Involvement as Moderator Between the Antecedents and Outcomes of Brand Avoidance

Abstract

With current research findings being inconclusive, this study establishes the antecedents, and non-repurchase intention and brand hate as outcomes of brand avoidance, and furthermore addresses a gap in anti-consumption research by exploring involvement as moderator between the antecedents and outcomes of brand avoidance. Data were collected from South African respondents who avoid doing business with a brand they used in the past. Findings show that only two of the five antecedents, namely identity avoidance and deficit value avoidance, predict brand avoidance, while experience avoidance, moral avoidance, and advertising avoidance do not. Brand avoidance, in turn, predicts non-repurchase intention and brand hate. Furthermore, except for identity avoidance, involvement moderates the relationships between all the brand avoidance antecedents and outcomes. We recommend that brand managers take note of the antecedents predicting brand avoidance and actively develop strategies to address any incongruence that could develop between consumers and the brand. By actively engaging with consumers, brands are better positioned to increase consumers’ involvement with the brand, thereby resulting in greater customer loyalty and commitment.