Search results

The purpose of this paper is to ascertain the effects of structural and bonding attachment on brand loyalty. The authors identified network quality, network coverage and mobile number portability (MNP) as structural elements of attachment that affect brand loyalty. Similarly, the authors identify brand trust and social interaction ties as elements of bonding-based attachment that affects brand loyalty.

The authors employed a survey as the research design. There were 500 respondents who were customers of telecommunication network brands in Ghana. Data collected were analyzed using the partial least square approach to structural equation modeling (PLS-SEM) on SmartPLS 3.

The findings indicate that structural and bonding-based attachments affect the brand loyalty. Specifically, the authors found that network coverage, network quality, brand trust and social interaction ties have positive effects on brand loyalty while MNP has a negative effect on brand loyalty.

This study conceptualizes attachment from both structural and bonding perspectives, which are rare in the marketing literature. Thus, this study advances the conceptualization of attachment in the marketing literature.

Consumers’ intentions to participate in the sharing economy have received much attention from researchers in recent times. However, little attention has been paid to consumers’ actual participation in the sharing economy. The purpose of this paper is to examine the factors that drive customers in Ghana to use Uber.

The authors used surveys as the research design. There were 500 participants who were users of Uber. Data were collected through self-administered questionnaires.

The findings of this study show that trust, customer return on investment and search convenience are the key factors that contribute to riders’ usage of Uber service. Furthermore, this study shows that consumers’ need for prestige and social connection do not play a significant role in consumers’ (riders’) usage of Uber services.

Studies investigating consumers’ participation in the sharing economy from an emerging economy context using the social exchange theory is limited. This study identifies elements of the economic and socio-emotional dimensions of the social exchange theory and the strength of their impact on people’s participation in the sharing economy.

The purpose of this paper is to identify factors that affect continuance intention towards internet banking usage using the institutional trust theory.

Data were collected from 481 internet banking users from a bank in Ghana using a questionnaire. The respondents were internet banking users. Data were analysed using partial least square-structural equation modelling.

The results from the analysis revealed that information quality, service quality, privacy and security concerns were significant predictors of both trust and satisfaction. Structural assurance and situational normality were also found to significantly affect trust. Other factors that were found to be significant of continuance intention included satisfaction and trust.

Studies investigating customers’ continuance intention towards internet banking usage using the institutional trust theory in an emerging economy like Ghana is rare. Hence, this study provides a model for banks operating in Ghana to understand internet banking customers’ continuance intention towards internet banking usage.

In recent times, there has been a growing research interest in customer engagement; however, there is a paucity of empirical evidence on the drivers and outcomes of customer engagement such as brand loyalty. Furthermore, the customer engagement and brand loyalty literature have paid little attention to trustworthiness, even though it has the potential of explaining customer engagement, brand loyalty and their relationships. Consequently, the purpose of this paper is to ascertain the drivers of customer engagement and its relationship with brand loyalty in the context of retail banking in Ghana.

The authors employed the survey research design. The authors collected data from retail banking customers in Ghana using the intercept approach. There were 385 respondents. The authors analysed the data using the structural equation modelling approach.

The results show that trustworthiness drives customer engagement which results in brand loyalty. The findings reveal that trustworthiness is defined through integrity, benevolence and ability while customer engagement is defined via emotional engagement, cognitive engagement and behavioural engagement.

This study examines the impact of trustworthiness on customer engagement and brand loyalty. It shows the mediating role of customer engagement in the relationship between trustworthiness and brand loyalty.

This paper aims to seek to ascertain the corporate social responsibility (CSR) information needs of customers of microfinance institutions (MFIs). It also ascertains their media preferences for CSR disclosure.

The study adapted Wilson’s (1981) concept of information needs as the conceptual basis of this study. Case study research design was used. The respondents consisted of customers of MFIs in Ghana. Semi-structured interview was used to collect the data. Data were analysed using thematic analysis technique.

The study found that the CSR information needs of MFIs’ customers relate to moral disclosure, business survival disclosure, financial and business terms and conditions disclosure, donations disclosure and capacity building and training disclosure. The study also found that family and friends are the most reliable sources of CSR information for MFIs’ customers.

There is a great deal of literature available on CSR disclosure. However, limited studies have investigated the information needs of customers regarding CSR disclosure. Again, CSR disclosure in the Microfinance sector has received limited attention in the existing literature. This study expanded the existing literature by investigating the CSR information needs of MFIs’ customers.

This study aims to ascertain the relationship between trustworthiness and students’ attitudes toward knowledge sharing.

For this study, the authors used the survey research design technique. Data were collected from students pursuing a degree in Business and Administration. Convenience sampling technique was used to select the participants. A total of 400 students participated in the study. Multiple linear regression was used to analyze the data.

The results show that trustworthiness, integrity, benevolence and ability have a positive relationship with students’ attitudes toward knowledge sharing.

Studies investigating the relationship between trustworthiness and students’ attitudes toward knowledge sharing is rare, especially in Ghana.

This study aimed to ascertain the relationship between experiential value, brand attachment and brand loyalty. The authors employed the attachment theory as the theoretical framework and operationalised attachment as a two-dimensional construct: identity-based and bonding-based. The authors argue that experiential value reinforces customer attachment in these two perspectives of attachment and consequently determine brand loyalty.

The authors used a survey research design and collected data from 500 customers of mobile telecommunication network companies in Ghana. The authors analysed the data collected using the partial least squares approach to structural equation modeling.

The findings of the study showed that there is a relationship between experiential value, brand attachment (identity-based and bonding-based) and brand loyalty. This study showed how experiential value reinforces each dimension of the attachment theory, and drives brand loyalty.

This study intensifies the application of attachment theory in the marketing literature. It provides insight into how brand loyalty is developed via attachment.

The purpose of this study is to examine the relationship between consumers’ attitude toward social media advertising and their behavioural response and the moderating effect of corporate reputation in this relationship. Social media advertising is gradually gaining grounds among practitioners and researchers.

Survey design was used and the respondents totaled 441. They were selected using convenience sampling technique. Questionnaires were used to collect the data and analyzed using hierarchical regression.

Findings indicate that there is a significant relationship between consumers’ attitude toward social media advertising and their behavioural responses. Again, it was noted that corporate reputation moderates this relationship.

This study relied on convenience sampling and a cross-sectional survey design, which makes it difficult to generalize the findings and account for changes that occurred in the attitude of consumers.

This study contributes to the understanding of the moderating role of corporate reputation in consumers’ attitude toward social media advertising.