Lee, Michael S.W.; Motion, Judith; Conroy, Denise - In: Journal of Business Research 62 (2009) 2, pp. 169-180
This article focuses on a particular form of anti-consumption; brand avoidance. Specifically, it explores why people may avoid some brands, even when their financial circumstances allow them the option to purchase. The authors use qualitative data to develop a conceptual framework that helps...