CONSUMER RESISTANCE TO MARKETING: DRIVERS, MANIFESTATIONS, AND IMPLICATIONS

Consumer resistance has emerged as a defining force in contemporary marketing, reshaping traditional brand-consumer dynamics. This paper examines how empowered consumers are increasingly rejecting or challenging marketing practices perceived as intrusive, unethical, or inconsistent, driven by social media, declining trust, and heightened ethical awareness. Drawing on theoretical insights and global case studies, the analysis highlights how resistance manifests along a spectrum, ranging from quiet avoidance to collective activism. At the same time, resistance is positioned as a feedback mechanism, signalling shifts in societal expectations and offering opportunities for authentic, transparent, and dialogic brand strategies. The article argues that navigating resistance requires moving from persuasion to participation, embedding accountability, responsiveness, and value alignment into communication and long-term brand positioning.