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:	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
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id	my-unimas-ir.43059
record_format	uketd_dc
spelling	my-unimas-ir.430592024-07-15T08:22:55Z Brand Avoidance Behaviour and Moderating Role of Brand Recovery on Social Networks in Islamabad’s Passenger Car Market. 2023-10-16 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 Thesis http://ir.unimas.my/id/eprint/43059/ http://ir.unimas.my/id/eprint/43059/3/Kamron%20Maqbool_dsva.pdf text en staffonly http://ir.unimas.my/id/eprint/43059/4/Thesis%20PhD_Kamran%20Maqbool%20-%2024%20pages.pdf text en public http://ir.unimas.my/id/eprint/43059/8/Thesis%20PhD_Kamran%20Maqbool.ftext.pdf text en validuser phd doctoral NA NA NA NA
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
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
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
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.
granting_institution	NA
granting_department	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
_version_	1804888424284422144

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

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