Abstract/Description
The purpose of this paper is to provide an overview of the concept of pre-purchase brand avoidance, by identifying the factors motivating this phenomenon. In addition this paper aims to provide the negative effect of familiarity with country-of-origin. The paper finds that the concept does exist in developing countries as well, and for all categories of brands, undesired self congruence is the key determinant for pre-purchase brand avoidance.
Location
Room S1
Session Theme
Session 5a: Parallel Sessions: Consumer Behavior
Session Type
Event
Session Chair
Dr. Ahmad Jamal, Dr. Klaus Heine
Session Moderator
Ms. Yasmin Zafar
Start Date
6-5-2012 11:55 AM
End Date
6-5-2012 12:25 PM
Recommended Citation
Khan, M. A., Bozzo, C., & Khan, H. u. (2012). Parallel Session: A study of pre-purchase determinants of brand avoidance: Moderating role of familiarity with country-of origin. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2012/day2/14
Included in
Parallel Session: A study of pre-purchase determinants of brand avoidance: Moderating role of familiarity with country-of origin
Room S1
The purpose of this paper is to provide an overview of the concept of pre-purchase brand avoidance, by identifying the factors motivating this phenomenon. In addition this paper aims to provide the negative effect of familiarity with country-of-origin. The paper finds that the concept does exist in developing countries as well, and for all categories of brands, undesired self congruence is the key determinant for pre-purchase brand avoidance.
