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Brand aversion is an antonym of brand loyalty. It is a distrust or a dislike of products from a particular brand on the basis of past experiences with that brand and its products, similar to taste aversion.
Brand aversion can be the effect of obtrusive marketing strategies, bad press, a mass product recall, or other poor product launches.
Psychologically, the reasons for brand aversion have been explained by the attachment-aversion model using the same three dimensions ("3 Es") that characterize a product:
- enticing/annoying the self
- enabling/disabling the self and
- enriching/impoverishing the self (benefits/liabilities).
The more annoying/disabling/impoverishing a brand "feels", the more aversion will be produced and vice versa. As is the case with all brands, the conceived qualities need neither correspond to real assets nor shortcomings.