Brands, and the process of branding, are of considerable importance in both marketing academia and practice. Although most research has focussed on the positive attitudes and behaviours that consumers have toward brands, there is a growing interest in anti-consumption. This thesis contributes to anti-consumption research by exploring the phenomenon of brand avoidance. Earlier studies investigating the avoidance of brands have been one-dimensional, failing to account for the wide range of reasons underlying brand avoidance. Therefore, this thesis addresses the limitations of existing models by providing an integrative and comprehensive approach to understanding brand avoidance. As an anti-consumption phenomenon, brand avoidance concerns the negative interaction between consumers, as social actors, and brands, as meaningful objects, within a social and historical context. Therefore, this thesis adopts an interpretive approach, a social constructionist epistemology, and historical realist ontology. Since research in the immediate area of brand avoidance is limited, this thesis employs a grounded theory methodology to analyse, code, and generate theory from the qualitative data gathered through 23 in-depth interviews. Four main types of brand avoidance (experiential, identity, deficit-value, and moral) and the circumstances in which brand avoidance may be restricted or alleviated (avoidance antidotes) emerge from the data. Existing literatures are used to further inform these findings and an original negative brand promises framework is developed to help increase understanding of the brand avoidance phenomenon. The main components of this research are then integrated into an emergent theoretical model of brand avoidance. This model offers a synopsis of how the various brand avoidance constructs may relate to one another and to other pertinent branding concepts within a consumption system. Combined, the findings of this thesis provide a comprehensive appreciation of why consumers avoid certain brands in addition to potential insights that may be used in the management of brand avoidance. Overall, this thesis contributes knowledge to the growing field of anti-consumption research by providing an innovative overview and an integrative understanding of an under-explored domain, brand avoidance. / Foundation for Research Science and Technology (Project number UOWX0227). The University of Auckland Graduate Research Fund. The Business School Post Graduate Research Grant.

Research question: To examine what aspects affect some consumers to avoid e-bikes and others to desire them. Purpose: The main purpose of this study is to see if e-bikes have a symbolic value. We aim to see if e-bikes is associated as an environmentally friendly product. We will examine stereotypes and brand avoidance. Further we will see what attributes consumers associate with typical users of e-bikes. Theory: To test our research question we chose our main theory of the matching process between self-image and typical user. Prior studies on e-bikes in areas as typical users and environment were analyzed. Previous studies on e-bikes were analyzed in areas such as environment and typical users. Methodology: A survey was made on two groups who are underrepresented in sales of ebikes. Students aged 21-30 and cycling enthusiasts. Results and conclusions: • We found that e-bikes have symbolic value. • Many respondents perceive e-bike users as environmentally friendly, comfortable and lazy. • E-bikes being perceived as environmentally friendly can be a pre-purchase indicator for students, but not for cycling enthusiasts • Different groups of students have conflicting user imagery, one group describe e-bikers as lazy, and another group describe e-bike users as healthy • The stereotype that e-bike users are old is not very frequent • Viewing e-bike users as lazy influences impacts the perceived value and are likely to lead to brand avoidance

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.