Department of Marketing and Consumer Management
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Item The Impact Of Stakeholder Market Orientation On Sustainability Performance At Tourism Destinations(University of Ghana, 2020-10) TsetseMarket orientation has become the cornerstone of the marketing practice and management. As a result, it has attracted scholarly attention in the past years to call for the reconceptualization of market orientation and its combination with other strategic orientations and its ability to have a significant impact on sustainability performance. As a result, this study reconceptualised the market orientation (MO) into sustainability stakeholder market orientation (SStMO) by expanding its constituents and applying it To predict sustainability performance (SP). The study examines the impact of StMO on sustainability performance (SP) at tourism destinations (TDs) in Ghana. Using the stakeholder and institutional theories, the study in conjunction with extensive literature review produce a conceptual framework. A quantitative survey method of 313 respondents of tourism businesses was used for the study. The Smart PLS- structural equation modelling was employed to analyse the empirical data through measurement and structural models as well as examining the moderating role of state regulations. Further, the study finds that, environmental performance tops the level of sustainability practices at the tourism destinations, followed by economic sustainability performance and social sustainability performance. Out of twelve (12) hypotheses that were used to test the relationship between StMO and SP, nine (9) out of the twelve were supported whilst three (3) were rejected. The study also finds that, ecological regulation positively moderates the relationship whilst political regulation was negative. The theoretical and managerial implications as well as future research are also discussed in the study.Item Consumer Behavioural Responses to Online Display Advertising in Ghana – The effects of Ad Characteristics, Consumer Attitude and Internet User Mode(2019-12) Mensah, P.The unrivalled strength of the internet in terms of reach, richness of information, targeting and interactivity has made it a vital medium for advertising which has caused a remarkable growth in online/internet advertising. Over the past decade, online display advertising (ODA) has emerged as the fastest growing category of online advertising spurring several firms and businesses to invest heavily in display ads in order to connect with and keep their brands in front of consumers. While ODA holds various benefits for firms, both the literature and practice point to advertising clutter as a major challenge that has accompanied its growth. This has left advertisers struggling to stand out among the clutter to capture consumer attention and also, gain insights into what types of display advertising work best in the online environment. This thesis sets out to provide a theoretical and practical understanding of consumer behavioural responses to online display advertising by offering insights into how ODA characteristics, consumer-specific factors like attitude toward online advertising (ATOA) and user mode (internet usage motive) as well as how the nature of the advertised brand (product or service) enhance ad acceptance and minimise ad avoidance behaviours of consumers in an emerging market setting – Ghana. The study draws on the stimulus organism response (SOR) model and the reversal theory to propose a conceptual framework to empirically examine and explain the interrelationships among these variables. Adopting a positivist paradigmatic stance, the thesis employed a quantitative cross-sectional survey to collect data from 592 internet users in Ghana. Data gathered was analysed using Structural Equation Modelling (SEM) as well as ANOVA and Binary Logistic Regression. The study finds that, interactivity, informativeness and personalisation were the relevant ODA characteristics that serve direct stimuli functions in eliciting approach behaviours (ad acceptance). In addition, attitude toward online advertising (ATOA) emerged as a significant mediator (facilitator) of the positive relationship and the negative relationship between these ODA characteristics and ad acceptance as well as ad avoidance respectively. Also, user mode significantly moderated the relationship between personalisation and ad acceptance as well as informativeness and ATOA, and there were differences in behavioural responses of consumers based on the nature of the advertised brand such that, ad avoidance was higher for service-featured ODAs and ad acceptance was higher for product-featured ODAs. These findings bring to the fore knowledge that, reliance on ODA characteristics although may be quite adequate in eliciting positive behavioural responses, may not be sufficient in lessening avoidance behaviours toward display ads; rather how these ODA stimuli generate positive consumer ATOA is more crucial. Findings also point to understanding consumers’ motive for internet usage and the nature of the brands firms seek to promote as vital issues for advertisers and publishers if the appropriate ad features are to be selected in designing display ads that will suit the brands as well as appeal to the various user groups in order to generate the required attitude and responses. Further practical and theoretical implications of the study are discussed in the thesis.Item Customer Engagement and Advertising Message Strategy: An Application of the Stimulus Organism Response Model(University of Ghana, 2020-07) Renner, A.A.