Ajay, Singh Chandel, and Punam Mishra Dr. "DECIPHERING THE ANTECEDENTS OF BRAND AVOIDANCE AMONGST MILLENNIALS IN INDIA." Manager - The British Journal of Administrative Management 57, no. 145 (2021): 109–25. https://doi.org/10.5281/zenodo.5976420.
Abstract:
<strong>ABSTRACT</strong> This study aims to conceptualize brand avoidance by developing and validating a psychometric scale through a series of studies following the ground rules set by Churchill (1979) for developing better measures. A potential criticism of previous studies on brand avoidance lies in their reliance on only in-depth interview dialogue to portray a descriptive picture of what Brand avoidance means, from the customers’ perspective. Existing literature also lacks attempts to develop a scale. Current study tries to fulfil these gaps. Study screens and creates potential themes for scale development through a thorough review of literatureand a netnographic analysis of selected anti-branding Facebook pages of three brands. Themes identified following this two-way approach were used to generate potential scale items. Results indicate a parsimonious 5 factor brand avoidance scale. 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