Ce travail doctoral concerne la haine envers la marque ressentie par les consommateurs. Présentée dans cette recherche comme impliquant une attitude globale négative envers une marque, elle est composée de plusieurs émotions négatives et engendre toujours un comportement. A partir de trois recherches exploratoires et de quatre recherches quantitatives, (1) nous définissons le concept en cinq dimensions ; (2) nous mettons en évidence l’attitude négative envers la marque en tant qu’antécédent de la haine envers la marque et de ses dimensions, ainsi que le bouche-à-oreille négatif et l’évitement de la marque comme leurs conséquences ; (3) nous identifions les variables modératrices de ces relations que sont le locus de contrôle, la réactance psychologique, l’estime de soi et la propension du consommateur à résister ; et enfin (4) nous dressons quatre profils des consommateurs haineux à partir des dimensions de la haine envers la marque et des données socio-démographiques / This doctoral paper deals with brand hate related by consumers. Presented in this research as involving an overall negative attitude toward a brand, it is composed of several negative emotions, and always generates a behavior. From three exploratory and four quantitative studies, (1) we define the concept in five dimensions; (2) we highlight the negative attitude toward the brand as brand hate and its dimensions antecedent and negative word-of-mouth and the avoidance of the brand as their consequences; (3) we identify the moderator variables of these relationships as the locus of control, psychological reactance, self-esteem and propensity of consumer to resist; and (4) we draw four hate consumers profiles from the dimensions of brand hate and sociodemographic data

Cette recherche a pour objectif d'explorer le concept de fidélité oppositionnelle de l'individu ainsi que son potentiel d'enrichissement du concept de fidélité à la marque tel que traditionnellement abordé. La fidélité à la marque, définie jusqu'ici par un comportement d'achat répétitif accompagné d'une attitude positive envers la marque choisie, acquiert ainsi une nouvelle composante issue de la littérature sur l'anti-consommation et la résistance qui constituent, aux côtés de l'identité sociale et de la recherche d'équilibre, le cadre théorique sur lequel est fondé ce travail. S'appuyant sur le terrain des smartphones, la méthodologie de recherche est articulée autour de trois sources de données principales : des commentaires d'internautes en ligne, des entretiens et des récits de vie. Ces données ont été traitées grâce à une analyse de contenu thématique classique. Les principaux résultats mettent en avant l'existence d'une fidélité oppositionnelle de l'individu qui s'appuie sur une attitude et un comportement positifs à l'égard de la marque choisie et négatifs à l'égard de la marque évitée. Qu'elle se présente sous sa forme attitudinale et/ou comportementale, la fidélité oppositionnelle évolue dans le temps aboutissant ainsi à différents profils de fidèles oppositionnels. Enfin, ce phénomène émerge comme une réaction/résistance au comportement de la marque, une volonté de distanciation par rapport à une image de consommateur-type ou un évitement suite à une expérience négative avec une marque donnée. Ces résultats permettent aux managers de définir des stratégies de défense du capital–marque de leur portefeuille de marques et de résister ainsi aux attaques des concurrents sur des marchés devenus de plus en plus concurrentiels. / This research aims to explore the concept of oppositional loyalty of the individual and its potential to enrich the concept of brand loyalty as traditionally addressed. Brand loyalty, so far defined as a repetitive buying behavior together with a positive attitude toward the chosen brand, acquires a new component borrowed from the literature on anti-consumption and resistance that constitute, together with social identity and balance quest, the theoretical framework on which this research is based. Based on the smartphones field, the research methodology is structured around three main data sources: online internauts' comments, interviews and life stories. These data were processed through a classical thematic analysis of content. The main results highlight the existence of an oppositional loyalty of the individual that is based on positive attitudes and behavior towards the chosen brand and negative ones towards the avoided brand. Whether it is manifested under attitudinal and / or behavioral form, oppositional loyalty evolves over time, resulting in different profiles of oppositionists loyal. Finally, this phenomenon emerges as: a response / resistance to brand behavior, a desire to distance oneself from the image of consumer-type or an avoidance following a negative experience with a particular brand. These results allow managers to define strategies for defending the brand equity of their brand portfolio and thus resist the attacks of competitors on markets that are becoming increasingly competitive.

