TY - JOUR
T1 - Service brand avoidance in business-to-business relationships
AU - Otoo, Dorothea Sekyiwa
AU - Odoom, Raphael
AU - Braimah, Stephen Mahama
N1 - Publisher Copyright:
© 2022, Emerald Publishing Limited.
PY - 2023/1/19
Y1 - 2023/1/19
N2 - Purpose: This paper aims to examine the drivers of service brand avoidance in business-to-business relationships within an emerging economy setting. Design/methodology/approach: This study used an explanatory research design with a quantitative approach. Data was obtained through self-administered questionnaires and a uniform resource locator via Google Forms. The hypothesised relationships were analysed using the partial least squares structural equation modelling technique. Findings: This research reveals that unmet expectations, symbolic incongruence and failed communications directly influence brand avoidance, while ideological incompatibility significantly impacts symbolic incongruence. In contrast, unacceptable trade-offs and ideological incompatibility do not directly influence brand avoidance in B2B relationships. Research limitations/implications: Future studies may consider examining brand avoidance by business clients within other specific industries and its impact on co-branding agreements. Originality/value: This study provides empirical evidence of drivers of service brand avoidance within business markets from an emerging economy perspective.
AB - Purpose: This paper aims to examine the drivers of service brand avoidance in business-to-business relationships within an emerging economy setting. Design/methodology/approach: This study used an explanatory research design with a quantitative approach. Data was obtained through self-administered questionnaires and a uniform resource locator via Google Forms. The hypothesised relationships were analysed using the partial least squares structural equation modelling technique. Findings: This research reveals that unmet expectations, symbolic incongruence and failed communications directly influence brand avoidance, while ideological incompatibility significantly impacts symbolic incongruence. In contrast, unacceptable trade-offs and ideological incompatibility do not directly influence brand avoidance in B2B relationships. Research limitations/implications: Future studies may consider examining brand avoidance by business clients within other specific industries and its impact on co-branding agreements. Originality/value: This study provides empirical evidence of drivers of service brand avoidance within business markets from an emerging economy perspective.
KW - Brand avoidance
KW - Business-to-business
KW - Service
UR - http://www.scopus.com/inward/record.url?scp=85133949161&partnerID=8YFLogxK
U2 - 10.1108/JPBM-10-2020-3172
DO - 10.1108/JPBM-10-2020-3172
M3 - Article
AN - SCOPUS:85133949161
SN - 1061-0421
VL - 32
SP - 93
EP - 106
JO - Journal of Product and Brand Management
JF - Journal of Product and Brand Management
IS - 1
ER -