Department of Entrepreneurship and Supply Chain Management
Permanent URI for this collectionhttps://ir.mug.edu.gh/handle/123456789/134
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Item Open Access An investigation into how gender and age affect the perceived hedonic and utilitarian value of customers in shopping malls.(The Retail and Marketing Review, 2023-11-30) Turkson J. Patrick; Amoah Felix; Eyk Van MarléThis research aimed to examine the effect of gender and age on shopping mall customers’ perceived utilitarian and hedonic value. The quantitative study was followed, and data was collected through self-administered questionnaires. Only respondents who had shopped in shopping malls between November 2020 and January 2021 were recruited to complete the questionnaire. The final data analysis included 500 usable questionnaires. The study revealed a significant difference between the gender and utilitarian value of shoppers within the shopping malls. Similarly, significant differences were found amongst the ages of the respondents and in both hedonic and utilitarian value. Based on the empirical findings, it is recommended that shopping mall managers segment the activities of the shopping mall in terms of the gender of consumers to enhance effective targeting and satisfy consumer desires and needs. It is also suggested that managers of shopping malls strive to identify the pressing needs and desires of the various age groups who shop at the malls. This will assist shopping mall managers in their planning to fulfill customers’ expected hedonic and utilitarian value.Item Metadata only Understanding How the Dimensions of Brand Choice Influence Customer Loyalty Among Ghanaian University Students: The Trust-Commitment Theory Perspective(Taylor and Francis Group, 2025-01-15) Braimah, Mahama Stephen; Odoom Raphael; Amoakoh, Nana MichaelThe study examines how the dimensions of brand choice (emotional connection, brand attributes, brand image, and price) influence customer loyalty among selected Ghanaian university students as the COVID-19 pandemic has increased the importance of laptops in higher learning institutions. The study further examined the mediating roles of trust and commitment between brand choice dimensions and customer loyalty. The study adopted Structural Equation Modeling (SEM) using AMOS 24 to analyze responses from 310 Ghanaian university students selected purposely from two Universities in Ghana. Findings reveal that brand image and price are the main dimensions of brand choice that directly influence customer loyalty. Thus, brand image and price were the only constructs with a significant relationship with loyalty. Trust and commitment show diverse mediation effects on brand choice dimensions and brand loyalty. The study offers empirical findings to support the assumption that trust and commitment are significant in brand choice dimensions and customer loyalty when selecting laptop brands. The results provide practitioners and scholars with valuable information to understand the role of trust and commitment theory in designing brand choice dimensions to influence loyalty toward laptop brandsItem Metadata only Understanding flooding events in Ghana: a social marketing and self-determination theory perspective(Emerald Publishing Limited, 2022-04-25) Tweneboah-Koduah,Ernest Yaw; Adams,Matilda; Amoakoh,Michael Nana; Braimah, Stephen MahamahPurpose – The purpose of this study is to deepen the understanding of individuals’ flood disaster mitigation behaviour through the theoretical lens of self-determination theory (SDT). Specifically, the paper examines the influence of autonomy, competence and relatedness on individuals’ self-determined motivation for flood disaster mitigation. The study also examines whether self-determined motivation influences individuals’ flood disaster mitigation behaviour adoption. Design/methodology/approach – Through a cross-sectional survey design, the study used a quantitative research approach for data collection and analyses. Specifically, data was analysed using the structural equation modelling technique. Findings – The result of this study revealed that competence was the strongest predictor of self-determined motivation, followed by autonomy. The result further shows that self-determined motivation positively influences individual’s adoption of flood mitigation behaviour. However, the results showed that relatedness does not predict self-determined motivation for flood disaster mitigation. Practical implications – To enhance the effectiveness of flood disaster mitigation social marketing campaigns, the SDT psychological needs constructs (particularly, competence and autonomy) can aid in assessing the motivation of the target population towards adopting mitigation behaviours. An assessment of motivation will help understand perception of flood risk and behavioural evaluation. The consideration of autonomy and competence on motivation will aid in developing effective campaigns to satisfy the needs of the target population. Originality/value – The paper adds to the limited research that used SDT to understand a social marketing phenomenon.Item Open Access Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective(2019-11-11) Shin, Sean Kwan Soo; Amenuvor, Fortune Edem; Basilisco, Richard; Owusu-Antwi, KwasiThis study aims to empirically test the effect of brand trust on brand commitment and brand loyalty while examining the mediating and moderating roles of brand commitment and brand reputation respectively. To achieve this aim, data is collected from 412 smartphone users in South Korea. The hypotheses advanced to achieve this aim are tested through the structural equations modeling technique. The results of the study reveal that brand trust and brand commitment positively and significantly influence brand loyalty. The study further finds that brand trust is positively and significantly related to brand commitment, while the latter mediates the relationship between brand trust and brand loyalty. Equally, the study finds support for the moderating role of brand reputation on the relationship between brand trust and brand commitment. The study provides