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Brand avoidance – a services perspective
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, 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 (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. Vol. 31, no 2, p. 179-196
Keywords [en]
Experiential avoidance; Advertising avoidance; Brand avoidance; Moral avoidance; Identity avoidance; Service brands; Communication avoidance; Deficit-value avoidance
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-43776DOI: 10.1108/EBR-02-2017-0033ISI: 000470893900002Scopus ID: 2-s2.0-85066896940Local ID: PP JIBS 2019;IHHMMTCISOAI: oai:DiVA.org:hj-43776DiVA, id: diva2:1318260
Available from: 2019-05-27 Created: 2019-05-27 Last updated: 2019-06-27Bibliographically approved

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Berndt, Adele

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Citation style
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