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Article
Publication date: 11 February 2019

Henry Boateng, John Paul Basewe Kosiba and Abednego Feehi Okoe

Consumers’ intentions to participate in the sharing economy have received much attention from researchers in recent times. However, little attention has been paid to…

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Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Originality/value

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.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 1 March 2019

Robert Hinson, Henry Boateng, Anne Renner and John Paul Basewe Kosiba

Marketing researchers have usually studied consumers’ attachment to brands from an emotional bonding perspective. However, the purpose of this study is to show that…

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Abstract

Purpose

Marketing researchers have usually studied consumers’ attachment to brands from an emotional bonding perspective. However, the purpose of this study is to show that attachment to objects is not only limited to bonding. Thus, the authors conceptualised the attachment theory from two perspectives: bonding-based and identity-based attachment. In addition, the study further seeks to identify the elements of each component and examine how these elements drive customer engagement on a brand’s Facebook page while assessing some consumer-related outcomes of customer engagement on Facebook.

Design/methodology/approach

Using an online survey, the authors examined antecedents of customer engagement on Facebook and the outcomes of engagement behaviours among 649 respondents. Structural equation modelling was used in analysing the data.

Findings

The results of the study show that consumers’ attachment to a brand drives them to engage the brand on the brand’s Facebook page. The results also show that the consumer engagement of brands on Facebook results in positive user-generated contents and consumer involvement.

Practical implications

Managerially, the attachment theory provides value for marketers in terms of evaluating customer–brand relationships and how such a relationship can yield positive results.

Originality/value

This study expands how the attachment theory has been conceptualised and applied in the marketing literature. The study shows that consumer attachment to brands is identity-based in addition to being bonding-based.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 2 October 2018

John Paul Basewe Kosiba, Henry Boateng, Abednego Feehi Okoe Amartey, Robert Owusu Boakye and Robert Hinson

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…

3413

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 2 August 2019

Robert E. Hinson, John Paul Basewe Kosiba, Henry Boateng, Raphael Odoom and Ransford Edward Gyampo

Despite the recognisable importance of nation brand websites, they have seemingly not been the focus of dialogic communication interrogations of marketing and…

Abstract

Purpose

Despite the recognisable importance of nation brand websites, they have seemingly not been the focus of dialogic communication interrogations of marketing and communications scholars. This paper is one of the initial attempts to address such research lacuna. The paper aims to examine the dialogic potential of the Brand South Africa website and its effect on the country’s image, as well as the impact of this image on consumers’ (tourists) visiting intentions.

Design/methodology/approach

Drawing from the dialogic communication and impression management theories, the authors applied partial least squares structural equation modelling (PLS-SEM) to analyse data solicited from 672 participants via an electronic survey.

Findings

This paper demonstrates that the dialogic communication principles of the Brand South Africa website have positive influences on the image impression of South Africa. Country image impression was also found to have a significant effect on intentions to visit.

Practical implications

This study is of potential benefit to researchers, government agencies and those responsible for nation branding.

Originality/value

This study contributes to marketing and tourism literatures, by drawing on theories of dialogic communication principles and impression management, to fill the gap regarding the effect of nation brand websites on country image impression and visiting intention of consumers (tourists).

Details

European Business Review, vol. 31 no. 5
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 24 June 2021

Andrews Adugudaa Akolaa, John Paul Basewe Kosiba, Felix Appiah and Akua Akuffo Nyanteh

This study investigates the effect of product quality and price fairness on consumer cause-related marketing (CRM) participation and also the moderating role of…

Abstract

Purpose

This study investigates the effect of product quality and price fairness on consumer cause-related marketing (CRM) participation and also the moderating role of donation-related customer predispositions (i.e. empathy and cause importance) on this relationship.

Design/methodology/approach

Data for the study were obtained from 240 respondents. A structural equation modelling approach was used in analysing the data.

Findings

Results from the analysis indicate that fair pricing and product quality affect CRM participation. The findings also provide insights into the moderation role of empathy and cause importance.

Originality/value

Prior research studied the effect of promotion on CRM participation; however, this study examines the effect of product and price. The findings offer insight into issues of research and managerial interest, offering insightful implications to the academic and practitioner communities in developing countries, respectively.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

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