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Publications (10 of 60) Show all publications
Berndt, A., Petzer, D. J. & Mostert, P. (2019). Brand avoidance – a services perspective. European Business Review, 31(2), 179-196
Open this publication in new window or tab >>Brand avoidance – a services perspective
2019 (English)In: European Business Review, ISSN 0955-534X, E-ISSN 1758-7107, Vol. 31, no 2, p. 179-196Article in journal (Refereed) Published
Abstract [en]

Purpose

The purpose of this paper is to gain insight into brand avoidance of service brands and explore whether the different types of brand avoidance identified in a product context apply to service providers.

Design/methodology/approach

Because of the exploratory nature of the study, the critical incident method and semi-structured interviews were used to achieve the purpose of the study.

Findings

The findings suggest that five types of brand avoidance, as identified in studies involving product brands, can be identified as impacting service brands. In addition, the findings show that advertising avoidance should be expanded to communication avoidance because of the multifarious communication influences that were identified. The study proposes a framework to deepen the understanding of the types of brand avoidance affecting service brands.

Research limitations/implications

Since the different types of brand avoidance previously identified are also evident in a services environment, service providers should develop strategies to deal with the different types of service brand avoidance. The findings are broad in scope because of the exploratory nature of the study, and a detailed analysis of each type of service brand avoidance is still required.

Originality/value

This paper focuses on the various types of brand avoidance and their manifestation in the services context. The study contributes by showing that the broader concept of communication, not only advertising, should be considered when studying brand avoidance in a service context.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019
Keywords
Experiential avoidance; Advertising avoidance; Brand avoidance; Moral avoidance; Identity avoidance; Service brands; Communication avoidance; Deficit-value avoidance
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-43776 (URN)10.1108/EBR-02-2017-0033 (DOI)000470893900002 ()2-s2.0-85066896940 (Scopus ID)PP JIBS 2019;IHHMMTCIS (Local ID)PP JIBS 2019;IHHMMTCIS (Archive number)PP JIBS 2019;IHHMMTCIS (OAI)
Available from: 2019-05-27 Created: 2019-05-27 Last updated: 2019-06-27Bibliographically approved
Berndt, A. & Hollebeek, L. D. (2019). Brand image and reputation development in higher education institutions (1ed.). In: B. Nguyen, T. C. Melewar & J. Hemsley-Brown (Ed.), Strategic brand management in higher education: (pp. 143-158). Abingdon: Routledge
Open this publication in new window or tab >>Brand image and reputation development in higher education institutions
2019 (English)In: Strategic brand management in higher education / [ed] B. Nguyen, T. C. Melewar & J. Hemsley-Brown, Abingdon: Routledge, 2019, 1, p. 143-158Chapter in book (Refereed)
Place, publisher, year, edition, pages
Abingdon: Routledge, 2019 Edition: 1
Series
Routledge Studies in Marketing
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-43325 (URN)9780367139421 (ISBN)9780429029301 (ISBN)
Available from: 2019-03-13 Created: 2019-03-13 Last updated: 2019-03-13Bibliographically approved
Berndt, A. & Peasley, M. (2019). Understanding collaborative consumption: A three-country study: An abstract. In: P. Rossi & N. Krey (Ed.), Finding new ways to engage and satisfy global customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC). Paper presented at Academy of Marketing Science World Marketing Congress, Porto, Portugal, June 27-29, 2018 (pp. 869-870). Cham: Springer
Open this publication in new window or tab >>Understanding collaborative consumption: A three-country study: An abstract
2019 (English)In: Finding new ways to engage and satisfy global customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) / [ed] P. Rossi & N. Krey, Cham: Springer, 2019, p. 869-870Conference paper, Oral presentation with published abstract (Refereed)
Place, publisher, year, edition, pages
Cham: Springer, 2019
Series
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-45473 (URN)10.1007/978-3-030-02568-7_240 (DOI)978-3-030-02567-0 (ISBN)978-3-030-02568-7 (ISBN)
Conference
Academy of Marketing Science World Marketing Congress, Porto, Portugal, June 27-29, 2018
Available from: 2019-08-07 Created: 2019-08-07 Last updated: 2019-08-07Bibliographically approved
Berndt, A. (2018). Building customer relationships and loyalty (3ed.). In: A. Berndt & C. Boshoff (Ed.), Services marketing: A contemporary approach (pp. 322-345). Cape Town: Juta Publishers
Open this publication in new window or tab >>Building customer relationships and loyalty
2018 (English)In: Services marketing: A contemporary approach / [ed] A. Berndt & C. Boshoff, Cape Town: Juta Publishers, 2018, 3, p. 322-345Chapter in book (Other academic)
Place, publisher, year, edition, pages
Cape Town: Juta Publishers, 2018 Edition: 3
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-43334 (URN)9781485129301 (ISBN)
Available from: 2019-03-13 Created: 2019-03-13 Last updated: 2019-03-13Bibliographically approved
Berndt, A. (2018). Business-to-business marketing (4ed.). In: M. Tait & M. Roberts-Lombard (Ed.), Relationship marketing and customer relationship management: (pp. 137-153). Capte Town: Juta Publishers
Open this publication in new window or tab >>Business-to-business marketing
2018 (English)In: Relationship marketing and customer relationship management / [ed] M. Tait & M. Roberts-Lombard, Capte Town: Juta Publishers, 2018, 4, p. 137-153Chapter in book (Other academic)
Place, publisher, year, edition, pages
Capte Town: Juta Publishers, 2018 Edition: 4
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-43326 (URN)978-1-48512-928-8 (ISBN)
Available from: 2019-03-13 Created: 2019-03-13 Last updated: 2019-03-13Bibliographically approved
Markowska, M., Berndt, A. & Melander, A. (2018). Equity (Crowd)funding and wellbeing. In: : . Paper presented at RENT XXXII Conference, Toledo, Spain, November 15-16, 2018. European Institute for Advanced Studies in Management (EIASM)
Open this publication in new window or tab >>Equity (Crowd)funding and wellbeing
2018 (English)Conference paper, Published paper (Refereed)
Place, publisher, year, edition, pages
European Institute for Advanced Studies in Management (EIASM), 2018
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-41898 (URN)
Conference
RENT XXXII Conference, Toledo, Spain, November 15-16, 2018
Note

