivations of brand avoidance

Present study demonstrates the widely known and debated consumer-brand relationship, particularly focusing on the phenomenon of brand avoidance. However, the traditional consumer researches focus predominantly on the consumer loyalty, the examination of negative consumer-brand relationship is actual. The extant literature on the field brand avoidance is scarce. It is important to discover which factors are the those key elements that cause the brand avoidance. Firstly, if we know these factors we can prevent for more losing consumers. Secondly, nowadays the opinion of consumers is critic for the brand successful, because the negative word of mouth (WOM) might be harmful. Based on my previous suppositions the motivation of the brand avoidance are caused by symbolic consumption (selfexpression) which means consumers avoid certain brand because of the brand personality, brand image and the typical brand user. Partly, the results of the qualitative research certifies my previous suppositions, but the functional factors and the message of the advertisement are important elements for the brand avoidance as well.