Dissertation > Excellent graduate degree dissertation topics show

The Influence of Advertising Intervention on Consumers’ Brand Avoidance

Author: TangYi
Tutor: WangLi
School: Ningbo University
Course: Applied Psychology
Keywords: advertising intervention brand avoidance brand attitude
CLC: F713.55
Type: Master's thesis
Year: 2013
Downloads: 0
Quote: 0
Read: Download Dissertation

Abstract


Brand loyalty has become a hot research field of consumer behavior and have been graduallyimproved at home and abroad。But you’ll find a phenomenon run in the opposite direction of brandloyalty if you carefully observe the consumer market: some consumers refuse to use a brand orconsume a brand,even in the case of their economic situation allows。That is brand avoidance.The researchers believe that understanding of consumers’ negative attitude on brands as importantas understanding of consumers’ positive attitude on brands. Currently, domestic and foreignresearchers main focused on the consumers’ positive attitude on the brand, such as brand loyalty,brand trust, and pay less attention on the consumers’ negative attitude on the brand. Brandavoidance is such a negative attitude, and this study is to explore the influence of advertisingintervention on consumers’ brand avoidance.Exploring and analyzing the influence of advertising intervention on consumers’ brandavoidance by two research and four experiments.(1)The study1explore that whether the analysis of the reason of brand avoidance inMichael S.W.Lee’ theory is better applies to Chinese. The result shows that the phenomenon ofbrand avoidance is relatively common in the context of Chinese culture,and the four brandavoidance reasons in Michael S.W.Lee’ theory are also exists in the context of Chinese culture.(2)The experiment1in study2mainfocuses onthe influenceof advertising intervention onconsumers’ experiential avoidance. The result shows that the advertising intervention has a greatimpact on consumer’ experiential brand avoidance.(3)The experiment2instudy2explore the influence of advertisinginterventiononconsumers’ moral avoidance. The result shows that the advertising intervention has a great impacton consumer’ moral brand avoidance. And this influence is much larger in High Involvement/Thinking Brands than in Low Involvement/Thinking and Low Involvement/Feeling Brands.(4)The experiment3instudy2explore the influence of advertisinginterventiononconsumers’ defici-value avoidance. The result shows that the advertising intervention has a greatimpact on consumer’ defici-value brand avoidance.(5)The experiment4instudy2explore the influence of advertisingintervention on consumers’ identity avoidance. The result shows that the advertising intervention has a greatimpact on consumer’ identity brand avoidance. And this influence is smaller in Low Involvement/Feeling Brands than in High Involvement/Thinking and Low Involvement/Thinking Brands.

Related Dissertations

  1. Co-branding and Brand Attitude to Consumer’s Attitude and Purchase Intention Impact Study,F224
  2. A Cross-cultural Comparison of Luxury Perceived Value and Brand Attitude,F273.2;F224
  3. Effect of Brand Collaboration on Consumer’s Image Congruence,F224
  4. Based on different levels of the students monitor their brand consumer attitudes experimental study,B849
  5. A Study on the Impact of Self-Concept of Female Consumers on China Mobile’s Brand Attitude,F626
  6. Internet Word of Mouth on the Brand Attitude of College Students Factors,G647
  7. Traditional media microblogging marketing influence on consumer brand attitude research,F49;F274
  8. A Study of Consumers’ Band Attitude to Local Automobile’s Brand,F426.471
  9. The Effect of Self-construal, Self-concept Connection, Brand Country-of Origin on Consumer Brand Attitude in Negative Information Context,F224
  10. The Impact of Brand Pesonality Dimension on Brand Attitude,F273.2
  11. Research on the Influence of Positive Online Word-of-Mouth to Brand Attitude for College Students,F713.55
  12. The Study on the Effects of Endorser and Brand Personality Match up、Involvement、Exposure Frequency on Brand Attitude,B849
  13. Multinational public marketing of consumer brand attitude Empirical Study,F276.7
  14. The brand image of the country of origin and the functional properties of empirical research on attitudes towards mobile phone brands,F426.6
  15. An Impact Study of Negative Word-of-Mouth in Internet to Brand Attitude for College Students,F49;F273.2
  16. Research on the Customers’ Implicit Brand Attitude and the Interference Strategies,B842
  17. The Research on the Effect of Negative E-word of Mouth to Consumer’s Brand Attitude,B849
  18. Effect of advertising auditory symbol in the dissemination of the brand image recognition,G206
  19. Effect of Brand Crisis on Consumer Brand Attitude and Purchase Intention Based on Ambivalent Attitude Perspective,F273.2
  20. An Empirical Study on the Influence of Customer Product Knowledge on Their Brand Attitudes,F274
  21. The Research about the Impact of Brand Image on Brand Attitude under the Moderating Effects of Product Category,F274

CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market
© 2012 www.DissertationTopic.Net  Mobile