Browse Items (3031 total)

This chapter examines the effect of green advertising and packaging activities on sustainable competitive advantage—the mediation role of effective implementation strategies. The study proposes that corporate environmental activities such as green…

Higher education stakeholders have re-strategized to identify the unique competitive causes of comfortability among students’ satisfaction. Student satisfaction has been largely observed in the literature as a significant strategy and competitive…

Higher education stakeholders have re-strategized to identify the unique competitive causes of comfortability among students’ satisfaction. Student satisfaction has been largely observed in the literature as a significant strategy and competitive…

The usage of digital marketing has significantly changed how firms, businesses, and marketers engage with their buyers. Digital platforms such as Facebook, Google, YouTube, Twitter, Instagram, and many others are utilized in an attempt to offer…

The usage of digital marketing has significantly changed how firms, businesses, and marketers engage with their buyers. Digital platforms such as Facebook, Google, YouTube, Twitter, Instagram, and many others are utilized in an attempt to offer…

Purpose
The purpose of this conceptual paper is to explore the connection between green supply chain practices (GSCPs) and sustained business advantage from an emerging market perspective. Research on the phenomenon is limited in developing…

This study investigates the impact of country of origin (COO) on consumer attitudes and brand evangelism in Ghana’s telecommunications industry. The research uses a multi-study approach, examining three telecom brands (A, B, and C) in Ghana. The data…

Achieving the 17 sustainable development goals (SDGs) has become very important in the survival of the human race and the earth's ecosystem. The purpose of this study is to see the effectiveness of social media communication and how it influences…

Purpose
This study investigates how customer experience mediates the relationship between online innovation and repurchase intention in the hotel industry in Ghana.
Design/methodology/approach
Data was collected from 167 clients from a two-star…

This study sought to investigate and understand customer behaviour that determines attitudes in relation to SMS advertising and purchase intentions in Ghana. The quantitative method was used with simple random sampling technique in selecting the…