Department of Marketing and Consumer Management
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Item Assessing the Scope of Impact, Impact Measures and Factors Influencing Social Enterprise Impact Measure Selection across Africa(Journal of Advocacy, Research and Education, 2020) Adomdza, G.K.; Asiedu, M.; Lartey, A.S.D.; Lawal, A.B.Social enterprises have been identified as one of the ways of tackling some of the most challenging social problems around the globe. Despite, being touted as indispensable to the developmental agenda of most developing economies, especially across Africa, very little effort has been made to understand the scope of impact and impact assessment measures adopted to evaluate the activities in the space in the continent. The current study is an inquiry into the mechanisms adopted by SEs in their impact assessments within Africa. Additionally, the research focuses on the scope of the impact of SEs across the continent. The results revealed an imbalance in the use of the two categories of impact measures; “individual-based impact measures” and “non-financial impact measures”. SEs have relied more on “what we do” and numbers to justify their impact in several parts of the continent. Additionally, the research also revealed that some of the impact areas of SEs included poverty and inequality; education and technology; entertainment; child empowerment; girl and women empowerment; youth empowerment; and social welfare and disability. The research recommends that SEs should endeavor to measure their impact from a comprehensive perspective, to align their activities and measures to the broader national and/or global agenda.Item Market Orientation, New Product Development, And Organizational Performance: Insight From The Fashion Industry In Ghana.(University of Ghana, 2022-08) Abubakari, S.The purpose of this research is to examine the relationship between market orientation and performance in the fashion industry and further examine whether new product development has a mediation effect on the relationship between market orientation and firm performance. The research employed an explanatory research design to explain the cause and effective relationship among market orientation and firm performance. Self-administered questionnaires were employed in collecting the data. The target population for the study was footwear producers in Asafo, which is within Kumasi metropolis. After three-month period of data collection, two hundred questionnaires were valid for statistical analysis. The partial Least Square (PLS) method was used to test the hypothesis. The study revealed that market orientation variables of customer orientation, competitor orientation and inter-functional orientation impacted positively on performance. Competitor orientation and inter-functional impacted positively on new product development. Customer orientation as market orientation variable however impacted negatively on new product development and new product development impacted positively on firm performance. New product development fully mediates between competitor orientation as well as inter-functional orientation and firm performance. New product development has no mediation between customer orientation and firm performance. The study recommended that, the fashion industry should embark on market orientation practices and new product development activities to maximize performance.Item Bricolage And Enterprise Competitive Performance: The Moderating Effect Of Innovation Capability(University Of Ghana, 2022-07) Larbi, E.A.This study aimed to determine the impact of bricolage on enterprise competitive performance. The study also sought to determine the impact of innovation capability on enterprise competitive performance, and to further examine the moderation effect of innovation capability on the causal relationship between bricolage and enterprise competitive performance. Accordingly, an explanatory research design was employed and self-administered questionnaires were deployed to collect data. Data was collected from 228 SMEs managers and was further subjected to analysis via STATA 15. The Ordinary Least Square regression method was utilized to test the hypothesis formulated. The study identified that bricolage has a significant and positive influence on enterprise competitive performance and that SMEs that engaged in some form of bricolage positively influence their performance when compared to their peers who do not engage in bricolage. The study also revealed that innovation capability can moderate the relationship between bricolage and enterprise competitive performance and that SMEs that combine high levels of innovation capability with bricolage are better off in performance than SMEs that combine low levels of innovation capability with bricolage. The study provides evidence on the significance of entrepreneurial bricolage and innovation capability in enhancing an enterprise‘s competitive performance.Item Sustainable Packaging And Consumers Purchase Decision: The Moderating Role Of Price Sensitivity(University Of Ghana, 2021-09) Edem, T.E.The level of pollution in our environment keeps increasing every now and then as a result of increased in packaging and the choice of sustainable packaging is the ideal solution. This thesis seeks to investigate the relationship between sustainable packaging and consumers purchase decision with price sensitivity as a moderating variable. The study adopted the explanatory research approach to understand and determine the cause-and effect relationship that exist among sustainability, sustainable packaging and consumer purchase decision. The researcher used quantitative approach and questionnaires were deployed to gather data from two hundred and eighty (280) respondents within the Accra Metropolitan Assembly (AMA). Descriptive analysis of data was performed using Statistical Package for Social Sciences (SPSS) version 25 whilst Partial Least Square Structural Equation Modelling (PLS-SEM) was used to test the proposed relationship that exists among the