managerial and theoretical illuminations into comprehending brand trust, brand commitment, brand reputation, and brand loyalty.Item Open Access Celebrity Self-disclosure and Social Cohesion: Perspectives from Ghanaian Instagram Users(2019-11-16) Basilisco, Richard; Amenuvor, Fortune Edem; Owusu-Antwi, Kwasi; Hyeok, Choi JaeThe phenomenon of social cohesion has gained much traction in the extant literature. However, research that assesses how celebrity self-disclosure can be leveraged to engender social cohesion remains very scanty in the existing literature. The current study aims at empirically testing the effect of celebrity self-disclosure on social cohesion while accounting for the roles of fans’ behavior, social presence and attachment to celebrities. To realize this aim, data is collected from 306 Instagram users who follow at least one celebrity. The hypothesis intended to realize these aims are tested by adopting structural equation modeling technique. The results show that celebrities’ descriptive self disclosure (but not emotional self-disclosure) influences fans’ archiving and commenting behavior. Additionally, celebrities’ emotional self-disclosure (but not descriptive self-disclosure) as well as fans’ commenting, and archiving behaviors are instrumental in predicting fans’ social presence. The study further finds that fans’ social presence is essential in redicting their attachment to celebrities, while their (fans’) attachment to celebrities and social presence are significant antecedents of social cohesion. Furthermore, attachment to celebrities is found to significantly mediate the relationship between social presence and social cohesion. The study provides practical and theoretical insights into understanding social cohesion, celebrity self-disclosure, fans’ behavior, social presence and attachment to celebrities.Item Open Access Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective(2019-11-11) Shin, Sean Kwan Soo; Amenuvor, Fortune Edem; Basilisco, Richard; Owusu-Antwi, KwasiThis study aims to empirically test the effect of brand trust on brand commitment and brand loyalty while examining the mediating and moderating roles of brand commitment and brand reputation respectively. To achieve this aim, data is collected from 412 smartphone users in South Korea. The hypotheses advanced to achieve this aim are tested through the structural equations modeling technique. The results of the study reveal that brand trust and brand commitment positively and significantly influence brand loyalty. The study further finds that brand trust is positively and significantly related to brand commitment, while the latter mediates the relationship between brand trust and brand loyalty. Equally, the study finds support for the moderating role of brand reputation on the relationship between brand trust and brand commitment. The study provides managerial and theoretical illuminations into comprehending brand trust, brand commitment, brand reputation, and brand loyalty.Item Open Access Customer Experience and Behavioral Intentions: The MediationRole of Customer Perceived Value(International Journal of Scientific Research and Management (IJSRM), 2019) Amenuvor, Fortune Edem; Owusu-Antwi, Kwasi; Basilisco, Richard; Bae, Seong-ChanThe overarching aim of this research is to empirically test the effect of customer experience on customer perceived value and behavioral intentions while assessing the mediating role of customer perceived value. To achieve this aim, we collect data from 338 customers of restaurants in South Korea. The hypotheses intended to achieve this aim are tested using the structural equations modeling technique. The outcome of the research reveals that customer experience positively and significantly affects behavioral intentions. Additionally, customer experience has a significant positive effect on both hedonic and utilitarian value respectively. Hedonic value positively andsignificantly predicts behavioral intents while utilitarian value is negative but significantly related to behavioral intentions. The study further finds support for a mediating effect of hedonic value on the relationship between customer experience and behavioral intentions. The current study provides managerial and theoretical insights into understanding customer experience management, customer perceived value, and customer behavioral intentionsItem Open Access Understanding the Metaverse: A Review of Virtual Worlds and Augmented Reality Environments(Current Journal of Applied Science and Technology, 2023) Owusu-Antwi, Kwasi; Amenuvor, Fortune EdemThis review paper attempts to provide a comprehensive understanding of the metaverse by analyzing virtual worlds and augmented reality environments. The metaverse is a virtual space in which users can interact with a computer-generated environment and other users in real time. With the rapid growth of technology, virtual reality (VR) and augmented reality (AR) have attracted major attention, providing immersive and engaging experiences. The paper looks at the key elements of virtual worlds and augmented reality environments, such as their technological foundations, user experiences, and societal implications. The paper also considers the potential societal impact of the metaverse, delving into areas such as education, entertainment, business, and communication. This study gives insights into the current state of the metaverse, challenges, and future possibilities by assessing current examples and trends. This paper can assist individuals, industries, and policymakers to better understand and navigate the evolving landscape of virtual worlds and augmented reality environments, allowing for more informed decisions and strategies in this rapidly evolving domain.Item Open Access Green Purchase Behavior: the Predictive Roles of Consumer SelfDetermination, Perceived Customer Effectiveness and Perceived Price.(International Journal of Scientific Research and Management (IJSRM), 2019) Amenuvor, Fortune Edem; Owusu-Antwi, Kwasi; Bae, Seong-Chan; Sean, Kwan Soo Shin; Basilisco, RichardThe overarching aim of this research is to empirically test the effect of customers’ self-determined needs on perceived customer effectiveness and green purchase behavior while assessing the moderating role of price. To achieve this aim, data is collected from 453 consumers in South Korea. The various hypotheses developed to achieve this aim are tested via the structural equations modeling technique. The results of the study reveal that autonomy, competence, and relatedness positively and significantly affect perceived customer effectiveness. Additionally, autonomy and competence positively and significantly influence green purchase behavior. The study further finds that relatedness is negative but significantly related to green purchase behavior. Moreover, the study reveals that perceived customer effectiveness is positive and significantly related to green purchase behavior. Similarly, the study finds support for the moderating effect of price on the relationship between perceived customer effectiveness and green purchase behavior. The current study provides managerial and theoretical insights into understanding green purchase behavior, self-determined needs as well as perceived customer effectiveness.Item Open Access From Laggards to Innovators: A Review of the Financial Services Industry(Current Journal of Applied Science and Technology,, 2023) Owusu-Antwi, Kwasi; Amenuvor, Fortune EdemThis review paper delves into the topics of innovation adoption, marketing strategies, and consumer behavior within the context of the financial services industry. The focus is on converting laggards into innovators, recognizing the pivotal role of embracing innovation and cultivating a culture of change for sustainable growth. Drawing insights from Rogers' diffusion of innovations theory, the dynamics of early adopters, and the characteristics of laggards are explored. A comprehensive search is conducted across academic databases, research repositories, and reputable journals. Keywords such as “laggards”, “innovators”, “financial services”, “innovation adoption,” and related terms are used to identify relevant studies. The inclusion criteria encompassed papers published within the past two decades, focusing on innovation adoption in the financial sector. The papers are thoroughly reviewed, and key information are extracted. This includes insights on the characteristics of laggards and innovators, innovation adoption theories, marketing strategies, consumer behavior, and case studies within the financial services industry. Data synthesis is carried out to identify common themes and trends across the literature. Environmental factors, changing consumer needs, and marketing tools like personal selling, promotion, direct marketing, and public relations are also analyzed. The significance of positive word of mouth from friends and family as a powerful influencer in consumer decision-making is highlighted. Overall, this paper underscores the importance of customer-centricity, innovation, and relationship marketing principles in fostering longterm success for businesses in an ever-evolving market landscape. By actively engaging consumers, businesses can drive product-market fit, build trust, and achieve enduring prosperity, especially within the financial services spaceItem Open Access Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective(Current Journal of Applied Science and Technology, 2019-11-11) Shin, Sean Kwan Soo; Amenuvor, Fortune Edem; Basilisco, Richard; Owusu-Antwi, KwasiThis study aims to empirically test the effect of brand trust on brand commitment and brand loyalty while examining the mediating and moderating roles of brand commitment and brand reputation respectively. To achieve this aim, data is collected from 412 smartphone users in South Korea. The hypotheses advanced to achieve this aim are tested through the structural equations modeling technique. The results of the study reveal that brand trust and brand commitment positively and significantly influence brand loyalty. The study further finds that brand trust is positively and significantly related to brand commitment, while the latter mediates the relationship between brand trust and brand loyalty. Equally, the study finds support for the moderating role of brand reputation on the relationship between brand trust and brand commitment. The study provides managerial and theoretical illuminations into comprehending brand trust, brand commitment, brand reputation, and brand loyalty.Item Open Access Celebrity Self-disclosure and Social Cohesion: Perspectives from Ghanaian Instagram Users(Current Journal of Applied Science and Technology, 2019-11-16) Basilisco, Richard; Amenuvor, Fortune Edem; Owusu-Antwi, Kwasi; Hyeok, Choi JaeThe phenomenon of social cohesion has gained much traction in the extant literature. However, research that assesses how celebrity self-disclosure can be leveraged to engender social cohesion remains very scanty in the existing literature. The current study aims at empirically testing the effect of celebrity self-disclosure on social cohesion while accounting for the roles of fans’ behavior, social presence and attachment to celebrities. To realize this aim, data is collected from 306 Instagram users who follow at least one celebrity. The hypothesis intended to realize these aims are tested by adopting structural equation modeling technique. The results show that celebrities’ descriptive self disclosure (but not emotional self-disclosure) influences fans’ archiving and commenting behavior. Additionally, celebrities’ emotional self-disclosure (but not descriptive self-disclosure) as well as fans’ commenting, and archiving behaviors are instrumental in predicting fans’ social presence. The study further finds that fans’ social presence is essential in predicting their attachment to celebrities, while their (fans’) attachment to celebrities and social presence are significant antecedents of social cohesion. Furthermore, attachment to celebrities is found to significantly mediate the relationship between social presence and social cohesion. The study provides practical and theoretical insights into understanding social cohesion, celebrity self-disclosure, fans’ behavior, social presence and attachment to celebrities.