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.
Satumba, Rutendo Margret(University of Pretoria, 2012-09-12)
The structure of the tax system is important in developing a workable environment capable of diminishing both the extent and the opportunities for tax avoidance and evasion. Generally, taxpayers dislike paying taxes, which ...
Kwenaite, Sindi; Van Heerden, Ariana(Art Historical Work Group of South Africa, 2011)
Dress is integral to visual culture. Judges, cultural vigilantes and in some cases, females themselves,
have expressed or supported the notion that a woman deserves to be violated for her choice of
dress. Such choice of ...
One of the most frequently quoted tax statements in articles and referred to by our judiciary must be that
“Every man has the right to arrange his affairs in such a manner to pay the least tax possible”. However,