ABSTRACT As the political and media landscape become complex, political parties and candidates all over the world and for that matter Ghana keep exploring new ways and ideas to effectively communicate their political messages to the target audience. Social media tools nevertheless have unfolded new possibilities for politicians to engage with citizens. The primary objective of this study therefore is to examine the extent to which political message dissemination on social media by politician...
ABSTRACT Measuring service quality in higher education has become an important exercise to determine students‟ level of satisfaction and possibility of continue enrolment. This paper focuses on measuring Ghana‟s higher education service quality with the specific objective of identifying perceptions of students in University of Ghana (UG), Ghana Institute of Management and Public Administration (GIMPA) and University of Professional Studies, Accra (UPSA)as a means to evaluate the quality o...
ABSTRACT The adoption and widespread use of mobile phones in emerging markets have opened up diverse opportunities in financial services such as mobile money transfer. However, mobile money transfer is at different stages of adoption in emerging markets. The main objective of the research was to identify factors that influence consumers‘ intention to adopt mobile money transfer in Ghana. A conceptual research model was developed based on the Unified Theory of Acceptance and Use of Technolog...
ABSTRACT Over the years, marketing analytics had surfaced as a third component of the marketing research, considered on equal footing with quantitative and qualitative research. While the process is not new, its implementation and uses today are always changing, in an environment where consumers are evolving, hence the need for marketers to gather as much relevant information on the customer as is practically and ethically possible. This study thus investigated the nature of marketing analyti...
ABSTRACT The primary objective of this study was to extend the current knowledge of corporate image investment dimensions by testing a comprehensive framework which comprises product attributes, relationship marketing, corporate credibility and corporate social responsibility on customer loyalty. By examining the proposed conceptual framework, this study captures broadly everything that an organisation does which invariably gives it an image in the minds of customers. The study adopts a quant...
ABSTRACT Tourism has become a prominent global industry. In light of this, it is a fiercely competitive industry, with countries constantly working to identify various means of increasing their attractiveness. Destination image is one primary means that destinations use to distinguish themselves and draw more tourists. This study seeks to understand how tourists‟ cognitive, affective and conative perceptions of a destination influence the image formation. Data is collected from a sample of...
ABSTRACT This study examined social entrepreneurship activities, social entrepreneurship environmental factors and the nexus of social entrepreneurship environment and social entrepreneurship activities. Five in-depth qualitative case studies provided insights on the individual perspectives on the influencing environmental factors of social entrepreneurship. The environmental factors which influence social entrepreneurship activities in Ghana are: corruption and bureaucracy, regulatory frame...
ABSTRACT Reforms in the Ghanaian banking sector between 2016 and 2019 which were aimed at creating a resilient and safe banking sector has resulted in regulatory induced mergers, acquisitions and consolidation of insolvent and capitally inadequate retail banks. This has contributed to a heightened state of uncertainty to customers of these retail banks which can potentially contribute to their switching intentions. Even though on switching behaviour in general exists, however, there is paucit...
ABSTRACT Marketing pension scheme products and services within the informal sector is gaining increasing attention in practice and research in Ghana. In recent years, there are calls to adopt effective and efficient marketing strategies that are able to promote uptake among the informal sector workers. There is therefore the need to understanding consumer behaviours among these informal sector workers. The current study therefore examined consumer behaviour towards pension scheme among inform...
ABSTRACT The development of entrepreneurship and SMEs have greatly contributed to the economic development in many countries all over the world. This is as a result of entrepreneurial activities which provide employment, revenue for both government and citizenry, as well as serve as an avenue for innovation. The SME sector is the most dominant form of business in Ghana. In spite of the economic importance of entrepreneurship and SMEs in Ghana, their growth is hindered by several factors. Thes...
ABSTRACT Corporate rebranding has become prevalent all around the world despite the fact that it is a risky, costly and time consuming exercise. Companies make changes to their corporate brand elements in order to communicate a change in strategic direction and identity with the expectation that, it will create positive corporate brand image perceptions. However, the failure of a corporate rebranding exercise has been reported to have dire consequences on the corporate brand image and reputat...
ABSTRACT It has been documented in the literature that customer engagement, defined as ‘‘customers’ behavioural manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers”, leads to increased profits, sustained differentiation and superior competitive advantage. Scholars for a while have therefore focused on understanding the dynamics of this concept and, in particular, the factors that account for it. They have particularly called for studies that focu...
ABSTRACT Competition in the Ghanaian banking industry is at an all-time high for various reasons. Chief amongst these reasons is the deregulation and reforms the industry witnessed at the tail end of the 20th century. This has resulted in the influx of foreign banks which are mostly multinational, and who possess a financial clout that cannot be rivaled by most local banks. The heightened competition has paved the way for the introduction of many innovations such as electronic banking. Even t...
ABSTRACT The relevance of political brand relationship has been widely acknowledged in political marketing. This work is an extension of brand relationship theories to electoral markets. The study seeks to determine relationship variables and to examine their influence on voter relationship with political parties. This study attempts to identify and categorise relationship forces using an approach that is based on Fournier‟s brand relationship frameworks. The thesis applies qualitativ...
ABSTRACT In this era of intense competition, especially amongst churches, the yardstick for measuring success depends on the extent of awareness creation, persuasion and informing customers of the existence of offerings and this has resulted in several marketing communications tools being employed by churches to help them succeed in this kind of competition. This study sought to explore the application of marketing communication by churches in Ghana. The study adopted a mixed method approach...