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 focus on message strategies that are employed in advertisement on social media which is a form of customer engagement. Others have asserted that such studies should be conducted in unexplored areas like Africa, South America and the Middle East. (Barger et al., 2016; Islam & Rahman, 2016b). This study, therefore sought to examine the customer engagement and advertising message strategy within the Ghanaian context. The objectives of this research include to determine which transmission message strategy has the greatest impact on customer emotions and attitude, to highlight the specific ritual message strategy that has the greatest impact on customer emotions and attitude, to ascertain if the emotions of pleasure and arousal, derived from an advertising message strategy stimulus leads to customer engagement, and to uncover if attitude towards advertisement is a determinant of customer engagement. The study draws on the stimulus-organism response model and Taylor’s (1999) advertising message strategy and aims to provide insights into the most effective advertising message strategies for both hedonic (luxury) and utilitarian (functional) products. Through an extensive literature review, a conceptual framework and empirical results from over 400 individuals in top to middle-level management, the study employs a within-subjects quasi experimental research, multivariate analysis of variance (MANOVA), confirmatory factor analyses along with structural equation modelling. The findings of the research show that for hedonic products, the most effective ritual message strategy is the social strategy, which has the most effect on emotions and attitude towards the advertisement. This is followed by the ego and then finally the sensory message strategies. In addition, the findings also show that for utilitarian products, all transmission message strategies have virtually the same effect on attitudes and emotions. Finally, regarding the relationship between emotions, attitude towards the advertisement and customer engagement, the study finds that pleasure and attitude towards the advertisement have a significantly positive effect on customer engagement. From the findings, it is recommended that marketers should craft advertisements for hedonic products using the social message strategy in order to stimulate the emotions and attitude of customers. Also, when advertising utilitarian products, marketers are at liberty to choose among the transmission strategies.Item Sustainability Market Orientation and Business Performance of Star Rated Hotels in Ghana(University of Ghana, 2019-07) Abdul-Hamid, I.K.Market orientation was criticised for being a micro marketing concept with limitations in handling stakeholder concerns. In an attempt to enhance market orientation into a macro marketing concept, sustainability market orientation was advanced as a replacement. The main aim of this study was to develop a framework for optimising sustainability market orientation in Ghanaian hotels. The study argued that economic, social, environmental, and ethics are the lower-order dimensions of sustainability market orientation. Also, the study claimed that there is a relationship between sustainability market orientation and hotel performance. Furthermore, the study advanced that the relationship between sustainability market orientation and hotel performance was mediated by sustainable technology. Finally, the relationship between sustainability market orientation and competitive advantage was mediated by sustainable technology. A positivist paradigm was used alongside a quantitative research approach. The study surveyed two hundred and twenty-five star-rated hotels in the Greater Accra region. However, the study used one hundred and eighty-seven responses for analyses after data cleaning. A structural equation modelling technique, precisely, a partial least square (PLS) was used. The study found a positive and significant relationship between sustainability market orientation and hotel performance in the Ghanaian hotel sector. Also, the study found a significant association between sustainability market orientation and competitive advantage in the Ghanaian hotel sector. The study did not find support for the mediating effect of sustainable technology on the relationship between sustainability market orientation and Hotel performance in the Ghanaian hotel industry. However, the study found support for the mediating effect of sustainable technology on the relationship between sustainability market orientation and competitive advantage in the Ghanaian hotel industry. Sustainability marketing practices are no longer a cost to hotels but an investment. Consequently, hotels should consider developing and implementing sustainability market orientation. The integration of sustainable development principles into firm activities is no longer a choice. As regulators and customers are demanding sustainable practices, products, and packaging. Managers of hotels in their attempts to realise the full benefits of sustainability market orientation should consider engaging and identifying stakeholder needs and satisfying them profitably.Item Environmental Performance and Firm Performance: The Mediating Roles of Market-Based Assets and Integrated Marketing Communication(University of Ghana, 2019-07) Nutsugah, F.F.Africa, after the expiration of the Millennium Development Goals (MDGs) in 2015, was described as the most urbanising region of the world because the continent had witnessed a proliferation of new businesses. The upsurge of businesses, however, was not without environmental consequences which were affecting life. Pressure was