Brand aversion
Brand aversion is an antonym of brand loyalty. It is a distrust or a dislike of products from a particular brand on the basis of past experiences with that brand and its products, similar to taste aversion.
Brand aversion can be the effect of obtrusive marketing strategies, bad press, a mass product recall, or other poor product launches.
Psychologically, the reasons for brand aversion have been explained by the attachment-aversion model using the same three dimensions ("3 Es") that characterize a product:[1][2]
- enticing/annoying the self
- enabling/disabling the self and
- enriching/impoverishing the self (benefits/liabilities).
The more annoying/disabling/impoverishing a brand "feels", the more aversion will be produced and vice versa. As is the case with all brands, the conceived qualities need neither correspond to real assets nor shortcomings.
See also
- Brand architecture
- Brand equity
- Brand management
- Customer engagement
- Employer branding
- Evangelism marketing
- Semiotics and globalization
References
- ↑ Whan Park, Andreas B. Eisingerich, and Jason Whan Park. "Attachment-aversion (AA) model of customer-brand relationships". Journal of Consumer Psychology 23 (2, April 2013): 229–248. doi:10.1016/j.jcps.2013.01.002.
- ↑ https://www.marshall.usc.edu/faculty/insights/2013/why-we-love-it-or-hate-it-three-es
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