Browsing by Author "Odoom, Priscilla Teika"

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Brand Orientation and Brand Performance in SMEs: The Moderating Effects of Social Media and Innovation Capabilities
(Emerald Publishing Limited, 2019-01) Odoom, Raphael; Odoom, Priscilla Teika
Purpose – This study aims to investigate the moderating effects of innovation capabilities and social media capabilities on the relationship between brand orientation and brand performance among small- and mediumsized enterprises (SMEs). Drawing on the size differential feature from the organizational ecology theory, the paper further tests variations in these conditions across disaggregated SME levels. Design/methodology/approach – The empirical part of the study was carried out with a sample of 484 enterprises in an emerging market context via exploratory and confirmatory factor analyses, along with a moderated hierarchical regression. Findings – Results from the moderated hierarchical regression analysis indicate that although the two capabilities generally offered positive moderating effects across all enterprises, these are conditional and not invariant when disaggregated based on enterprise sizes (small vs medium). Originality/value – The study suggests the need for enterprise owners/managers to identify optimal combinations of enterprise capabilities, based on their sizes, for which their complementarities with brand orientation efforts are more potent.
Branding Capabilities and SME Performance in an Emerging Market: The Moderating Effect of Brand Regulations
(Emerald Publishing Limited, 2017-05) Odoom, Raphael; Agbemabiese, George Cudjoe; Anning-Dorson, Thomas; Odoom, Priscilla Teika
Purpose – The purpose of this paper is to test the effect of brand regulations on the relationship between enterprises’ branding capabilities (internal and external) and performance. It also examines the hypothesized relationship effects across manufacturing and service-based enterprises. Design/methodology/approach – The study uses data from 384 small- and medium-sized enterprises (SMEs) within an emerging market setting. Moderated hierarchical regression was used to examine the theoretical interrelationships between branding capabilities and enterprise performance within the boundaries of regulations. Findings – Results from the study suggest that both internal and external branding capabilities positively affect enterprise performance. However, the effect is confounded as brand regulations attenuate the relationship between enterprises’ branding capabilities and performance. Varying outcomes across manufacturing and service-based enterprises are also assessed. Originality/value – The study suggests that policy makers should review regulations on businesses, particularly those relating to the small business sector. Regulations that ameliorate activities of SMEs should be implemented to promote existing enterprises, and attract new ones for industrialization in emerging markets. The findings provide evidence for issues of potential research and managerial interest, with implications for both policy makers, small business owners and the academic community.
Branding Efforts and SME Performance–An Empirical Investigation of Variations Across Firm Sizes and Business Sectors
(Emerald Publishing Limited, 2017-07) Odoom, Raphael; Odoom, Priscilla Teika; Asamoah, George
Purpose – This paper aims to draw on the organizational ecology theory to examine variations in branding efforts and performance of small and medium-sized enterprises (SMEs) across enterprises sizes and business operating sectors. Design/methodology/approach – A four-stage analysis involving principal component analysis, Pearson correlation, ANOVA and logistic regressions was used on a sample of 430 SMEs within an emerging market. Findings – Principal component analysis identified four brand marketing efforts relevant to the SMEs. These efforts were used in fluctuating extents among small-sized versus medium-sized enterprises, as well as manufacturing versus services SMEs. Additionally, proportionate levels of performance corollaries were found to be accruable across the enterprise sizes and operating sectors. Originality/value – The paper first identifies four brand-building efforts germane to SMEs within an emerging market and examines their precise contributions to firm performance within enterprise sizes and business operating sectors. It further reinforces the relevance of brand marketing programs to the growth of SMEs by establishing the likelihood and extent to which brand-building efforts impact on SME performance across enterprise sizes, as well as operating sectors. The study also presents issues of potential research and managerial interest from an emerging market, offering insightful implications to researchers and SMEmanagers.
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.
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.
Personalised Display Advertising and Online Purchase Intentions: The Moderating Effect of Internet Use Motivation
(IGI Global, 2022) Odoom, Priscilla Teika
Personalized ads are increasingly used by marketers to promote product and service brands; however, the effect of ad personalization on consumer perceptions and online purchase intention has received limited research attention, particularly in different media usage situations. To address this gap, data were collected in four sub-Saharan African countries through an online survey to test the hypothesized model using structural equation modeling. The findings indicate that perceived ad personalization influences online purchase intention, and this relationship is partially mediated by perceived relevance and fully mediated by perceived intrusiveness. No effects were found for privacy concern. Notably, internet use motivation moderated the relationships between the predictor and the outcomes. Specifically, the effect of ad personalization on perceived intrusiveness was only significant among paratelic users; its effect on purchase intention was also stronger among paratelic users, and its effect on perceived relevance was more pronounced among telic users.
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.