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Service brand avoidance in business-to-business relationships

Dorothea Sekyiwa Otoo (Department of Marketing and Entrepreneurship, University of Ghana Business School, Accra, Ghana)
Raphael Odoom (Department of Marketing and Entrepreneurship, University of Ghana Business School, Accra, Ghana and Department of Marketing and Management, College of Business and Economics, University of Johannesburg, Auckland Park, South Africa)
Stephen Mahama Braimah (Department of Marketing and Entrepreneurship, University of Ghana Business School, Accra, Ghana)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 14 July 2022

Issue publication date: 19 January 2023

427

Abstract

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.

Keywords

Acknowledgements

The authors acknowledge funding support by the University of Ghana Business School (Award Number: #02821821).

Citation

Otoo, D.S., Odoom, R. and Braimah, S.M. (2023), "Service brand avoidance in business-to-business relationships", Journal of Product & Brand Management, Vol. 32 No. 1, pp. 93-106. https://doi.org/10.1108/JPBM-10-2020-3172

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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