Rindell, Anne; Strandvik, Tore; Wilén, Kristoffer - In: Journal of Product & Brand Management 23 (2014) 2, pp. 114-120
Purpose – The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance. Design/methodology/approach – A qualitative approach is adopted by...