The purpose of this study was to explore a phenomenon known as pexing that is prevalent in South Africa‟s Black youth. The study aimed to explore the nature of pexing in relation to other conspicuous consumption behaviours and understand the drivers for this behaviour. The study interviewed a sample of 10 participants. Findings of the study indicated that pexing is similar to conspicuous consumption but also has aspects that are distinct to it and the researcher proposes a framework and term (destructive conspicuous consumption) for this noted consumption activity. The study also shows that although different to anti-consumption pexing has some anti-consumption behaviours. The study also identifies antecedents that lead to the noted behaviour and these range from a low income environment to adult modelling. Relationships and links between antecedents; coping strategies and the resultant consumption activity (Pexing) was demonstrated. The research then concludes by making recommendation to both government and marketers in light of the findings of this research. The research also highlights some socio-economic considerations of pexing and also suggests other variables to be researched that are key to further understanding of pexing. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

Background: Several fast fashion brands have been criticised regarding their business practices, with poor working conditions in developing countries and use of toxic chemicals. Subsequently, many consumers have turned to anti-consumption practices such as brand avoidance to distance themselves from various fast fashion brands. Five elements have emerged among brand avoidance associated with experiential avoidance, identity avoidance, moral avoidance, deficit-value avoidance, or advertising related avoidance which underpin this behaviour.  Purpose: The aim of this study is to compare brand avoidance behaviours toward fast fashion brands among Generations X, Y, and Z. This research attempts to identify the specific reasons why different generations avoid fast fashion brands, as well as the factors that contribute to this behaviour. The purpose is to compare the three generations to know which factors influence each generation the most. It is plausible that the factors vary significantly between cohorts since they have grown up in different environments. Consequently, generational distinction is regarded as an essential variable.  Method: Comprehending the purpose of this research and examining causal relationships, this thesis used a quantitative research design. The empirical data was gathered through an online survey, considering the large sample size and current COVID-19 pandemic. Due to these circumstances, the most insightful information could be obtained about participants' behaviour regarding fast fashion brands using an online survey. The data was analysed and interpreted utilising a deductive approach.  Conclusion: The results show that the generations differ in their brand avoidance behaviours for experiential avoidance, moral avoidance, and advertising avoidance towards fast fashion brands. These differences were observed where the consumers perceive the performance to be poor, the brand is inconvenient, and when the advertising is perceived to be unpleasant. Regarding moral avoidance, the data was not sufficient to distinguish which cohorts differ, but only that there was a significant difference somewhere.

The textile industry is an unsustainable industry that contributes to many environmental and social challenges. As a promising approach to its transformation, this thesis explores the con-cept of anti consumption. It investigates how non governmental Organizations (NGOs) com-municate the concept in the context of fashion on Instagram. The study aims to explore the key themes used and seeks to understand how organizations critique the capitalist system and to whom responsibility for its implementation within the communication is attributed . A total of 45 Instagram posts from the organizations Fashion Revolution and Remake were examined in a thematic analysis.The NGOs expose exploitative power dynamics and colonial structures and reveal manipulation as a tool of capitalism. In contrast, the value of clothing is redefined and happiness in individuality is examined. While brands are held accountable in the communication, the emphasis is on individual responsibility.

Made available in DSpace on 2015-04-16T14:49:07Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 9215439 bytes, checksum: 756516c10f9061b73f9bcbd591f0a649 (MD5) Previous issue date: 2012-08-31 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / Given the complexity and variety of factors that affect consumer behavior, there the influence of groups, a phenomenon that has gained new rudiments from the inclusion of a socializing space distinct from the physical world, because it is in an environment mediated by computers, with are virtual communities, these, presenting characteristics of the tribes, according to the concept espoused by Maffesoli (2006). Tied to the context there are virtual communities on sites of complaint, which allow the exchange of negative experiences, after certain consumption, often stimulating the promotion of social mobilization anti-consumption. In this sense, the research analysis the role of a virtual community of the ReclameAQUI site as a tribe that influence the behavior anti-consumption of it members, the light of the concept of social cohesion, of the social network analysis (SNA). The use of the SNA as a research method, in turn, allowing detecting the dynamics of interaction of interaction between social actors, together would be indicatives of social cohesion, conforming the proposition of the study. Being a descriptive research, with a quantitative and qualitative approach, made use of techniques to quantify relationships, through the application of a questionnaire. This in turn, identified general and specific measures of SNA, and formalized concepts that are not directly processed in pajek (software used in the study to generate networks that describe the different elements on analysis), in order to detect the social cohesion additionally, an analysis was performed to investigate the critical actors, observing their leadership skills. The inferences made were completed with the is of observation and interviews, which added also a qualitative research character. The results support an affirmative answer to the proposition of study and showed that consumers engaged in the community not only some members of the community acts as information intermediaries. Thus, through this research were pooled subsidies that point to the modes of communication and interaction, identification of groups, leaders, and network of influences, observation of production and transmission of information in the virtual community of consumer protection studied. Its main contribution lies in the fact of seeing not only the consumer but the group context in which it is inserted, through a perspective that considers the reality of social networks tribalized , determining actions of the mutual influences in anti-consumption. / Diante da complexidade e variedade de fatores que interferem no comportamento do consumidor, tem-se a influência de grupos, fenômeno que ganha novos rudimentos a partir da incorporação de um espaço de socialização distinto do mundo físico, pois se constitui em um ambiente mediado por computadores, que são as comunidades virtuais, estas apresentando características das tribos, tomando como base o conceito apregoado por Maffesoli (2006). Atrelado ao contexto visualiza-se as comunidades virtuais em sites de reclamação, que permitem a troca de experiências negativas após determinado consumo, muitas vezes impulsionando a promoção de mobilização social anticonsusmo, neste sentido, a pesquisa objetivou analisar o papel da comunidade virtual X do site ReclameAQUI como tribo, quanto à influência no comportamento anticonsumo de seus membros, à luz do conceito de coesão social, da análise de redes (ARS). A utilização da ARS como método de pesquisa, por sua vez, possibilitou detectar a dinâmica de interação entre os atores sociais, a partir da capacitação de fatores como conhecimento e proximidade mútua; reciprocidade e confiança; e cooperação que em conjunto seriam indicativo de coesão social, se conformando na proposição do estudo. tendo um caráter descritivo e uma abordagem quantitativa e qualitativa, a investigação se valeu de técnicas para quantificar os relacionamentos, por meio da aplicação de um questionário. Os resultados apoiam afirmativa à proposição de estudo e evidenciam que os consumidores engajados na comunidade não só desejam ter suas reclamações atendidas, como apresentam ações de ciberativismo anticonsumo, para tanto, alguns membros da própria comunidade atuam como intermediários da informação. Assim, através desta pesquisa foram reunidos subsídios que apontam para modos de comunicação e interação, identificação de grupos, líderes, redes de influências, observação, observação da produção de informação e a transmissão destas, na comunidade virtual de proteção ao consumidor estudada. Sua principal contribuição está no fato de enxergar não apenas ao consumidor, mas o contexto em que o mesmo está inserido, por meio de uma perspectiva que considera a realidade de redes sociais tribalizadas , determinando ações de mutuas influencias virtuais no anticonsumo

