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Identity brand avoidance: How is it manifested in social media?

Existing research on brand symbolic consumption mainly focuses on brand approach; the phenomenon being explained by the theory of self congruity, i.e. consumers would approach brands whose image is congruent to their actual or ideal self. On the other hand, identity brand avoidance, has been object...

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Bibliographic Details
Main Author:	CHAN KAO CHUNG, Cindy
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2011
Online Access:	https://eprints.nottingham.ac.uk/25081/

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