study variables. Findings of the study revealed that sustainable packaging characteristics such biodegradable packaging, recyclable packaging and sustainable packaging design and labelling positively and significantly influence and predict consumers purchase decision. Findings also revealed that price sensitivity does not moderate the relationship between sustainable packaging characteristics and consumer purchase decision. It was concluded that biodegradable packaging, recyclable packaging and the packaging design and labelling influence consumers purchase decision and indicating a strong relation between them. This study however, recommend that, companies should consider the environmental conscious behaviour of consumers when choosing and developing packages for their products. Companies should as well strategies their production processes to make their products and packages sustainable or environmentally friendly.Item Celebrity Endorsement And Political Brand Image: The Moderating Effect Of Gender(University Of Ghana, 2021-12) Kwawu, G.The nature of politics in Ghana has been shaped by the democratic processes that characterize the electoral process. This new dimension in politics has brought healthy competition into the political environment, mounting pressure on political parties to employ marketing strategies that enable them to stay competitive. One major marketing strategy that has found itself in the political environment, is celebrity endorsement. In recent times, celebrities are widely employed to support political campaigns through advocacy and endorsement. This study sought to establish the impact of celebrity characteristics on political brand image and to ascertain the moderation effect of gender on relationships. The researcher employed a survey approach in collecting primary data for the study. The participants were 270 students of the University of Ghana who are registered voters in the Ayawaso West Wuogon Constituency. The quantitative research approach was employed using the “Structural Equation Modelling (SEM)” for the data analysis. The findings suggest that the attractiveness of a celebrity influences voters’ perception of a political party. The results also revealed that the credibility of a celebrity is crucial in the endorsement process. In addition, the findings point out that gender has no influence on voter perception about a political party image when the “credibility and attractiveness of the celebrity” is the center of discussion. The researcher concludes that the credibility and attractiveness of celebrities constitute value to the voter as it is believed that the reliance on the message of the celebrity leads the voter to make a good choices between contending political parties. It is recommended that political parties should continue to adore celebrity endorsement as a political strategy and in doing so, they should consider the physical characteristics of the celebrity endorser. Keywords and Terms: Advocacy, Celebrities, Endorsement, Political Brand image, Structural Equation Modelling (SEM)Item The Effect Of Internal Marketing On Employee Commitment And Organisational Performance: The Role Of Management Support(University Of Ghana, 2021-10) Boateng, B.Internal marketing has been said to influence employee behaviour diversely; these include employee commitment to the organisation and performance. However, the dimensions of internal marketing are not commonly agreed upon and not much is known about the moderating influence of management support between employee commitment and organisational performance in small hotels, especially in sub-Saharan Africa. This study, therefore, attempts to determine internal marketing dimensions in the small hotel sector and evaluate its effects on employee commitment and organisational performance. The study also further examines the role of management support in the relationship between employee commitment and organisational performance. To achieve this, 300 respondents were selected using purposive and convenience sampling techniques, a structured questionnaire was used to collect data and AMOS software to analyse the data. The study established five dimensions of internal marketing compromising; internal communication, employee training and development, empowerment, and physical evidence. Together these internal marketing dimensions had twenty-two (22) items, employee commitment had seven (7) items, management support had five (5) items and the organisational performance had eight (8) items. The findings concluded that training and development was the internal marketing dimension impacting employee commitment, while empowerment did not have a significant impact on employee commitment. Physical evidence was found to have a significant positive effect on employee commitment and management support was also found to moderate the relationship between commitment and performance positively in the small hotels in Ghana.Item Exploring The Impact Of Tech Hubs On Tech-Based Entrepreneurship In Ghana(University Of Ghana, 2022-01) Korku, A.O.E.The concept of technopreneurship or technology driven entrepreneurship has over the years come into the lime light with technology hubs playing a pivotal role in churning out innovations daily through their various entrepreneurial activities. Though the area is quite new in the Ghanaian context the contributions made by tech hubs to the success of tech-based start-ups cannot be overlooked. There is still more room to explore its uncharted space to discover new dimensions and how they impact on start-ups in Ghana. This study in view of this sought to explore the impact these tech hubs have on tech-based start-ups by considering three research objectives and questions. The study adopted a qualitative research approach, utilizing a case study technique, interviews and a purposive and convenient sampling techniques to sample ten respondents, one being the tech hub used as the case study; Innohub and nine start-ups. The first objective, explored the nature of tech-based entrepreneurial