Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Brand avoidance – a services perspective
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi. Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Media, Management and Transformation Centre (MMTC).ORCID-id: 0000-0002-6633-632X
Gordon Institute of Business Science, University of Pretoria, Johannesburg, South Africa.
Department of Marketing Management, University of Pretoria, South Africa.
2019 (engelsk)Inngår i: European Business Review, ISSN 0955-534X, E-ISSN 1758-7107, Vol. 31, nr 2, s. 179-196Artikkel i tidsskrift (Fagfellevurdert) 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.

sted, utgiver, år, opplag, sider
Emerald Group Publishing Limited, 2019. Vol. 31, nr 2, s. 179-196
Emneord [en]
Experiential avoidance; Advertising avoidance; Brand avoidance; Moral avoidance; Identity avoidance; Service brands; Communication avoidance; Deficit-value avoidance
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-43776DOI: 10.1108/EBR-02-2017-0033ISI: 000470893900002Scopus ID: 2-s2.0-85066896940Lokal ID: PP JIBS 2019;IHHMMTCISOAI: oai:DiVA.org:hj-43776DiVA, id: diva2:1318260
Tilgjengelig fra: 2019-05-27 Laget: 2019-05-27 Sist oppdatert: 2019-06-27bibliografisk kontrollert

Open Access i DiVA

Fulltext(542 kB)128 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 542 kBChecksum SHA-512
f60c16bdb91c13956947e2c21347953bab9e2b116d06af86b613a484a07424dd2912aee0c711ca2f5ef79785ff9ad12e3d33954139271ebdb7895a4d00834804
Type fulltextMimetype application/pdf

Andre lenker

Forlagets fulltekstScopus

Personposter BETA

Berndt, Adele

Søk i DiVA

Av forfatter/redaktør
Berndt, Adele
Av organisasjonen
I samme tidsskrift
European Business Review

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 128 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

doi
urn-nbn

Altmetric

doi
urn-nbn
Totalt: 178 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf