African Journal of Economic and Management Studies: Volume 7 Issue 1

Marketing, economic growth, and competitive strategies of firms in Africa

John Kuada

The purpose of this paper is to examine the role of marketing in the economic growth and competitive strategies of Sub-Sahara African firms. It also seeks to offer a backdrop for…

The execution of marketing strategies in a developing economy: A case study of selected market leaders

Kwaku Appiah-Adu, George Kofi Amoako

The purpose of this paper is to examine how market leaders use marketing strategies to maintain strong performance in their respective sectors within different economic contexts…

Correlates of the determinants of relationship marketing in the retail sector: the Nigerian case

Ernest Emeka Izogo, Ike-Elechi Ogba, Kenneth Chukwuma Nwekpa

The purpose of this paper is to explore the linkages between the determinants of relationship marketing and the behavioural component of these determinants within a non-Western…

The determinants of service recovery in the retail industry: A study of micro and small enterprises in Ghana

Margaret J. Crabbe, Moses Acquaah

Service recovery strategies are efforts used by organizations to bring back dissatisfied customers to a state of satisfaction with the organization. It has been argued that…

Value perceptions of private game reserve visitors and managers: an exploratory study

Laetitia Radder, Xiliang Han, Elizna Theron

After identifying those underlying consumer value dimensions associated with the private game reserve experience, and their contribution to visitors’ behavioral intentions, the…

Service fairness and customer behavioural intention: Evidence from the Ghanaian banking industry

Bedman Narteh

The purpose of this paper is to examine the relationship between service fairness and behavioural intention and the moderating role of demographic variables among retail banking…

The effects of lucky draw sales promotion on brand loyalty in mobile telecommunication industry

Eric Yeboah-Asiamah, Daniel M. Quaye, Simon Gyasi Nimako

The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication…

Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa

Richard Chinomona

The purpose of this paper is to examine the influence of brand communication, brand image and brand trust as potential antecedents of brand loyalty in a sample of consumers in…