Within the field of consumer research there has been a growing interest for the analysis of negative attitudes and related behaviors: contributions come from different theoretical traditions. Consumer – brand relationship stream of research has devoted attention to the dissolution/crisis aspects of the relationship. Distaste and anti-choice have been considered as interpersonal communication and signification processes. And, finally, political consumption and boycott behavior analysis have proposed interesting results for this topic. The literature is fragmented and the paper will propose a brief review to cover major areas and topics and develop an integrated framework. From the empirical analysis point of view, the main purpose of the research is the development of a Brand Dislike measurement scale. In the results section, we will demonstrate the reliability and validity of the scale.
Brand dislike: evidence from qualitative research and scale development
GISTRI, GIACOMO;
2005-01-01
Abstract
Within the field of consumer research there has been a growing interest for the analysis of negative attitudes and related behaviors: contributions come from different theoretical traditions. Consumer – brand relationship stream of research has devoted attention to the dissolution/crisis aspects of the relationship. Distaste and anti-choice have been considered as interpersonal communication and signification processes. And, finally, political consumption and boycott behavior analysis have proposed interesting results for this topic. The literature is fragmented and the paper will propose a brief review to cover major areas and topics and develop an integrated framework. From the empirical analysis point of view, the main purpose of the research is the development of a Brand Dislike measurement scale. In the results section, we will demonstrate the reliability and validity of the scale.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
