Research Papers/Topics in Marketing

DETERMINANTS OF GLOBAL MARKETING PERFORMANCE DURING COVID-19 PANDEMIC

The Sudden outbreak of Covid-19 Pandemic brought a completely new order in national and globaltransactions. The pandemic greatly affected business performance. The global Marketing and World-wide businesses were challenged to retool in order to achieve better and successful performance. Based on this development, establishing the determinants of global marketing performance becomes inevitable for global marketers that wish to remain relevant. The period of Covid-19 witnessed unprecedented eng...

Understanding Brand Journalism and Its Role in Marketing Communications: A Study of Selected Firms in Ghana

ABSTRACT Marketing communications is losing its effectiveness because audiences have become disillusioned with marketing communications messages. Brand journalism has been identified as possessing qualities capable of countering marketing communications’ slumping effectiveness. However, more is yet to be known about brand journalism, due to its status as a nascent field of academic inquiry. This study, therefore, seeks to enhance understanding of brand journalism by exploring its dimension...

Relationship Marketing Practices and Customer Retention in The Mobile Telecommunications Industry of Ghana

ABSTRACT This main objective of this study is to determine the relationship between relationship marketing practices and customer retention in the mobile telecommunications industry of Ghana. Specifically, the study sought to analyses the direct and indirect relationship among relationship marketing (RM) practices of trust, commitment, conflict handling on customer retention. To achieve the objectives of the study, hypothesis was formulated based on literature reviewed and a descriptive ...

Firm-Level Determinants of Export Performance of Ghanaian Small and Medium Enterprises

ABSTRACT The purpose of this study is to examine the firm-level determinants of export performance of Small and Medium Enterprises (SMEs) using the Strategic Export Model. This study attempts to understand how internal/firm-level variables can be used to complement macro-level policies and programmes to help improve the level of exports in Ghana. The aim of this study therefore is to examine how firm characteristics, firm competencies and capabilities, and firm export marketing strategies of ...

Service Innovation and Customer Satisfaction: The Mediating Role of Customer Value Creation

ABSTRACT Quiet recently, service innovation is seen as a key way of firm survival, and has gained lots of attention not only from academic scholars but also industry experts. However, there have been some erroneous perceptions that innovation is a preserve of manufacturing businesses and as a result, scholarly evidence suggests that the practice has not gained much attention within services business settings. The study explores the relationships among service innovation, customer value creat...

The Influence of Facebook Usage On Sales Performance: The Mediating Role of Employees’ Service Behaviors

ABSTRACT The purpose of this study is to examine the influence of Facebook usage on sales performance and explore whether an employee's service behaviour has a mediating effect on the relationship between Facebook usage and sales performance. This study employed an explanatory research design to explain the cause-and-effective relationship among Facebook usage, an employee's service behaviour and sales performance. Self-administered questionnaires and the use of a uniform resource locator (U...

Healthcare Branding and Consumer Patronage in Ghana

ABSTRACT Healthcare is a very personalized and important service that is globally used which considerably affects economies and the quality of daily lives. In most parts of the world and Ghana, healthcare is experiencing unprecedented growth with changing cost structures and healthcare laws are also evolving. As a corollary, healthcare providers are experiencing increased competitive pressures providing consumers with a lot of options and making them active decision makers in their healthcare...

Corporate Branding and Consumer Attitude: The Mediating Role of Brand Positioning

ABSTRACT The reforms introduced in the banking sector since 2006 by the central bank in Ghana has changed the sector significantly. The changes include deregulation and minimum capital requirement. These have seen an influx of foreign banks into the Ghanaian market. The influx of more banks in Ghana have paved way for consumers to have multiple choices of banks to select from. Studies have indicated that trust is a key ingredient consumers’ use in their brand selection. Meanwhile, other stu...

Marketing Communication Tools And Savings Mobilization Drive Of Selected Microfinance Banks In Akwa Ibom State, Nigeria

ABSTRACTThe competitive landscape in the Microfinance Banking Industry has accentuated the need for effective marketing communication strategy in the marketing of bank services. The objective of this study was to examine the effect of marketing communication tools on the savings mobilization drive of microfinance banks in Akwa Ibom State. To achieve this objective, data were collected using a survey of 400 respondents drawn from the bank branch/cash centres marketing managers, selected staff ...

ENHANCING CORPORATE GOAL THROUGH STRATEGIC MARKETING PLANNING (A STUDY OF LAFARGE WAPCO NIG. PLC)

Organizational performance is getting more and more important, especially in a market withgreater competition and changing economic dynamics. Emphasis on creating the right opportunityto reach out to the audience, and meeting the requirements in the most optimal method has becomethe norm for organizations. This study therefore seeks to investigate the effect of strategicmarketing planning on corporate goal of Lafarge Africa Plc. Questionnaire was used to elicitinformation from top management ...

PRO-ENVIRONMENTAL BEHAVIOUR IMPACT ON FIRMS’ PERFORMANCE AND SOCIAL SUSTAINABILITY

This study interrogates the impact of pro-environmental behaviour on firms’ performance and socialsustainability. Understanding the pro-environmental behaviour in the society and establishing the determinants provide cue towards smoothening environmental sustainability. The specific objectives of the study are: to assess the impact of green managerial innovation on the firms’ competitive edge and social sustainability and to establish the extent of the relationship between eco design and ...

An Investigation into the Role of GSM Operation in Developing Direct Market in Nigeria (A Case Study of Mtn Nigeria)

ABSTRACTGSM communication is vital toll in the Nigeria economy as most sector depends on it for the effective communication and development of direct marketing in the nation GSM have a direct relationship with direct marketing as most people use their phone for creating awareness about their product the study was conducted to investigate the role of GSM in developing country. The study also expatiate more on the important of GSM. The study also look at contribution of GSM to overall economy d...

An Examination of Impact of Strategic Planning on Sales Promotion (A Case Study of Nigeria Bottling Company Plc)

ABSTRACTThis study examined the impact of strategic planning on sales promotion it highlighted the benefit of companies can derive from an examination of impact of strategic planning on sales promotion. The study went further to discuss the problem associated with impact of strategic planning on sales promotion using Nigeria bottling  Company as the case study. A survey was conducted and questionnaire was distributed to show opinion previously formulated hypothesis. The study discover th...

The Impact of Internet Advertisement on Consumer Behavior. (A Case Study of Ilorin Kwara State).

ABSTRACTThis research was conducted to find out the impact of internet advertisement on consumer behavior. Ilorin Kwara state was used to carry out the research.A cluster sampling survey method was adopted in conducting this research. Two hundred (200) questionnaires were applied for data collection tables and graph were use with percentage for data analysis to arrive at conclusion on the research findings.The study founds out the impact of internet advertisement is growing higher and also th...

Consumer Satisfaction as a Key to Industrial Growth and Development (A Case Study of Dangote Group of Company Nigeria Plc)

ABSTRACTThis study researched into consumer satisfaction as a key to industrial growth and development. It examined the   significant impact of consumer satisfaction on the industrial growth and development. Marketing survey was conducted to elicit opinion on porously formulated hypothesis. The study discovered that effective consumer satisfaction improved the growth   and development of an industry as opposed to the tentative hypothesis. it was concluded that consume...


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