Main theme: "Sustainable Entrepreneurship: a Win-Win Strategy for the Future"

Available from: 2018-10-25 Created: 2018-10-25 Last updated: 2018-10-25Bibliographically approved
Berndt, A. (2018). Implementing customer relationship management in an organisation (4ed.). In: M. Tait & M. Roberts-Lombard (Ed.), Relationship marketing and customer relationship management: (pp. 197-212). Capte Town: Juta Publishers
Open this publication in new window or tab >>Implementing customer relationship management in an organisation
2018 (English)In: Relationship marketing and customer relationship management / [ed] M. Tait & M. Roberts-Lombard, Capte Town: Juta Publishers, 2018, 4, p. 197-212Chapter in book (Other academic)
Place, publisher, year, edition, pages
Capte Town: Juta Publishers, 2018 Edition: 4
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-43329 (URN)978-1-48512-928-8 (ISBN)
Available from: 2019-03-13 Created: 2019-03-13 Last updated: 2019-03-13Bibliographically approved
Manzoor, A., Müllern, T. & Berndt, A. (2018). International Consumers Airline Experiences and Negative Brand Emotions Expressed on Social Media: A Consumer Perspective. In: Barbara Jankowska, Anna Matysek-Jędrych, Katarzyna Mroczek-Dąbrowska (Ed.), Proceedings of the 44th annual conference of european international business academy: International Business in a Transforming World – the Changing Role of States and Firms. Paper presented at 44th European International Business Academy Conference (EIBA 2018), December 13-15, Poznan, Poland, 2018 (pp. 148-149). Poznań University of Economics and Business
Open this publication in new window or tab >>International Consumers Airline Experiences and Negative Brand Emotions Expressed on Social Media: A Consumer Perspective
2018 (English)In: Proceedings of the 44th annual conference of european international business academy: International Business in a Transforming World – the Changing Role of States and Firms / [ed] Barbara Jankowska, Anna Matysek-Jędrych, Katarzyna Mroczek-Dąbrowska, Poznań University of Economics and Business , 2018, p. 148-149Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

No doubt the airline industry has been growing globally and generating profit as international business, and it becomes more challenging for airline companies to deal with international consumers and develop a better marketing strategy to satisfy them. Using a consumer perspective on social media, we noted that consumers expressed different types of negative brand emotions while sharing their negative experiences of Qatar Airways and Turkish Airline. Brand emotions are mental and physical experiences directed towards a brand. Thus, we argue that negative brand emotions are explicitly expressed towards airline brands on social media. By using netnography research method, we revealed five dimensions of negative brand emotions namely unhappy, disappointed, anger, disgust, and terrible or awful. Consumers more expressed these negative brand emotions while complaining about various service failures including staff rude behavior, seating issues, food quality, luggage mishandled, flight delayed and discrimination among passengers. Consistent with previous studies, international consumers showed various behavioral reactions, for instance, complaints, negative electronic word-of-mouth, brand avoidance and claimed for compensations due to service failures. We discussed our findings related to negative experiences, service failures and behavioral reactions of international consumers towards airlines.

Place, publisher, year, edition, pages
Poznań University of Economics and Business, 2018
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-43387 (URN)978-83-952955-0-8 (ISBN)
Conference
44th European International Business Academy Conference (EIBA 2018), December 13-15, Poznan, Poland, 2018
Available from: 2019-03-27 Created: 2019-03-27 Last updated: 2019-03-27Bibliographically approved
du Plessis, F. & Berndt, A. (2018). Introduction to services marketing (3ed.). In: A. Berndt & C. Boshoff (Ed.), Services marketing: A contemporary approach (pp. 1-33). Cape Town: Juta Publishers
Open this publication in new window or tab >>Introduction to services marketing
2018 (English)In: Services marketing: A contemporary approach / [ed] A. Berndt & C. Boshoff, Cape Town: Juta Publishers, 2018, 3, p. 1-33Chapter in book (Other academic)
Place, publisher, year, edition, pages
Cape Town: Juta Publishers, 2018 Edition: 3
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-43333 (URN)9781485129301 (ISBN)
Available from: 2019-03-13 Created: 2019-03-13 Last updated: 2019-03-13Bibliographically approved
Berndt, A. & Boshoff, C. (Eds.). (2018). Services marketing: A contemporary approach (3ed.). Cape Town: Juta Publishers
Open this publication in new window or tab >>Services marketing: A contemporary approach
2018 (English)Collection (editor) (Other academic)
Place, publisher, year, edition, pages
Cape Town: Juta Publishers, 2018. p. 488 Edition: 3
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-43332 (URN)9781485129301 (ISBN)
Available from: 2019-03-13 Created: 2019-03-13 Last updated: 2019-03-13Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-6633-632X

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