mounting on businesses to safeguard the environment. But the response of businesses to this call remained mixed. Consequently, scholars are attracted to research into the link between environmental performance (EP) of firms and their overall firm performance (FP). Inconclusive and contradictory findings, labelled a Porter-Wagner dilemma, were reported. Consequently, the need for fresh research to explain and resolve the Porter-Wagner dilemma conflict was urgent. This study took on the challenge to resolve the Porter-Wagner dilemma conflict by exploring the mechanisms through which the environmental protection activities of firms impact their overall FP. Questionnaires were used to gather data from 194 respondents. The data were analysed using descriptive statistics and structural equation modelling (SEM). While the descriptive statistics focussed on measures of central tendencies, dispersions and the shape of the dataset, the SEM focussed on measurement and structural models. The study found that, directly, there is a very strong negative relationship between EP and FP. Indirectly, however, the study established that market-based assets (MBA) and integrated marketing communication (IMC), used individually and simultaneously, mediate the EP-FP relationship. Used individually, while MBA fully mediates the association between EP and FP, IMC mediates the relationship partially. Used simultaneously, both MBA and IMC partially mediate the relationship between EP and FP. Based on the results of the study, it is concluded that the Porter-Wagner dilemma conflict can be resolved with the concept of a corporate environmentalism continuum, which theorises that the relationship between EP and FP is both positive and negative, depending on how firms perceive and approach their environmental protection activities. That is, although protecting the environment involves huge outlay of (financial) resources, the benefits are enormous if it is supported with the right mindset, technology and strategies. The thesis makes several contributions to both theory and practice. The study has effectively conceptualised EP to include both objective and non-objective indicators across extractive, manufacturing and service industries. In addition, the study investigated and established that EP is both an asset and a capability that can be marketed through MBA and IMC for enhanced FP. It is however recommended that future studies should examine the individual effects of the dimensions of EP on FP and its dimensions. It is suggested also that qualitative research should undertake to explore the factors responsible for the corporate environmentalism continuum.Item Entrepreneurial Capability, Institutional Factors and SME Performance in Ghana(University Of Ghana, 2019-03) Akpabli, D.A.Success and survival in today’s dynamic institutional environments and competitive markets require Small and Medium-Sized Enterprises (SMEs) to develop and build entrepreneurial capability (EC) to continuously explore and exploit opportunities to generate value by creating and/or expanding entrepreneurial activities. Given the significant contributions of SMEs to the growth of Ghana’s economy, successive Ghanaian governments have sought to regulate, promote, and facilitate SME growth and performance through institutional framework and policy interventions. Despite the existence of these institutional framework and policy interventions, there is rather a high persistent failure of SMEs and entrepreneurship in general across Ghana. Studies assessing the failure of SMEs have not reached a consensus regarding the perspective from which the high persistent SME failure could be comprehensively investigated and understood. Process-view perspective of investigating SME failure has not been given much needed research attention. Thus, this thesis seeks to develop a theory-driven and process-oriented model to examine and predict the impact of EC and institutional factors on SME performance in Ghana. To achieve this purpose, three research objectives were put forth as follows: to examine and validate the theoretical linkages between opportunity exploration and exploitation as the proposed dimensions of EC; to assess the direct impact of EC on SME performance in Ghana; and to determine the moderating effect of institutional factors (IFs) on the relationship between EC and SME performance in Ghana. The resource-based theory, dynamic capabilities theory and institutional theory were employed as theoretical underpinnings of the study. Drawing on these theories, a conceptual framework was developed to examine the differential roles resources and capabilities played in capturing the dynamics in the entrepreneurial process. Based on the positivistic worldview, a quantitative research strategy was designed in a single stage cross-sectional survey. Five hundred and fifty (550) questionnaires were sent out to respondents who were conveniently sampled from the sampling frame of all registered SMEs in the Greater Accra region, drawn from the Integrated Business Establishment Survey database. Out of the 512 complete responses retrieved, 488 of them were found useable. Data was analysed using descriptive statistics and partial least square structured equation modelling (PLS-SEM). The findings validate EC as a process-oriented concept consisting of explorative and exploitative capabilities, where opportunity exploration precedes opportunity exploitation. The findings further show that EC positively and significantly impacts SME performance in Ghana. Regarding the moderating role of institutional functions on the relationship between EC and SME performance, the study found that the