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A typology of the perceived risks in the context of consumer brand resistance

Author

Listed:
  • Marine Cambefort
  • Elyette Roux

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Purpose This paper aims to provide a typology of perceived risk in the context of consumer brand resistance and thus answers the following question: how do consumers perceive the risk they take when resisting brands? Design/methodology/approach Two qualitative methods were used. In-depth interviews were carried out with 15 consumers who resist brands. An ethnography was carried out for ten months in an international pro-environmental NGO. Findings This multiple qualitative method design led to the identification of four types of risks taken by consumers. The four categories of perceived risks identified are performance (lack of suitable alternatives for the brand), social issues (stigma and exclusion), legal reasons (legal proceedings) or physical considerations (violation of physical integrity). These risks are located along a continuum of resistance intensity. Resistance intensity levels are avoidance, offline word-of-mouth, online word-of-mouth, boycott, activism and finally extreme acts. Originality/value This study provides a framework that integrates perceived risks within the context of brand resistance. The paper highlights extreme acts of resistance and questions the limits of such behaviors.

Suggested Citation

  • Marine Cambefort & Elyette Roux, 2019. "A typology of the perceived risks in the context of consumer brand resistance," Post-Print hal-03513383, HAL.
    • Handle: RePEc:hal:journl:hal-03513383
    DOI: 10.1108/JPBM-03-2018-1792
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    Cited by:

    1. Liao, Junyun & Chen, Jiawen & Zhao, Haichuan & Li, Muhua, 2023. "Fanning the flames: Transmitting negative word of mouth of rival brands," Journal of Business Research, Elsevier, vol. 154(C).
    2. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Minh T. H. Le, 2023. "Does brand love lead to brand addiction?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 57-68, March.
    4. Khalifa, Dina & Shukla, Paurav, 2021. "When luxury brand rejection causes brand dilution," Journal of Business Research, Elsevier, vol. 129(C), pages 110-121.
    5. Valor, Carmen & Antonetti, Paolo & Zasuwa, Grzegorz, 2022. "Corporate social irresponsibility and consumer punishment: A systematic review and research agenda," Journal of Business Research, Elsevier, vol. 144(C), pages 1218-1233.

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