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Article
Publication date: 13 March 2024

Prince Yao Amu, Bedman Narteh and Prince Kodua

The purpose of this study is to identify which dimensions of perceived value best mediate football club branding and fan loyalty from a developing league perspective.

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Abstract

Purpose

The purpose of this study is to identify which dimensions of perceived value best mediate football club branding and fan loyalty from a developing league perspective.

Design/methodology/approach

Using a cross-sectional design, we collected data using questionnaires from football fans in Ghana (N = 700). The data were analysed using SmartPLS V3, applying structural equation modelling with bootstrapping procedure.

Findings

The results indicate that club branding is an effective precursor of fan loyalty. Moreover, the findings suggest that functional, social and emotional values mediated club branding and fan loyalty, whereas epistemic and economic values did not.

Originality/value

This study contributes to sports management literature by identifying the dimensions of perceived value that will be relevant in the development of club brands in the developing league context.

Details

African Journal of Economic and Management Studies, vol. 15 no. 3
Type: Research Article
ISSN: 2040-0705

Keywords

Available. Open Access. Open Access
Article
Publication date: 12 September 2023

Deli Dotse Gli, Ernest Yaw Tweneboah-Koduah, Raphael Odoom and Prince Kodua

Customer loyalty is of growing interest to many service firms due to the many tangible and intangible benefits it offers them. However, building customer loyalty is challenging…

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Abstract

Purpose

Customer loyalty is of growing interest to many service firms due to the many tangible and intangible benefits it offers them. However, building customer loyalty is challenging for many service firms. This study aims to examine the impact of corporate reputation on customer loyalty. It also assesses the moderating role of the firm's country of origin in this relationship.

Design/methodology/approach

Survey research design was used to collect data from 367 universal banks' customers. Data were analysed using structural equation modelling.

Findings

The findings shed light on several crucial aspects of corporate reputation that influence customer loyalty. Specifically, signals of corporate social responsibility, corporate credibility, product attributes and relationship marketing were found to have a substantial impact on customer loyalty. Additionally, the study uncovers a noteworthy insight that the firm's country of origin plays a moderating role in the relationship between corporate reputation and customer loyalty, particularly in the context of the banking sector.

Originality/value

This research stands out due to its utilisation of signalling theory, making it one of the pioneering works in the bank brand management literature. It presents a comprehensive corporate reputation framework and its profound implications for customer loyalty. Furthermore, the study underscores the significance of considering the strength of the country-of-origin effect in shaping customer loyalty relationships.

Details

African Journal of Economic and Management Studies, vol. 15 no. 1
Type: Research Article
ISSN: 2040-0705

Keywords

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Article
Publication date: 7 September 2012

Robert Ebo Hinson and Prince Kodua

The purpose of this paper is to examine how corporate social responsibility is incorporated into marketing strategy for a leading telecommunications firm (MTN) in Ghana. The paper…

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Abstract

Purpose

The purpose of this paper is to examine how corporate social responsibility is incorporated into marketing strategy for a leading telecommunications firm (MTN) in Ghana. The paper examines the corporate social responsibility practices of this firm by focussing on various dimensions of stakeholder interests, norms and values.

Design/methodology/approach

A conceptual framework was adopted from the extant literature and used as the basis for the single case study analysis. The authors interviewed senior management of the company and also analysed corporate social responsibility (CSR) information posted on the company's website.

Findings

MTN has a strong commitment to social responsibility programmes. A separate independent unit, dubbed, “MTN Foundation”, has been established with its own Board of Directors and management team to manage CSR‐related programmes. However, there seems to be lack of coordination of activities of other departments such as marketing and human resources which are of equal interest to major stakeholders. Again, in an effort to identify stakeholders' interests, there appears to be a lack of a proactive approach in examining the actual needs of prospective beneficiaries of CSR programmes of the company.

Originality/value

The paper serves as a guide to managers in the planning and implementation of social responsibility programmes within the context of developing countries and also adds to the relatively parsimonious literature on CSR practices of firms operating in Africa.

Details

International Journal of Law and Management, vol. 54 no. 5
Type: Research Article
ISSN: 1754-243X

Keywords

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Article
Publication date: 27 June 2020

Jamid Ul Islam, Shadma Shahid, Aaleya Rasool, Zillur Rahman, Imran Khan and Raouf Ahmad Rather

This paper aims to investigate how banking websites can activate customer engagement (CE) to consequently enhance customer trust and retention.

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Abstract

Purpose

This paper aims to investigate how banking websites can activate customer engagement (CE) to consequently enhance customer trust and retention.

Design/methodology/approach

Using an online survey, data were collected from 598 customers of various (public and private) banks in India. Structural equation modeling was used to analyze the data.

Findings

Results reveal that the key website attributes viz. website interactivity, website aesthetics, customization, ease of use and telepresence positively affect CE. The results also delineate positive associations between CE, customer trust and customer retention.

Research limitations/implications

This paper unravels that by strategically focusing on the relational dynamics of CE, banks can build trust and retain their most valuable stakeholders – the customers, thereby addressing the crucial strategic concerns of banking firms.

Originality/value

This research is the first to explore the effects of key website attributes on CE in the banking context. The undertaking of this study in an emerging economy adds further insight into CE literature by generalizing the applicability of CE studies across geographic contexts.

Details

International Journal of Bank Marketing, vol. 38 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

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