...Dorothea Sekyiwa Otoo; Raphael Odoom; Stephen Mahama Braimah 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...

... community and customers to think is that you lack listening skills” (p. 114). Social media is not just for consumer or service‐specific organizations, however. It is applicable to and for the business‐to‐business arena as well, and chapter 10 of Content Rules, “Attention B2B companies,” makes...