Anti-consumption and M

ines ersi rm ran n t framework that helps clarify why consumers avoid certain brands. This study reveals three types of brand avoidance: experiential, identity and moral brand avoidance. Experiential brand avoidance occurs because of negative first hand consumption experiences that lead to unmet consumers express themselves, and construct their identities/ self-concepts through the brands they use (Aaker, 1999; Belk, nately on the positive consumption of brands, interest in anti-consumption is growing, as seen in this special issue. certain brands? Awide variety of brand definitions exist. This article adopts the view that a brand is a multi-dimensional marketing tool that communicates a constellation of values (de Chernatony and Available online at www.sciencedirect.com Journal of Business Research 62 double blind review process for this article, and the two reviewers for thei