Avoid behavior of consumers for GSM operator brands: Van example

Brand avoidance as a specific type of anti-consumption is expressed as a behaviour of intentional abandonment or secession of a certain brand by consumers. The subject of this research is determined as an analysis of consumers' avoidance behaviours of GSM operator brands. With this study, it has been tried to find answers to the questions of why consumers avoid a brand, what factors are effective in avoidance behaviour and the extent of avoidance behaviours. Especially, the relationships between the brand avoidance, experiential avoidance, avoidance of identity, moral avoidance and avoidance of missing values, negative oral communication and online complaints behaviours were analysed. The research model and hypotheses established in line with the research purpose were tested with structural equation modelling. The sample size of the research was determined as 655. According to the results of the research, it was concluded that the dimensions of brand avoidance were effective on consumers' abandonment of buying, negative oral communication and behaviour of online complaint. Keywords: Anti-Consumption, Brand Avoidance, Negative Word-of-Mouth, Online Complaint.