Service brand avoidance in business-to-business relationships

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.