Brand avoidance – a services perspective

dc.contributor.authorBerndt, Adele
dc.contributor.authorPetzer, Daniël Johannes
dc.contributor.authorMostert, P.G. (Pierre)
dc.date.accessioned2019-07-09T12:39:25Z
dc.date.available2019-07-09T12:39:25Z
dc.date.issued2019
dc.description.abstractPURPOSE : 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.en_ZA
dc.description.departmentGordon Institute of Business Science (GIBS)en_ZA
dc.description.departmentMarketing Managementen_ZA
dc.description.librarianhj2019en_ZA
dc.description.sponsorshipThe National Research Foundation of South Africa (Grant Numbers: 104662 and 109341).en_ZA
dc.description.urihttp://www.emeraldinsight.com/loi/ebren_ZA
dc.identifier.citationAdele Berndt, Daniel J. Petzer and Pierre Mostert (2019) "Brand avoidance – a services perspective", European Business Review, Vol. 31 No. 2, pp. 179-196 DOI: https://doi.org/10.1108/EBR-02-2017-0033.en_ZA
dc.identifier.issn0955-534X (print)
dc.identifier.issn1758-7107 (online)
dc.identifier.other10.1108/EBR-02-2017-0033
dc.identifier.urihttp://hdl.handle.net/2263/70638
dc.language.isoenen_ZA
dc.publisherEmeralden_ZA
dc.rights© 2019, Emerald Publishing Limiteden_ZA
dc.subjectAdvertising avoidanceen_ZA
dc.subjectBrand avoidanceen_ZA
dc.subjectCommunication avoidanceen_ZA
dc.subjectDeficit-value avoidanceen_ZA
dc.subjectExperiential avoidanceen_ZA
dc.subjectIdentity avoidanceen_ZA
dc.subjectMoral avoidanceen_ZA
dc.subjectService brandsen_ZA
dc.titleBrand avoidance – a services perspectiveen_ZA
dc.typePostprint Articleen_ZA

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