...Zana Knittel; Karolin Beurer; Adele Berndt Purpose – The purpose of this research is to explore the reasons for brand avoidance among Generation Y consumers. Researchers have traditionally focused on the positive relationship between consumers and brands, but, increasingly, consumers...

.... These observations, focusing on luxury consumers and luxury brands, contrast with previous findings of Sandikci and Ekici (2009) , who found some evidence for politically motivated brand rejection in Turkey, albeit with a low involvement, non‐luxury beverage as the focal product. We suggest brand avoidance...