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A quantitative exploration of service brand avoidance and its antecedents among CNO customers – an emerging market perspective
Gordon Institute of Business Science, Business school in Sandton, South Africa.
Department of Marketing Management, University of Pretoria Private, South Africa.
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
2017 (English)Conference paper, Abstract (Refereed)
Abstract [en]

Branding research focuses primarily on products and not services, leading to limited insights into service brand avoidance. Understanding service brand avoidance and its possible antecedents will provide marketers with insights into service brand avoidance behaviour of customers in an emerging market and was therefore identified as purpose of this study. Data were collected from 327 South African cell phone customers and subjected to an exploratory factor analysis and multiple regression analysis. Identity avoidance and experiential avoidance were found to be the strongest predictors of service brand avoidance. Advertising avoidance, in contrast, did not predict service brand avoidance. This research contributes by quantitatively exploring service brand avoidance and its antecedents, as identified by previous qualitative research.

Place, publisher, year, edition, pages
2017.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-35576OAI: oai:DiVA.org:hj-35576DiVA: diva2:1097122
Conference
The 46th EMAC Annual Conference: Leaving Footprints, Groningen, May 23-26, 2017.
Available from: 2017-05-22 Created: 2017-05-22 Last updated: 2017-05-22Bibliographically approved

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CiteExportLink to record
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  • apa
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