moderating effect is negative and significant for the regulatory functions; positive and significant for the promotional functions and positive but not significant for the facilitatory functions. In consequence, therefore, SME growth and sustainability requires continuous exploration and exploitation of opportunities, while taking into consideration the institutional constraints or enablement. The study, recommends that future studies should replicate this study in the informal sector to investigate how the sector builds EC and is affected by institutional functions.Item Social Capital and Small and Medium-Sized Enterprises Performance in Ghana: The Moderating Role of Emotional Intelligence(University of Ghana, 2018-10) Appiah-Gyimah, R.Major problems faced by Small and medium sized enterprises (SMEs) all over the world is limited access to business funds, accounting records, human resource management and managing their SMEs productively. Part of the solution to address the aforementioned challenges is inherent in social capital. Social capital provides opportunities for entrepreneurs to use mutual relationships to access financial and other forms of capital without having to provide collateral securities. Despite the numerous benefits associated with mobilising social ties, studies at the firm level and its effect on small business outcomes have not increased as would have been desired. Previous researches have delved into the usage of social relationships in organizations, but less attention has been paid to its effect on SMEs. Limited extant studies on the moderating role of emotional intelligence on the relationship between social capital and firm performance necessitated this study. The main purpose of this research was to examine the extent to which Emotional Intelligence (EI) moderates the relationship between social capital and SMEs performance. More specifically, the research draws on the resource-based view, emotional intelligence and the social capital theory, to examine the social network relationships that can be harnessed to improve SMEs performance. Through extensive literature review, a conceptual framework and empirical results from 717 SMEs, the study employs a confirmatory factor analyses along with hierarchical linear regression to evaluate a proposed model for understanding the relationships among the constructs, as well as examining the moderating effects. The results revealed that social capital has a positive and significant relationship with emotional intelligence. Moreover, the study also showed that emotional intelligence has a positive and significant relationship with SME performance. Lastly, the study found that emotional intelligence enhances the relationship between social capital and SME performance. SME owner/managers are advised to enact policies that encourage the establishment of meaningful social networks and also help employees understand their emotions while creating social capital, as both would help improve the performance of their firms. The theoretical and practical implications of the results are also discussed in the thesis.Item Social Capital and Small and Medium-Sized Enterprises Performance in Ghana: The Moderating Role of Emotional Intelligence(University Of Ghana, 2018-10) Appiah-Gyimah, R.Major problems faced by Small and medium sized enterprises (SMEs) all over the world is limited access to business funds, accounting records, human resource management and managing their SMEs productively. Part of the solution to address the aforementioned challenges is inherent in social capital. Social capital provides opportunities for entrepreneurs to use mutual relationships to access financial and other forms of capital without having to provide collateral securities. Despite the numerous benefits associated with mobilising social ties, studies at the firm level and its effect on small business outcomes have not increased as would have been desired. Previous researches have delved into the usage of social relationships in organizations, but less attention has been paid to its effect on SMEs. Limited extant studies on the moderating role of emotional intelligence on the relationship between social capital and firm performance necessitated this study. The main purpose of this research was to examine the extent to which Emotional Intelligence (EI) moderates the relationship between social capital and SMEs performance. More specifically, the research draws on the resource-based view, emotional intelligence and the social capital theory, to examine the social network relationships that can be harnessed to improve SMEs performance. Through extensive literature review, a conceptual framework and empirical results from 717 SMEs, the study employs a confirmatory factor analyses along with hierarchical linear regression to evaluate a proposed model for understanding the relationships among the constructs, as well as examining the moderating effects. The results revealed that social capital has a positive and significant relationship with emotional intelligence. Moreover, the study also showed that emotional intelligence has a positive and significant relationship with SME performance. Lastly, the study found that emotional intelligence enhances the relationship between social capital and SME performance. SME owner/managers are advised to enact policies that encourage the establishment of meaningful social networks and also help employees understand their emotions while creating social capital, as both would help improve the performance of their firms. The theoretical and practical implications of the results are also discussed in the thesis.Item Export Orientation and Export Performance: The Role of Marketing Capabilities and Brand Orientation(University Of Ghana, 2018-07) Acquaye, J.A.