Service Brand Avoidance in Business-To-Business Relations: Evidence from Ghana

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University of Ghana


This study examines service brand avoidance within the business market. Specifically, it assesses the applicability of the drivers of brand avoidance within the business-to-consumer (B2C) market in business-to-business (B2B) relations and assesses dissimilarities in customer responses to service brands based on customer business type. Employing an explanatory research design and a quantitative research approach, data for the study was attained through self-administered questionnaires and a uniform resource locator (URL) through Google forms. The population of interest was businesses within the Accra metropolis of Ghana avoiding a telecommunication network brand. Respondents were selected using a purposive sampling technique. 346 out of the 398 questionnaires administered were used to analyse hypothesised relationships using partial least squares structural equation modelling (PLS SEM) technique. The findings revealed that unmet expectations, symbolic incongruence and failed communications have direct significant influences on brand avoidance, while ideological incompatibility has a significant influence on symbolic incongruence. Additionally, unacceptable trade-offs and ideological incompatibility though not directly, influence brand avoidance when symbolic incongruence acts as a mediator. Further, the study revealed that customers’ business types account for some disparities in their responses to Telecommunication brands. This study contributes to literature new knowledge regarding brand avoidance within the business market from an emerging economy perspective. It provides empirical evidence as well as makes recommendations to brands and organisations on what to do and stay away from in order not only to ensure a purchase, but secure repeat purchases and loyalty. Future studies may consider examining brand avoidance by business clients within other industries as well as the impact it may have on co-branding agreements.


MPhil. Marketing


Business Market, Service Brand, Business to consumer market, Business to Business relations