Service brand avoidance in business-to-business relationships

Dorothea Sekyiwa Otoo is an MPhil Marketing graduate from the University of Ghana Business School. Her research interests are in the areas of consumer behaviour, brand engagement and b2b marketing. She has published in the Journal of Applied Research in Higher Education.

Raphael Odoom (PhD) is a research associate at the Department of Marketing Management, University of Johannesburg and currently with the University of Ghana Business School. His research interests are in the areas of branding, digital marketing and small business management. He has published in the International Journal of Contemporary Hospitality Management, Journal of Enterprise Information Management, Marketing Intelligence and Planning, Qualitative Market Research: An International Journal, Services Marketing Quarterly, among others.

Stephen Mahama Braimah is a Senior Lecturer at the University of Ghana Business School, with the Department of Marketing and Entrepreneurship. He holds a PhD in Marketing from the University of Ghana. He has published several research articles in internationally recognised peer reviewed journals and presented several papers at reputable international conferences. He had vast experience in the private sector, having held senior management positions in several firms in different industries prior to joining the University of Ghana. Dr Braimah is an experienced human capital development expert and has designed and implemented various executive development programs for both profit oriented and non-profit oriented organisations, as well as government ministries, departments and agencies, in and outside Ghana.