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Article
Publication date: 5 May 2021

Henry Boateng, George Oppong Appiagyei Ampong, Diyawu Rahman Adam, Kwame Simpe Ofori and Robert Ebo Hinson

The purpose of this paper is to examine the role of social interaction ties, trust and business networks in the acquisition of foreign business knowledge and foreign…

Abstract

Purpose

The purpose of this paper is to examine the role of social interaction ties, trust and business networks in the acquisition of foreign business knowledge and foreign institutional knowledge. It also assesses the effect of these types of knowledge on small and medium enterprises’ (SME) export performance. Furthermore, this study determines the moderating role of absorptive capacity in the relationship between foreign business knowledge, foreign institutional knowledge and export performance.

Design/methodology/approach

This study used a survey research design using data from nontraditional SME exporters in Ghana. There were 257 respondents who were employees (managers/owners) of SMEs in Ghana. The model was analyzed using structural equation modeling.

Findings

Social interaction ties, trust and business networks have a significant effect on the acquisition of foreign business knowledge and foreign institutional knowledge. Furthermore, foreign business knowledge and foreign institutional knowledge have a significant positive effect on export performance. The path between foreign business knowledge and export performance is also moderated by absorptive capacity. However, the moderating role of absorptive capacity in the relationship between foreign institutional knowledge and export performance is not significant.

Originality

This study uses social capital to explain how SMEs acquire foreign business knowledge and foreign institutional knowledge, and how both affect SMEs’ export performance. Furthermore, it tests the moderating role of absorptive capacity in the relationship between foreign business knowledge, foreign institutional knowledge and export performance.

Details

VINE Journal of Information and Knowledge Management Systems, vol. 52 no. 5
Type: Research Article
ISSN: 2059-5891

Keywords

Article
Publication date: 17 July 2018

Diyawu Rahman Adam, Kwame Simpe Ofori, Abednego Feehi Okoe and Henry Boateng

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

African Journal of Economic and Management Studies, vol. 9 no. 3
Type: Research Article
ISSN: 2040-0705

Keywords

Open Access
Article
Publication date: 3 August 2021

Michael Boadi Nyamekye, Diyawu Rahman Adam, Henry Boateng and John Paul Kosiba

The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment…

3950

Abstract

Purpose

The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience with a restaurant brand. Additionally, the authors investigate whether emotion-based attachment mediates the relationships between identity-based attachments, place dependence and brand loyalty in the restaurant setting.

Design/methodology/approach

The authors administered the questionnaire to customers (diners) of restaurants in Ghana, and they were completed via a paper and pencil/pen approach. The authors tested their hypotheses using structural equation modeling.

Findings

The findings show that identity-based and emotion-based attachment enhances brand loyalty within a restaurant setting. The results also show that place dependence attachment promotes emotional bonding with restaurant brands. The study's findings also show that place dependence attachment does not have a direct and positive significant effect on brand loyalty except when an emotional response is produced.

Originality/value

Place attachment studies in a restaurant setting are rare. This study thus contributes to the place attachment literature in restaurants setting.

Details

International Hospitality Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2516-8142

Keywords

Article
Publication date: 20 April 2022

Henry Boateng, Fortune Edem Amenuvor, Diyawu Rahman Adam, George Cudjoe Agbemabiese and Robert E. Hinson

The existing literature has emphasized the importance of frontline service employees developing a sense of ownership for the overall well-being of customers. However…

Abstract

Purpose

The existing literature has emphasized the importance of frontline service employees developing a sense of ownership for the overall well-being of customers. However, studies into why frontline service employees develop ownership and responsibility for customers are still lacking. The purpose of this paper is to address the question, “Why do frontline service employees engage in responsible customer service behaviors and protect the interests of customers in Ghana?"

Design/methodology/approach

A semistructured interview with 61 frontline service employees was used in the study. This study used a thematic analysis technique to analyze the data.

Findings

The findings show that frontline service employees develop a sense of customer stewardship because of organizational values, human resource management initiatives (rewards and in-service training) and ownership and accountability.

Originality/value

Studies on why frontline service employees engage in responsible customer service behaviors and protect the interests of customers is limited. This study addresses this gap in the literature.

Details

European Business Review, vol. 34 no. 4
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 7 February 2020

Henry Boateng, John Paul Kosiba, Diyawu Rahman Adam, Kwame Simpe Ofori and Abednego Feehi Okoe

This study aimed to ascertain the relationship between experiential value, brand attachment and brand loyalty. The authors employed the attachment theory as the…

1590

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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

Details

Marketing Intelligence & Planning, vol. 38 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

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