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Article
Publication date: 14 July 2022

Dorothea Sekyiwa Otoo, Raphael Odoom and Stephen Mahama Braimah

This paper aims to examine the drivers of service brand avoidance in business-to-business relationships within an emerging economy setting.

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Abstract

Purpose

This paper aims to examine the drivers of service brand avoidance in business-to-business relationships within an emerging economy setting.

Design/methodology/approach

This study used an explanatory research design with a quantitative approach. Data was obtained through self-administered questionnaires and a uniform resource locator via Google Forms. The hypothesised relationships were analysed using the partial least squares structural equation modelling technique.

Findings

This research reveals that unmet expectations, symbolic incongruence and failed communications directly influence brand avoidance, while ideological incompatibility significantly impacts symbolic incongruence. In contrast, unacceptable trade-offs and ideological incompatibility do not directly influence brand avoidance in B2B relationships.

Research limitations/implications

Future studies may consider examining brand avoidance by business clients within other specific industries and its impact on co-branding agreements.

Originality/value

This study provides empirical evidence of drivers of service brand avoidance within business markets from an emerging economy perspective.

Details

Journal of Product & Brand Management, vol. 32 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 25 January 2019

Godfred Matthew Yaw Owusu, Rita Amoah Bekoe, Dorothea Sekyiwa Otoo and Akua Pokuaa Essah Koli

The purpose of this paper is to examine the views of university students on social networking sites (SNSs) adoption for educational purposes and investigate the factors that…

459

Abstract

Purpose

The purpose of this paper is to examine the views of university students on social networking sites (SNSs) adoption for educational purposes and investigate the factors that motivate students to use SNSs for academic purposes.

Design/methodology/approach

A survey method of research was adopted and questionnaires were administered to the respondent group. A total of 522 valid responses from the University of Ghana Business School Students were used in the empirical analysis. Regression analysis was used to examine the relationship among the key constructs of the study.

Findings

The results of this study suggest that perceived usefulness, perceived ease of use, the existence of facilitating conditions and the purposes of SNSs are the key factors that motivate students to adopt SNSs for academic purposes. However, the influence of other people in society and the desire to be identified with social groups were found not to be important predictors of SNSs use by students for educational purposes.

Research limitations/implications

The data examined in this study are based on sample responses from only one university, which may limit the extent of generalization of the findings.

Originality/value

This paper provides some useful insights into the key predictors of SNSs adoption for educational use by university students from the perspective of a developing country.

Details

Journal of Applied Research in Higher Education, vol. 11 no. 1
Type: Research Article
ISSN: 2050-7003

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