BAKGRUND: Black Friday slår årligen svenska försäljningsrekord men under de senaste åren har ett nytt fenomen observerats bland vissa klädföretag. Som en reaktion till den överkonsumtion och hållbarhetsproblematik som shoppinghögtiden för med sig har vissa företag börjat utföra ett aktivt avståndstagande mot Black Friday och andra shoppinghögtider och marknadsför sitt misstycke. Det är av intresse att se hur konsumenter, vilka är de som shoppinghögtider vänder sig till, ställer sig till dessa avståndstaganden och om de rent av kan ändra konsumenternas konsumtionsbeteende. SYFTE: Syftet med studien är att kartlägga konsumentbeteendet kopplat till klädföretag som aktivt tar avstånd från shoppinghögtider som Black Friday genom uttalanden, försvårande av konsumtion eller annan sorts marknadsföring. Detta för att konstatera vilka effekter denna typ av avståndstagande kan ha på svenska konsumenter, deras köpbeteende och inställning till både konsumtion och företaget. GENOMFÖRANDE: En enkätundersökning har använts för att samla in data till studien och resulterade i svar från 245 respondenter. Statistiska samband mellan den beroende variabeln “Konsumtionsbeteende kopplat till grönt avståndstagande” och sju oberoende variabler har undersökts genom en multipel regressionsanalys. SLUTSATS: Studiens resultat menar på att en konsument som redan innan den stöter på ett grönt avståndstagande från ett företag ställer sig positivt till fenomenet, har en tidigare positiv inställning till både hållbar konsumtion och hållbar affärsutveckling samt litar på den hållbarhetsinformation hon blir marknadsförd uppvisar den största möjligheten att ändra sitt köpbeteende och börja konsumera mer av det avståndstagande företagets varor. / BACKGROUND: Black Friday hits new Swedish sales records every year but in the last years a new phenomenon has been observed among some clothing companies. In response to the overconsumption and sustainability problems that the shopping holiday brings with it, some companies have begun to actively distance themselves from Black Friday and other shopping holidays and market their displeasure. It is of interest to see how consumers, who are the target group of shopping holidays, react to these distancings and whether they can ultimately change the consumer behavior of consumers. PURPOSE: The purpose of the study is to map consumer behavior associated with clothing companies that actively distance themselves from shopping holidays such as Black Friday through statements, consumption hinderance or other types of marketing. This is to ascertain which effects this type of distancing can have on Swedish consumers, their consumption behavior and attitudes towards both consumption and the distancing company. IMPLEMENTATION: A survey was used to collect data for the study and resulted in responses from 245 respondents. Statistical relationships between the dependent variable “Consumption behavior linked to green distancing” and seven independent variables have been examined through a multiple regression analysis. CONCLUSION: The results of the study point to the fact that a consumer who, even before experiencing the green distancing from a company, already supports the phenomenon, has a previously positive attitude to both sustainable consumption and sustainable business development, and trusts sustainability information he or she is marketed shows the strongest possibility to change his or her buying behavior and start consuming more of the distancing company’s products.