Brand avoidance among 21st century hipsters

• Autor(a) principal: Roos, Simone
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/27915
• topic: Brand avoidance; Hipsters; Anti-consumption; Indirect avoidance; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

21st century hipsters have been identified as consciously avoiding certain brands. However, little is known about their motives. Thus, this research aims to explore brand avoidance motives among today´s hipsters by means of an abductive research approach with in-depth interviews. The findings can confirm previously identified main avoidance types, namely: experience, identity, moral, and deficit-value avoidance. However, also a new theme has emerged: indirect avoidance, where brands may be avoided due to negative inferences hipsters draw from geographic locations of a store or chosen retail stores to a certain brand. Further, mass marketing and visible logos may amplify the underlying reasons of avoidance. Practical implications for brand managers are discussed.