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Brand Avoidance Behaviour and Moderating Role of Brand Recovery on Social Networks in Islamabad’s Passenger Car Market.

In Pakistan, the automobile industry has faced several challenges due to drastic changes in customers’ preference and technological innovations. The purchase of imported cars instead of locally manufactured cars is the consequence of the brand avoidance of consumers towards local brands due to perce...

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Main Author: Kamran, Maqbool
Format: Thesis
Language:English
English
English
Published: NA 2023
Subjects:
H Social Sciences (General)
Online Access:http://ir.unimas.my/id/eprint/43059/3/Kamron%20Maqbool_dsva.pdf
http://ir.unimas.my/id/eprint/43059/4/Thesis%20PhD_Kamran%20Maqbool%20-%2024%20pages.pdf
http://ir.unimas.my/id/eprint/43059/8/Thesis%20PhD_Kamran%20Maqbool.ftext.pdf
http://ir.unimas.my/id/eprint/43059/
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spelling my.unimas.ir.430592024-07-15T08:22:55Z http://ir.unimas.my/id/eprint/43059/ Brand Avoidance Behaviour and Moderating Role of Brand Recovery on Social Networks in Islamabad’s Passenger Car Market. Kamran, Maqbool H Social Sciences (General) In Pakistan, the automobile industry has faced several challenges due to drastic changes in customers’ preference and technological innovations. The purchase of imported cars instead of locally manufactured cars is the consequence of the brand avoidance of consumers towards local brands due to perceived risk and animosity. The main objective of this research is to examine the impact of brand avoidance behaviour on Pakistan’s automobile industry. Majority of the research on the topic of brand avoidance is usually qualitative, analysing only singular brand avoidance reason, whereas this study employs a quantitative method to analyse brand avoidance, including different brand-related stimuli such as undesired selfcongruence, negative social influence, perceived animosity, perceived risk, organizational disidentification, boycotting, brand forgiveness, etc. Although past researches have examined the effect of different brand-related stimuli on brand avoidance, only limited research has investigated the role of brand recovery on social networks as a moderator between brand avoidance and brand forgiveness. This research was planned to fill this gap by investigating the effect of the said moderating variable between brand avoidance and brand forgiveness. The most significant contribution of this research is the introduction of brand recovery on social networks as moderator between brand avoidance and brand forgiveness to reduce existing gaps on perspective and theory related to brand avoidance. Moreover, the majority of past studies on brand avoidance were conducted in western countries and very few have focused on emerging markets such as Pakistan. This research was designed by using quantitative methods in which the data is collected in quantifiable manner to analyse the brand avoidance behaviour among the customers of the Pakistani automobile industry. The sample consists of 800 passenger car users in Islamabad. A questionnaire was developed through a series of steps consisting of measurement scales for each item measuring nine key constructs. For the purpose of data analysis, statistical tools such as SPSS analysis and partial least squares structural equation modelling were used. The results obtained were: there is a positive influence of consumer’s perceived animosity on brand avoidance behaviour in the automobile sector of Pakistan, as well as their perceived risk on brand avoidance behaviour in the automobile sector of Pakistan. The results also indicated that organisational disidentification favorably affects the brand avoidance behaviour of consumers in the automobile sector of Pakistan. Lastly, the research has also concluded that social networks play a vital role in maintaining brands’ perceived value among consumers. NA 2023-10-16 Thesis NonPeerReviewed text en http://ir.unimas.my/id/eprint/43059/3/Kamron%20Maqbool_dsva.pdf text en http://ir.unimas.my/id/eprint/43059/4/Thesis%20PhD_Kamran%20Maqbool%20-%2024%20pages.pdf text en http://ir.unimas.my/id/eprint/43059/8/Thesis%20PhD_Kamran%20Maqbool.ftext.pdf Kamran, Maqbool (2023) Brand Avoidance Behaviour and Moderating Role of Brand Recovery on Social Networks in Islamabad’s Passenger Car Market. PhD thesis, NA. NA
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
English
English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Kamran, Maqbool
Brand Avoidance Behaviour and Moderating Role of Brand Recovery on Social Networks in Islamabad’s Passenger Car Market.
description In Pakistan, the automobile industry has faced several challenges due to drastic changes in customers’ preference and technological innovations. The purchase of imported cars instead of locally manufactured cars is the consequence of the brand avoidance of consumers towards local brands due to perceived risk and animosity. The main objective of this research is to examine the impact of brand avoidance behaviour on Pakistan’s automobile industry. Majority of the research on the topic of brand avoidance is usually qualitative, analysing only singular brand avoidance reason, whereas this study employs a quantitative method to analyse brand avoidance, including different brand-related stimuli such as undesired selfcongruence, negative social influence, perceived animosity, perceived risk, organizational disidentification, boycotting, brand forgiveness, etc. Although past researches have examined the effect of different brand-related stimuli on brand avoidance, only limited research has investigated the role of brand recovery on social networks as a moderator between brand avoidance and brand forgiveness. This research was planned to fill this gap by investigating the effect of the said moderating variable between brand avoidance and brand forgiveness. The most significant contribution of this research is the introduction of brand recovery on social networks as moderator between brand avoidance and brand forgiveness to reduce existing gaps on perspective and theory related to brand avoidance. Moreover, the majority of past studies on brand avoidance were conducted in western countries and very few have focused on emerging markets such as Pakistan. This research was designed by using quantitative methods in which the data is collected in quantifiable manner to analyse the brand avoidance behaviour among the customers of the Pakistani automobile industry. The sample consists of 800 passenger car users in Islamabad. A questionnaire was developed through a series of steps consisting of measurement scales for each item measuring nine key constructs. For the purpose of data analysis, statistical tools such as SPSS analysis and partial least squares structural equation modelling were used. The results obtained were: there is a positive influence of consumer’s perceived animosity on brand avoidance behaviour in the automobile sector of Pakistan, as well as their perceived risk on brand avoidance behaviour in the automobile sector of Pakistan. The results also indicated that organisational disidentification favorably affects the brand avoidance behaviour of consumers in the automobile sector of Pakistan. Lastly, the research has also concluded that social networks play a vital role in maintaining brands’ perceived value among consumers.
format Thesis
author Kamran, Maqbool
author_facet Kamran, Maqbool
author_sort Kamran, Maqbool
title Brand Avoidance Behaviour and Moderating Role of Brand Recovery on Social Networks in Islamabad’s Passenger Car Market.
title_short Brand Avoidance Behaviour and Moderating Role of Brand Recovery on Social Networks in Islamabad’s Passenger Car Market.
title_full Brand Avoidance Behaviour and Moderating Role of Brand Recovery on Social Networks in Islamabad’s Passenger Car Market.
title_fullStr Brand Avoidance Behaviour and Moderating Role of Brand Recovery on Social Networks in Islamabad’s Passenger Car Market.
title_full_unstemmed Brand Avoidance Behaviour and Moderating Role of Brand Recovery on Social Networks in Islamabad’s Passenger Car Market.
title_sort brand avoidance behaviour and moderating role of brand recovery on social networks in islamabad’s passenger car market.
publisher NA
publishDate 2023
url http://ir.unimas.my/id/eprint/43059/3/Kamron%20Maqbool_dsva.pdf
http://ir.unimas.my/id/eprint/43059/4/Thesis%20PhD_Kamran%20Maqbool%20-%2024%20pages.pdf
http://ir.unimas.my/id/eprint/43059/8/Thesis%20PhD_Kamran%20Maqbool.ftext.pdf
http://ir.unimas.my/id/eprint/43059/
_version_ 1806430310853771264
score 13.211869

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