Abstract
The purpose of this study is to examine how the increasingly prevalent business membership model is linked to potential brand avoidance. Based on a qualitative examination of consumer complaints from two organizations that utilize membership business models, this research demonstrates how consumer complaints are highly consistent with established brand avoidance antecedents. The findings offer a cautionary warning to business decision-makers who manage membership business models with consumers as well as to those who are considering implementing such an approach. The implications for these decision-makers are discussed.
Copyright
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Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2025.120202
Publication Date
12-2025
First Page
1
Last Page
21
Recommended Citation
Peters, C. & Brooks, B.W. (2025). An examination of brand avoidance among consumers of membership business models. Journal of Applied Marketing Theory, 12(2), 1-21. ISSN: 2151-3236.
Supplemental Dois