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...
ABSTRACT Despite increase in technology and convenience associated with online shopping, the progress of acceptance has been very slow in Ghana. There is a theoretical argument that the perceived fear people associate to technological innovations serves as a barrier for it acceptance. However, in Ghana, perceived fear and online shopping adoption been under researched. The current study examined how different dimensions of consumer perceived risk influence online shopping behaviours in Ghana....
ABSTRACT The aim of this research was to understand public relations practices within the context of private universities in Ghana. The objectives of the study were to investigate public relations practices in private universities, to identify public relations tools utilized by public relations in private universities, to identify if public relations in private universities have succeeded in building a good corporate image and finally, to identify the challenges faced by public relations un...
ABSTRACT The study examined the effect of customer social media brand engagement on word of mouth and purchase intention as well as explored the moderating effect of brand trust in such a relationship. The study employed an explanatory design using quantitative research approach to explain the cause and effect of the dimensions of customer social media brand engagement on word of mouth and purchase intention. Self-administered questionnaires and online survey tool, Google forms, were employed...
ABSTRACT Brands are a symbolic means of quality, and perceived quality of strong brands adds value to consumers’ purchase evaluations. The focus of this study therefore is to determine some of the factors that influence customers’ perceptions of quality, and how these perceptions affect their brand preference within the telecoms sector of Ghana. In this study, perception of quality is analyzed from both industry and customer perspectives, using the following determinants; brand awareness,...
ABSTRACT In recognition of the recent relevance of SMEs and innovation, which is as a result of their potential to contribute substantially to economic growth and development, academics and practitioners have focused attention on these subject matters. In a similar vein, the current study seeks to investigate innovation among SMEs in Ghana and has focused on assessing the constraints of innovation. In view of this, the current study seeks to identify the internal and external factors that con...
ABSTRACT This research focuses on the study of customer retail preferences at the Kotoka International Airport terminal three. Many studies have in the air transport industry, focused on the aeronautical (the aircraft or aerospace) part of the airport, with specific attention to the airport environment and the overall quality at the airport. Despite the academic contributions made however, the airport retail shops have over the years seen little or no improvements and have little or no meanin...