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Keywords: Service
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Journal Articles
Journal of Product & Brand Management (2023) 32 (1): 93–106.
Published: 14 July 2022
...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...
