ABSTRACT The purpose of this research is to examine the impact of social media and sports fan engagement and explore whether social media engagement has a mediating effect on the relationship between fan engagement behaviour and fan loyalty. The research employed an explanatory research design to explain the cause-and-effective relationship among fan behaviour and fan loyalty. Self-administered questionnaires were employed in collecting the data. The target population for this study was fans ...
ABSTRACT The proliferation of higher educational institutions has given students a wider variety of options as to where to persue their studies. In this era of competition, measuring service quality in higher education has become a vital tool to determine the level of students` perception of service quality in order to achieve their loyalty. This study focuses on Ghanaian students’ perception of service quality in higher educational institutions and its effects on their loyalty. The SERVQUA...
ABSTRACT Exporting is an activity that has been widely perceived as an effective route to the international market. For decades and beyond, exporting has been a means through which firms of all forms, sizes and resources extend their reach beyond national borders and into foreign markets with the view to expanding market share and increasing sales and profitability. Whilst traditionally, exporting carries some degree of risk, literature has specified that not all exporters are predisposed tow...
ABSTRACT The creation of value has long been recognized as a central concept in marketing and has been suggested as the main purpose of organizations, a key to success via differential positioning, and a precursor to customer satisfaction and loyalty. Understanding what value is and how value is created and delivered to customers has become critical especially for service firms where there is less tangibility. The main aim of this study was to assess the value creation process of churches –...
ABSTRACT Branding is a global phenomenon that has pervaded many industries. Researchers have confirmed that globally firms spend millions of dollars on branding activities. However, of the many studies that have been conducted on branding, there exists no study that directly examines the relationship between branding and loyalty. Furthermore, a common perception is that branding will automatically result in customer loyalty. This study sought to disprove that notion by stating that the presen...
ABSTRACT Social media tools such as Facebook, Twitter, Instagram and YouTube have become important sources of information. However, the dynamics between the volume of information on social media and the quality of choices consumers make remain unclear in literature. While some social media users complain of choice overload affecting the quality of choices and post purchase dissonance, others believe that information on social media is of quality and sufficient for effective decision making. T...
ABSTRACT Brand image is acknowledged as an important concept in modern brand management and it has been examined with respect to its impact on several aspects of brands management. Brand image is frequently examined as an aggregated component. The current study sought to examine the impact of brand image as an aggregated component on brand choice. The study further sought to examine the impact of brand image as a disaggregated component, made up of cognitive and affective dimensions and the i...
ABSTRACT It has been suggested that a key way of enterprise survival is to pursue competitive marketing practices such as branding, which enables firms to differentiate their products and services in the marketplace, and to become more sustainable. However, there have been some erroneous perceptions that branding is a preserve of large businesses and as a result, scholarly evidence suggests that the practice has not gained much attention within SME business settings. The study explores the re...
ABSTRACT The business case for corporate social responsibility (CSR) is hinged on the assertion that “doing good” is not only “the right thing to do” but also leads to “doing better” as a business. However, inconsistent results in support of this assertion has increased the need to clarify the mechanism by which CSR leads to positive returns to the firm from their stakeholders. Although studies have investigated this response mechanism, such studies are yet to be extended to the A...
ABSTRACT This study investigates the moderating role of brand sensitivity on the relationship between brand positioning and brand choice. Explanatory in nature and design, the study is designed to predict the association between brand positioning and brand choice and further to assess the impact of brand sensitivity on this relationship, focusing on the bottled water industry of Ghana. Founded on choice theory, the study adopts a self-administered questionnaire to examine 400 consumers of bot...
ABSTRACT Green marketing has become a concern for customers patronising services from various industries. They are becoming more sensitive to issues concerning the environment. Customers not only actively seek goods and services that satisfy their needs but are also environmentally friendly. This concern for green marketing practices is becoming even more critical in the hotel industry as the sector has been described as the silent destroyer of the environment. Unfortunately, research on gre...
ABSTRACT Brand love is an increasingly-examined aspect of marketing literature, yet the relationship between the specific dimensions of the construct and its outcomes remain unclear. Again, few studies have begun to consider the explanatory factors that account for existing relationships between the construct and outcome variables. This study therefore seeks to ascertain whether repeated brand engagement and price satisfaction mediate the relationship between brand love, positive word of mout...
ABSTRACT Customer Retention is a sine qua non for the survival and sustainability of firms in today‟s competitive but volatile business environment. Retaining the customer is good for the health and the general well-being of firms. The economic benefits of customer retention cannot be over-emphasized as it culminates in the overall profitability of firms. The open skies policy in the air transport industry in Ghana sparked intense competition and has witnessed the proliferation of airlines...
This study investigated how courier industries in Ghana apply service guarantees to their operations in serving customers. It explores what internal mechanisms (processes), couriers have in place as service guarantee policies when there is service failure. The fact that service is performed and consumed in real time is intangible and has the consistent dyadic interaction between its representatives and customers, gives rise to its failure prone nature. This study adopts the qualitative r...
ABSTRACT Branding is a global phenomenon that has pervaded many industries. Researchers have confirmed that globally firms spend millions of dollars on branding activities. However, of the many studies that have been conducted on branding, there exists no study that directly examines the relationship between branding and loyalty. Furthermore, a common perception is that branding will automatically result in customer loyalty. This study sought to disprove that notion by stating that the presen...