Anti-Consumption In The Context Of Brand Relationships

This paper presents a conceptual framework that outlines the various brand relationships consumers have with a special focus on negative brand relationships, and those that relate to anti-brand behaviors. Based on the empathy map, the framework consists of four main parts: how consumers think (share of mind) and feel (share of the heart) about brands, which in turn affect what consumers say (share of voice) and do (share of wallet) with the brands. The framework combines more than 40 branding concepts into one comprehensive, coherent, unified and easy-to-understand framework where concepts are categorized by their degree of intensity.