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Parallel Session: A Study Of Pre-Purchase Determinants Of Brand Avoidance: Moderating Role Of Familiarity With Country-Of Origin, Muhammad Asif Khan, Cécile Bozzo, Haroon Ur Rashid Khan
Parallel Session: A Study Of Pre-Purchase Determinants Of Brand Avoidance: Moderating Role Of Familiarity With Country-Of Origin, Muhammad Asif Khan, Cécile Bozzo, Haroon Ur Rashid Khan
International Conference on Marketing
The purpose of this paper is to provide an overview of the concept of pre-purchase brand avoidance, by identifying the factors motivating this phenomenon. In addition this paper aims to provide the negative effect of familiarity with country-of-origin. The paper finds that the concept does exist in developing countries as well, and for all categories of brands, undesired self congruence is the key determinant for pre-purchase brand avoidance.