activities which revealed that tech hubs provide skills development and training programmes, funding and prepares start-ups to be investor ready and guides them through a period of idea generation and incubation. The second objective revealed three main benefits which include infrastructural support, access to investors and the creation of long-lasting network of individuals who think alike. The third objective discovered some few challenges like data security issues and unstable internet supply. These concerns or challenges, like the internet supply not being stable and data security major issues confronting all who use the internet. The study recommends that policy makers and institutions of government should ensure that an enabling environment is created to promote technology-based entrepreneurs in Ghana. More collaboration with the private sector should be done in promoting technopreneurship activities. Again, funds should be set up to enable start-ups access loans easily.Item Corporate Branding And Consumer Loyalty: The Moderating Role Of Cause-Related Marketing(University Of Ghana, 2021-10) Arhin, E.The purpose of the research study was to examine the influence of corporate branding on consumers loyalty in the banking sector of Ghana. Cause-related marketing served as a moderator on the relationship between corporate branding and consumer loyalty. The study used questionnaire to collect primary data from respondents in the Accra Metropolis. Two hundred and fifty questionnaires were distributed to the sampled population. One hundred and ninety-eight questionnaires were deemed usable for the data analysis of the study. A PLS-SEM method was used to test the developed hypothesis of the research study. The findings of the study revealed that corporate branding significantly impacts consumer loyalty in the banking sector of Ghana. However, the results of the study indicated that cause-related marketing insignificantly moderates the relationship between corporate branding and consumer loyalty in the banking sector of Ghana. Impliedly, the findings of the study indicate that banking consumers loyalty can be enhanced when banks use primary attributes of a corporate brand such as personality, value, symbolism and ability. However, secondary associations such as cause-related marketing are perceived by banking consumers as irrelevant when banks design and undertake such initiatives. The research study recommended that banks in Ghana emphasize their corporate ability, corporate personality, corporate value and symbolic benefits when introducing a new product into the market or during brand extensions in Ghana.Item Bricolage And Enterprise Competitive Performance: The Moderating Effect Of Innovation Capability(University Of Ghana, 2022-07) Larbi, E.A.This study aimed to determine the impact of bricolage on enterprise competitive performance. The study also sought to determine the impact of innovation capability on enterprise competitive performance, and to further examine the moderation effect of innovation capability on the causal relationship between bricolage and enterprise competitive performance. Accordingly, an explanatory research design was employed and self-administered questionnaires were deployed to collect data. Data was collected from 228 SMEs managers and was further subjected to analysis via STATA 15. The Ordinary Least Square regression method was utilized to test the hypothesis formulated. The study identified that bricolage has a significant and positive influence on enterprise competitive performance and that SMEs that engaged in some form of bricolage positively influence their performance when compared to their peers who do not engage in bricolage. The study also revealed that innovation capability can moderate the relationship between bricolage and enterprise competitive performance and that SMEs that combine high levels of innovation capability with bricolage are better off in performance than SMEs that combine low levels of innovation capability with bricolage. The study provides evidence on the significance of entrepreneurial bricolage and innovation capability in enhancing an enterprise‘s competitive performance.Item The Effect Of Internal Marketing On Employee Commitment And Organisational Performance: The Role Of Management Support(University Of Ghana, 2021-10) Boateng, B.Internal marketing has been said to influence employee behaviour diversely; these include employee commitment to the organisation and performance. However, the dimensions of internal marketing are not commonly agreed upon and not much is known about the moderating influence of management support between employee commitment and organisational performance in small hotels, especially in sub-Saharan Africa. This study, therefore, attempts to determine internal marketing dimensions in the small hotel sector and evaluate its effects on employee commitment and organisational performance. The study also further examines the role of management support in the relationship between employee commitment and organisational performance. To achieve this, 300 respondents were selected using purposive and convenience sampling techniques, a structured questionnaire was used to collect data and AMOS software to analyse the data. The study established five dimensions of internal marketing compromising; internal communication, employee training and development, empowerment, and physical evidence. Together these internal marketing dimensions had twenty-two (22) items, employee commitment had seven (7) items, management support had five (5) items and the organisational performance had eight (8) items. The findings concluded that training and development was the internal marketing dimension impacting employee commitment, while empowerment did not have a significant impact on employee commitment. Physical evidence was found to have a significant positive effect on employee commitment and management support was also found to moderate the relationship between commitment and performance positively in the small hotels in Ghana.