Brand Avoidance: Scale Development and Validation

Authors

  • Ajay Chandel Mittal School of Business, Lovely Professional University, Punjab, India.
  • Rohail Hassan Universiti Utara Malaysia; VIZJA University
  • Punam Mishra Institute of Management, JK Lakshmipat University, Jaipur, Rajasthan, India
  • Anurag Pahuja Mittal School of Business, Lovely Professional University, Punjab, India

DOI:

https://doi.org/10.7903/cmr.24295

Keywords:

Brand avoidance, Experiential brand avoidance, Value deficiency avoidance, Identity avoidance, Moral avoidance, Oppositional brand loyalty, Brand avoidance scale

Abstract

The study addresses the asymmetry in existing branding literature, which predominantly focuses on the positive outcomes of favorable consumer-brand relationships. It explores the consequences of negative brand assessments. This study identifies the key antecedents of brand avoidance and develops a validated scale to assess brand health. The research employs a mixed-methods approach, combining qualitative and quantitative methods, and collects data from millennial respondents using purposive sampling. As a result, we developed a brand avoidance scale and tested it for its reliability and validity. The study identifies five antecedents of brand avoidance: experiential, moral, deficit-value, identity, and oppositional brand-loyalty-based avoidance. The brand avoidance scale is quantitatively tested among millennials regarding their non-buying intention towards smartphones, which nomologically supports a positive relationship. This research contributes to the branding literature by providing a more balanced scale that incorporates both positive and negative outcomes. It is a practical tool for brand managers to assess and address their brand's health, particularly amid growing brand avoidance. The study is confined to millennials and their non-buying intentions towards smartphones. Future research could expand the application of the brand avoidance scale to other demographic groups and product categories. Brand managers may use this brand avoidance scale to evaluate and address the health of their brands, helping them understand and mitigate consumer brand avoidance behavior. This scale may help identify and address the negative perceptions that lead to brand avoidance.

Author Biographies

Ajay Chandel , Mittal School of Business, Lovely Professional University, Punjab, India.

Dr. Ajay Chandel is currently an Associate Professor at the Mittal School of Business, Lovely Professional University, specializing in Strategy and Brand Management. With 15 years of experience, he brings expertise in Strategic Management, Business Simulation, and Social Entrepreneurship. He has published extensively in SCOPUS and UGC-listed journals on topics such as Branding, Social Media Marketing, and SDGs. His case studies on SMEs and Social Entrepreneurship are featured in The Case Center in the UK, and he reviews for esteemed international journals.

Rohail Hassan, Universiti Utara Malaysia; VIZJA University

Dr. Rohail Hassan (Corresponding Author) is an Associate Professor of Corporate Governance and Finance and Director of PhD & D. Mangement Program at Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia. He is also a Chartered Manager Fellow (CMgr FCMI) of Chartered Management Institute (CMI), UK. In addition, he serves as an Adjunct Professor of Management at the VIZJA University, Warsaw, Poland. He also serves as an expert at the European Commission for the evaluation of proposals under the HORIZON-MSCA-2023 call. His research interests include corporate governance, board diversity, gender diversity, ESG, Blockchain, and Artificial Intelligence in business, big data and analytics, and strategy. His research has been published in leading management and top-tier peer-reviewed journals, including Journal of Business Research, Asia Pacific Journal of Management, IEEE Transactions on Engineering Management, Technological Forecasting and Social Change, International Journal of Information Management, Journal of Management and Organization, Maritime Policy & Management, Journal of Cleaner Production, Journal of Intellectual Capital, and Thunderbird International Business Review. He is a Series Editor for “Big Data for Industry 4.0: Challenges and Applications,” published by Taylor & Francis Group.

Punam Mishra, Institute of Management, JK Lakshmipat University, Jaipur, Rajasthan, India

Dr. Punam Mishra is currently an Associate Professor at the Institute of Management, JK Lakshmipat University, Jaipur, with over 18 years of experience in academics and industry. She holds a Ph.D. from the University of Rajasthan, Jaipur, and has expertise in marketing. Herteaching, research, and training focus on consumer behavior, digital marketing, and communication skills. Dr. Mishra has presented her work at prestigious conferences and published extensively in national and international journals.

Anurag Pahuja, Mittal School of Business, Lovely Professional University, Punjab, India

Prof. Anurag Pahuja is currently a Professor at the Mittal School of Business, Lovely Professional University, Phagwara. She serves as the chief editor of the International Journal of Business Ethics in Developing Economies. With more than 24 years of academic experience, she has served as a Visiting Professor in the Delhi-NCR region. Before this, she served as an Associate Professor at IMS Ghaziabad and an Assistant Professor at AIMTC, Jalandhar. Her academic contribution has been recognized through the Certificate of Excellence for "Faculty for Exemplary Research in Corporate Governance and Financial Management,” awarded by The Education Post and CIAC-Global, in association with CIHF, on August 22, 2016.

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Published

2026-08-02

How to Cite

Chandel , A., Hassan, R., Mishra, P., & Pahuja, A. (2026). Brand Avoidance: Scale Development and Validation. Contemporary Management Research, 22(3), 213–246. https://doi.org/10.7903/cmr.24295

Issue

Vol. 22 No. 3 (2026)

Section

Regular Paper