Abstract
Brand avoidance is an everyday phenomenon in the lives of consumers. However, existing studies have not adequately investigated service brand avoidance from a phenomenology perspective. Thus, we employed a phenomenological approach to understanding service experiences that inform bank customers’ decisions to avoid bank brands. We interviewed 30 participants from Nigeria and Ghana who confirmed that they consciously decided not to use certain bank brands even though they could afford their service charges. We used thematic analysis techniques to analyse the data. The findings show that the participants avoid some bank brands due to service failure issues related to lack of empathy, delays and complex procedures, and technology. The implications of these findings are discussed at the end of the chapter.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Adam, D. R., Ofori, K. S., Okoe, A. F., & Boateng, H. (2018). Effects of structural and bonding-based attachment on brand loyalty. African Journal of Economic and Management Studies, 9(3), 305–318.
Almqvist, T., Forsberg, M., & Holmström, A. (2016). Brand avoidance: A study focusing on marketing communication within the sportswear industry in Sweden. Being a Bachelor thesis submitted at International Business School, Jonkoping University.
Amoako, G. K. (2012). Improving customer service in the banking industry-case of Ghana Commercial Bank (GCB)-Ghana. International Business Research, 5(4), 134–148.
Berndt, A., Petzer, D. J., & Mostert, P. (2019). Brand avoidance – A services perspective. European Business Review, (just-accepted), 00-00.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of marketing Science, 28(1), 128–137.
Black, I., & R, & Cherrier, H. (2010). Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values. Journal of Consumer Behaviour, 9, 437–453.
Boateng, H., Adam, D. R., Okoe, A. F., & Anning-Dorson, T. (2016). Assessing the determinants of internet banking adoption intentions: A social cognitive theory perspective. Computers in Human Behavior, 65, 468–478.
Bridges, E., Schramm, M., & Roy, A. (2018). Consumer choices among service brands offering ethical attributes. The Service Industries Journal, 1–23.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79–89.
Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687–1706.
Cherrier, H., Black, I. R., & Lee, M. (2011). Intentional non-consumption for sustainability: Consumer resistance and/or anti-consumption?. European Journal of Marketing, 45(11/12), 1757–1767.
Creswell, J. (2007). Qualitative inquiry & research design: Choosing among five approaches (2nd ed.). Sage.
Dursun, I., & Kabadayi, E. (2013). Resistance to persuasion in an anti consumption context: Biased assimilation of positive product information. Journal of Consumer Behaviour, 12, 93–101.
Ezeoha, A. (2007). Structural effects of banking industry consolidation in Nigeria: A review. Journal of Banking Regulation, 8, 159–176.
Grace, D., & O’Cass, A. (2005). Service branding: consumer verdicts on service brands. Journal of Retailing and Consumer Services, 12(2), 125–139.
Guba, E. G. (1981). Criteria for assessing the trustworthiness of naturalistic inquiries. Ectj, 29(2), 75–91.
Ha, H. Y., & John, J. (2010). Role of customer orientation in an integrative model of brand loyalty in services. The Service Industries Journal, 30(7), 1025–1046.
Hellberg, A., Melander, J., & Vong, A. (2016). Why do consumers avoid certain brands? Bachelor thesis submitted at International Business School, Jonkoping University.
Hoffmann, S. (2011). Anti-consumption as a means to Save Jobs. European Journal of Marketing, 45(11/12), 1702–1714.
Hsu, L. C., Wang, K. Y., Chih, W. H., & Lin, W. C. (2019). Modeling revenge and avoidance in the mobile service industry: Moderation role of technology anxiety. The Service Industries Journal, 39(1), 1–24.
Hutter, K., & Hoffmann, S. (2013). Carrotmob and anti-consumption: Same motives but different willingness to make sacrifices? Journal of Macromarketing, 33(3), 217–231.
Johansson, W., Nikolov, N. A., & Pehrsson, J. (2016). Identity brand avoidance: Understanding the interdependencies and main drivers of brand avoidance (dissertation). Retrieved August 18, 2021, from https://www.diva-portal.org/smash/get/diva2:932803/FULLTEXT01.pdf
Kaplan, M. D., & Kaplan, Y. C. (2011). Anti-consumption of public services: Vaccine(not)ion for Swine Flu. Management Research Review, 34(3), 353–363.
Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(2), 14–19.
Kim, H., Choo, H., & Yoon, N. (2013). The motivational drivers of fast fashion avoidance. Journal of Fashion Marketing and Management: An International Journal, 17(2), 243–260.
Knittel, Z., Beurer, K., & Berndt, A. (2016). Brand avoidance among generation Y consumers. Qualitative Market Research: An International Journal, 19(1), 27–43.
Lee, M., Conroy, D., & Motion, J. (2009a). “Brand avoidance: A negative promises perspective”, in McGill, A.L. & Shavitt, S. (Eds). Advances in Consumer Research, 36, 421–429.
Lee, M., Fernandez, K. V., & Hyman, M. (2009b). Anti-consumption: An overview and research agenda. Journal of Business Research, 62(2), 145–147.
Lee, M., Conroy, D., & Motion, J. (2012). Brand avoidance, genetic modification, and brandlessness. Australasian Marketing Journal, 20, 297–302.
Malhotra, N. K. (2012). Marketing research: An applied approach. Harlow, Pearson.
Narteh, B. (2013). Service quality in automated teller machines: An empirical investigation. Managing Service Quality: An International Journal, 23(1), 62–89.
Narteh, B., Odoom, R., Braimah, M., & Buame, S. (2012). Key drivers of automobile brand choice in sub-Saharan Africa: The case of Ghana. Journal of Product & Brand Management, 21(7), 516–528.
Narteh, B., & Owusu-Frimpong, N. (2011). An analysis of students’ knowledge and choice criteria in retail bank selection in Sub-Saharan Africa: The case of Ghana. International Journal of Bank Marketing, 29(5), 373–397.
O’loughlin, D., & Szmigin, I. (2007). Services branding: Revealing the rhetoric within retail banking. The Service Industries Journal, 27(4), 435–452.
Opoku, R., & A, Atuobi-Yiadom, H., Chong, C., S, & Abratt, R. (2009). The impact of internal marketing on the perception of service quality in retail banking: A Ghanaian case. Journal of Financial Services Marketing, 13(4), 317–329.
Strandvik, T., Rindell, A., & Wilén, K. (2013). Ethical consumers’ brand avoidance. Journal of Product & Brand Management, 22(7), 484–490.
van Manen, M. (1990). Researching lived experience: Human science for an action sensitive pedagogy. State University of New York Press.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Boateng, H., Uzo, U., Adeola, O., Hinson, R.E. (2022). Bank Brand Avoidance: Service Perspectives from Nigeria and Ghana. In: Adeola, O., Hinson, R.E., Sakkthivel, A.M. (eds) Marketing Communications and Brand Development in Emerging Economies Volume I. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-88678-3_4
Download citation
DOI: https://doi.org/10.1007/978-3-030-88678-3_4
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-88677-6
Online ISBN: 978-3-030-88678-3
eBook Packages: Business and ManagementBusiness and Management (R0)