Developing a Brand Avoidance Model in Pygmalion Cycle

Abstract

In this research, a model has been identified and presented for multiple dimensions of brand avoidance in Iranian home appliance industry. For designing the model, the causative conditions of factors, which lead to brand avoidance in the home appliance industry, were considered along with the dominant platform underlying brand avoidance and weakening or reinforcing interventional conditions. The research methodology is grounded. 256 semi-structured interviews were conducted. The sampling method is purposeful and judgmental along with the snowball method. To identify the consequences of brand avoidance, three perspectives of society, customer and companies have been investigated. The results of the research indicate the experiential, identity, moral, deficit-value, marketing, attitude and cognitive dimensions of brand avoidance. The Pygmalion effect was used to avoid the brand. In this study, gender behaviours were identified as intervening conditions and the role of government as the dominant platform.