Department of Integrated Marketing

Permanent URI for this collectionhttp://10.30.1.83:4000/handle/123456789/23

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Browsing Department of Integrated Marketing by Author "Narteh, Bedman"

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    Banking Sector Reforms and Customer Switching Intentions: Evidence from the Ghanaian Banking Industry
    (Springer Nature Link (Journal of Financial Services Marketing), 2022-01-12) Senanu, Bright; Narteh, Bedman
    The study examined factors influencing customers' switching intentions among retail banks after regulatory-induced mergers and acquisitions occasioned by banking sector reforms. The approach was quantitative through a survey design. Following a comprehensive review of extant literature, five antecedents were identified and conceptualised as determinants of switching intentions, and survey data were collected from 392 customers of the affected banks. Subsequently, partial least square structural equation modelling was used to test the research model. Empirical insights established direct relationships between price, reputation, and ineffective communication as antecedents to customer switching intentions in the context of regulatory-induced mergers and acquisition. The availability of suitable substitutes moderated the direct relations between price and switching intentions. This study is the first of its kind to interrogate switching intentions after a banking sector reform. It contributes to theory and practice by further interrogating the already empirically tested antecedents of switching in the context of regulatory-induced bank mergers and acquisitions. Additionally, the study enhances the switching literature by submitting evidence on the role of suitable substitutes as a moderator.
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    Consumer Acceptance of Online Display Advertising - The Effects of Ad Characteristics and Attitude Toward Online Advertising
    (Inderscience Publishers (IEL), 2020-05) Odoom, Priscilla Teika; Narteh, Bedman; Odoom, Raphael
    Extant research address online display advertising effectiveness as a function of ad characteristics. However, issues regarding the influence of specific ad characteristics remain under explored and fragmented. Also, the role of ATOA in facilitating the effects of ad characteristics on consumers' ad acceptance is not properly addressed. Yet, these insights are essential for marketers to break through the clutter and enhance favourable reactions toward their display ads. This study extends existing online advertising literature by examining the influence of interactivity, placement, informativeness, personalisation, and exposure condition on ad acceptance; and also assesses the intervening effect of ATOA in these relationships, using the stimulus organism response model as a theoretical lens. An online survey was employed to gather the study data which was analysed using structural equation modelling. Findings support all except placement as essential ODA characteristics that directly influence ad acceptance among consumers, and ATOA strongly mediated of these relationships.
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    Healthcare Branding: Insights from Africa into Health Service Customers’ Repeat Patronage Intentions
    (Taylor & Francis Group, 2021-07) Odoom, Priscilla Teika; Narteh, Bedman; Odoom, Raphael
    The study explores the relationship between branding in healthcare, brand image and customer re-patronage intentions. A survey approach was employed to gather data from 318 outpatients in hospitals in the Accra Metropolis and the data was analysed using factor analysis and regression analysis. The results indicate that the four dimensions of healthcare branding – brand elements, tangibles, medical personnel quality and critical services – predict healthcare brand image and re-patronage intentions. However, brand elements did not predict customer re-patronage intentions; and a strong significant relationship emerged between healthcare brand image and re-patronage intention. The strategic implications of the results for managing branding in hospitals are discussed in the paper.
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    The Role of Corporate Social Responsibility in Influencing Brand Loyalty: Evidence from the Ghanaian Telecommunication Industry
    (Academic Star Publishing Company, 2016-11) Kodua, Prince; Narteh, Bedman; Braimah, Mahama; Odoom, Priscilla Teika
    Though Corporate Social Responsibility has been of concern to theory and practice, research investigating customers’ reaction to the different Corporate Social Responsibility dimensions is scant, particularly in sub-Saharan Africa. Moreover, the relationship between corporate social responsibility and brand loyalty has been under researched. The current study explores the relationship between the dimensions of Corporate Social Responsibility; ethical, legal, and philanthropic and their relationship with brand loyalty using 350 subscribers of mobile networks. The results indicate that CSR dimensions with the exception of legal responsibility are significantly associated with brand loyalty.