Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Service Brand Avoidance: A qualitative study of the drivers in the service industry
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Background 

Branding is a significant asset for a company, and can provide a firm with sole association and a special meaning for the consumer. Consumer research generally stresses the idea of positive consumption of brands and a gap in the consumer behaviour studies regarding brand avoidance can be exemplified. Subsequently, brand avoidance has recently received more attention, as the importance to identify what brands consumers deliberately avoid is as valuable to recognize. In order to get a more comprehensive image of the market, the relevance to examine the drivers of service brand avoidance has been identified.

Purpose

The purpose of this paper is to investigate the drivers of why people deliberately avoid certain service brands. Based upon the purpose, three questions have been framed: What are the drivers of brand avoidance in the service industry? How can the drivers identified connect to previous research, primarily made by Lee et al. (2009b) and later revised by Knittel et al. (2016)? Is it possible to draw conclusions regarding all services?

Method

The thesis is mainly exploratory in its nature due to the insights that is required in order to investigate people’s behaviour. The data has been collected through 16 semi- structured interviews where participants have shared their stories connected to service brand avoidance. The data has then been interpreted and in most cases been connected to previous literature.

Conclusion

Most consumers avoid several types of service brands, both deliberately and unconsciously. The findings from interviews have been connected to previous literature, but also some new conclusions have been made regarding the service industry. Five categories with sub-themes have been identified and linked to earlier studies by Lee et al. (2009b) and Knittel et al. (2016); experiential, identity, moral, deficit-value, and marketing avoidance. The findings show a deeper knowledge of brand avoidance but solely in the service industry. 

Place, publisher, year, edition, pages
2016. , p. 72
Keywords [en]
Service Brand Avoidance, Brand Avoidance, Consumer Behaviour, Anti-Consumption, Brand Relationship
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-30270ISRN: JU-IHH-FÖA-1-20160218OAI: oai:DiVA.org:hj-30270DiVA, id: diva2:933545
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2016-06-17 Created: 2016-06-06 Last updated: 2016-06-17Bibliographically approved

Open Access in DiVA

fulltext(1666 kB)764 downloads
File information
File name FULLTEXT01.pdfFile size 1666 kBChecksum SHA-512
8474af5a29c960495110a8d01d512649f3d881a80a3e1d3024028d6b43c0ced0e710ea8572b8851dec8cbecf83083b079023426f533abf2e261b36cc40d14214
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Löfgren, LudvigÖstlund, Anna
By organisation
JIBS, Marketing and Logistics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 764 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1111 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf