ABSTRACT Customer relationship management has been broadly thwarted as the panacea to improving supplier-customer relationship in literature. However, business-to-business relationships are often characterized by deeply complex relationships in the supply chain. This research therefore evaluates the customer relationship management practices/initiatives employed by Guinness Ghana Breweries Limited (GGBL) as a supplier to manage its relationships with trade partners in the supply chain. It so...
ABSTRACT The aim of this thesis is to contribute to the knowledge about Online Brand Communities and their influence on Brand Loyalty. More specifically, it focuses on measuring the role of brand commitment and trust within online brand communities to engender brand loyalty. This is done by adopting and adapting the model of Laroche et al. (2013) that explains the influence of Online brand communities on brand loyalty. Brand commitment, considered by many authors as relevant in this constell...
ABSTRACT Social media provides a virtual network place where individual and organisations are able to enjoy and express their opinions, exchange opinions, distribute and control messages anywhere anytime. The use of SM has aided an exceptional growth in the way people interact with each other and do business. Unlike the traditional advertising tools of marketing communications, SM platforms, allow consumers to make inputs into the brand messages displayed by various companies, making SM a mo...
ABSTRACT Corporate social responsibility (CSR) is becoming a tool for competitive positioning. It is the basis for brand choice among other advantages and therefore described as a strategic tool in marketing. In-spite of these observations, there appears to be a paucity of studies, linking CSR to brand equity or Customer-Based Brand Equity (CBBE). This study therefore ascertains the role of various types of CSR initiatives in building CBBE dimensions. A conceptual framework was developed base...
ABSTRACT Political brand architecture management is described as a strategic approach of arranging and rearranging the political brand elements in a way that best meets the unique characteristics of the target voter. The idea behind this approach, which is borrowed from the brand architecture theory in branding, is to ensure that political parties do due diligence in allocating campaign resources effectively and appropriately. Although several studies have been conducted in both the Western a...
ABSTRACT This thesis focuses on how innovation in firms can be developed and implemented under different conditions to produce long-term benefits for service firms using data from Ghana. Employing different methodological approach and analytical techniques, the thesis provides the following robust findings: first, customer demand, regulatory regime, competitive intensity, organizational culture and leadership determine service innovation propensity in service firms. Second, unlike previous st...
ABSTRACT The study sought to establish how SME’s competitiveness, access to capital, information accessibility and Legal requirements pose a challenge to SME’s participation in public procurement market in Ghana. The study design was a descriptive and targeted a population of 1,000 SMEs in the Northern Region with 300 SME employees sampled. A total of 18 members of nine (9) procurement committee of the respective institutions were sampled to confirm the findings from the SMEs. Structure...
ABSTRACT Even though there is no doubt that an efficient public procurement system is necessary to ensure value for money in government expenditure, the systematic level of awareness and the degree to which the procurement process ensures sustainability is much less apparent. This study examines the effectiveness of sustainable procurement in the Northern Region of Ghana. The study employed the quantitative approach and descriptive design and targeted personnel of the Entity Tender Board Comm...
ABSTRACT Small and medium-scale enterprises (SME) are significant contributors to the development efforts of developing nations like Ghana. Yet their high failure rate continues to intrigue academics, policy makers, SME owners and managers. Scholars have used many approaches and their associated theories to understand the phenomenon yet one theory that has received little attention regarding the survival of SMEs is the social network theory. This thesis focuses on four network mechanisms of r...
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...