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Brand dislike: representing the negative side of consumer preferences

Dalli, Daniele and Romani, Simona and Gistri, Giacomo (2006) Brand dislike: representing the negative side of consumer preferences. Advances in Consumer Research, Vol. 33 , p. 87-95. ISSN 0098-9258. Article.

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There has been a recent increase in consumer research on the topic of brand dislike: it can be defined as the negative judgment expressed by the consumer and/or implied in the choice not to buy. The sparse literature in this field is fragmented into different streams of research that will be reviewed in this paper: a) consumer criticism and resistance b) dislike as a means of communicating and constructing self image, and c) consumer/brand relationship. After the literature review, the method and results from fieldwork will be presented. The data converge towards a unitary and consistent framework, in which various levels and factors can be interpreted in the light of the theoretical perspectives outlined above.

Item Type:Article
ID Code:2645
Uncontrolled Keywords:Consumer preferences, brand dislike, attitudes and evaluations
Subjects:Area 13 - Scienze economiche e statistiche > SECS-P/08 Economia e gestione delle imprese
Divisions:001 Università di Sassari > 01 Dipartimenti > Economia, impresa, regolamentazione
Publisher:Association for Consumer Research
Additional Information:Paper presented at Advances in Consumer Research, 33, Proceedings of the 2005 Annual ACR Conference
Deposited On:18 Aug 2009 10:08

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