Knittel, Zana; Beurer, Karolin; Berndt, Adele - In: Qualitative Market Research: An International Journal 19 (2016) 1, pp. 27-43
Purpose – The purpose of this research is to explore the reasons for brand avoidance among Generation Y consumers. Researchers have traditionally focused on the positive relationship between consumers and brands, but, increasingly, consumers are consciously avoiding brands....