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 towards the international market; some have it thrust upon them by virtue of unsolicited orders, random orders and incentives from local government agencies. Export orientation thus emerged in literature as a paradigm that seeks to explain the characteristics of export firms that are more active, involved and positively predisposed towards the international market. This thesis was underpinned by the following objectives: to test the relationship between export orientation dimensions and export performance; to examine the mediating role of marketing capabilities on the relationship between export orientation and export performance and lastly; to identify the moderating role of brand orientation on the relationship between export orientation and export performance. A deductive reasoning approach was adopted with a positivist research paradigm. Quantitative research approach with a causal research design was chosen to aid in fulfilling the objectives of the study. The population for the study consisted of manufacturing non-traditional exporters in Ghana. A sample of two hundred (200) was selected through random sampling. A structured questionnaire was designed to measure the variables export orientation, marketing capabilities, brand orientation and export performance using a five-point Likert scale. Data was collected from respondents and analysed using the Structural Equation Modelling (SEM) technique. The results of the analysis confirmed that export orientation had a positive impact on export performance, both as an aggregate construct and also individual constructs. It was however found that amongst the individual dimensions of export orientation, only three, out of the six used in this research were positively and significantly related to export performance. These three dimensions were competitive aggressiveness, proactiveness and defensiveness. The study also found that amongst the three significant dimensions of export orientation, competitive aggressiveness was the strongest predictor of export performance. The study found that marketing capabilities had a positive and significant relationship with export performance, and thus mediated the relationship between export orientation and export performance. Likewise, the study found that brand orientation also had a positive and significant impact on export performance. As a result, brand orientation successfully moderated the relationship between export orientation and export performance. It is recommended that the Ghana Export Promotion Authority (GEPA) spearhead efforts to educate the non-traditional exporters in issues of marketing capability development as well as branding, in order to equip them to be more export oriented and thus more prone to successes in their internationalization programme. Future researchers were advised to examine the concept of export orientation and export performance from multiple contexts, to facilitate cross context comparison. Future studies were also encouraged to consider the use of a qualitative approach to gain insight into the branding and marketing practices of non-traditional exporters in developing economies.Item Succession Planning In Family-Owned Businesses: Narratives from Ghana(University of Ghana, 2017-06) Jocelene, B.Through a phenomenological study, this work investigates succession planning processes in family-owned businesses (FOB) in Ghana, with the objective to develop a succession model suitable for the Ghanaian context. From a constructivist perspective, six family businesses were studied, interviewing the founder, successor, family member, employee and customer of each business, and presenting the results in the form of six case studies. Existing knowledge has also been confirmed that succession is not a one-off event, but a process that takes place over time, requiring the buy-in of not just the founder and successor, but also other important stakeholders, including the successor’s siblings and spouse (if any), whose support is imperative to the success of the process. From our research, we contribute towards the understanding of the essential elements in the succession process, what appropriate measures can be put in place for effective succession outcomes, and how the key stakeholders of the business can be effectively managed as part of managing the succession process for positive organisational outcomes. This study employed a qualitative approach to comprehend how entrepreneurial learning precedes the succession processes of trans-generational firms in Ghana. In an eclectic study of the subject, this study reviewed and synthesised relevant research data into a conceptual framework, which formed the basis of the interview questions generated, and then employing a multi-case study approach, a succession model was formulated based on the responses of sample firms. In so doing, this research created a connection between entrepreneurial learning and succession planning in family-owned businesses, and how they work together to improve a firm’s chances of survival beyond the founder within the Ghanaian context. University of Ghana http://ugspace.ug.edu.gh xvii We contribute to FOB practice, our holistic succession model spanning the founder’s entry into the business, to the post-succession period, and incorporating contextual intervening variables such as polygamy, religion and systems of inheritance, while we contribute to theory by proposing a comprehensive succession process theory to enhance understanding of the process.