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Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan


 Rizwana Abid and Aamir Khattak

This study aims to examine the effect of brand avoidance motivators on brand equity. It also probes the mediating effect of brand hate among brand avoidance motivators and brand equity. In order to empirically study the above relationship the questionnaire was presently administered to the sample of 400 smartphone users. The 270 questionnaire were returned back. The received data was subjected to a number of statistical analyses. The finding proposed that brand avoidance motivators i.e., unmet expectations, symbolic congruence and ideological incapability have positive impact on brand equity. The brand hate copiously mediates between brand avoidance motivators and brand equity. The findings have number of implications for marketers and mangers in Islamabad regarding brand avoidance. Generally, this thesis contributes knowledge to the emergent field of anti-consumption research by means of a pioneering impression and an integrative understanding of a less explored realm of brand avoidance.

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