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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.