Motivational drivers of Chinese consumers' brand avoidance behaviours: a perspective of sportswear

The purpose of this study was to examine consumers' brand avoidance behaviours toward sportswear brands in the Chinese sportswear market. A theoretical framework was proposed regarding the influence of motivational drivers as well as the moderating effect of country of origin on consumers' brand avoidance behaviours. A focus group study and a web-based survey were used to collect data to test the relationships proposed in the theoretical framework. The results suggested that avoidance toward sportswear brands existed among Chinese consumers. Motivational factors including negative shopping and consumption experience, negative brand identity, and unpleasant advertising had significant influences on Chinese consumers' avoidance behaviours toward sportswear brands. Additionally, brands' country of origin moderated the relationships between brand avoidance drivers and Chinese consumers' brand avoidance toward sportswear brands. This study fills a gap in the literature on brand avoidance, and provides great insight for the sportswear industry in China.