Olushola Solomon Akeke

University of Lagos | Unilag · Faculty of Business Administration

This study investigates the buying styles of young consumers, especially the millennials—Gen Y, and Gen Z whose idiosyncrasies and consumption peculiarities are quite different from the older generations. Besides Sproles and Kendall’s eight (8) consumer-style inventory dimensions, this study presents new dimensions and develops six constructs that...

This research study explores the buying styles of young consumers, especially the millennials (Gen Y, and Gen Z), whose idiosyncrasies and consumption peculiarities are quite different from previous generations. This present study further expanded on the eight constructs of the consumer style inventory (CSI) that were conceived by Sproles & Kendall...

The current global pandemic has forced many customers to carry most of their purchases and other transactions to the virtual environment. The patronage of the online retailers will be affected by how they are perceived by the customers. It is on this basis that the researcher intends to study the effect of Aaker’s Model of brand personality on cust...

The study seeks to determine the influence of social marketing on sustainable behaviour in the area of household waste disposal in Lagos State, Nigeria. This study focuses on four dimensions of social marketing namely: social product, social price, social promotions and social place. Descriptive research design was employed using cross-sectional su...

The purpose of this study is to determine the effect of market segmentation on competitive advantage in the Nigerian telecommunications service sector in the Lagos state. Motivation: The Nigerian government's decision to liberalize the communication industry has increased rivalry among enterprises, implying that a market segmentation approach will...

Presently, new issues are emerging in the area of employee commitment which is potentially impeding the performance of the majority of firms. This study seeks to investigate the effect of organizational culture (reward system, communication, and teamwork and management support) on employee commitment from the perspective of multiple Industries in L...

This study is carried out to examine the effect of customer service on the corporate competitive advantage from the perspective of selected firms in the Nigerian telecom service industry. It was a quantitative study under which suitable research methods were utilized. A sample of 420 was drawn from the 22.6 million population of telecom service sub...

This study was put together to examine the influence of TAM (Technology Acceptance Model) extension model on customer adoption of e-banking practice in Lagos state. Furthermore, to capture the extended model four (4) elements of innovation characteristics namely innovation relative advantage, innovation complexity, innovation compatibility and inno...

The study seeks to determine the influence of the various components of a deep brand on customer satisfaction in the overall operation of Guarantee Trust Bank, Lagos Nigeria. Deep brand as a concept in the overall branding process represents a significant improvement in the use of branding to overcome rising competition in the marketplace. This stu...

The study seeks to investigate the impact of brand image on consumer choice of branded products in Nigeria automobile market, focusing on (belief, assessment and satisfaction) of measuring brand imag e. A sample of 400 respondents was selected using convenience sampling method in Surulere Local Government on the Mainland of Lagos State, Nigeria. Th...

The adoption of Quality management practices by most organisations has been hampered due to non-compliance with the procedures and principles of Quality control management implementation. Several studies on quality control management and consumer retention have only concentrated on small-scale enterprises in developed countries. This present study...

The objective of this study is to analyze the impact of celebrity endorsement on sales performance of Pepsi-Cola in Lagos, Nigeria, with focus on celebrity's credibility, popularity, acceptance and integrity as a measure of celebrity endorsement on sales performance. Few studies exist without any clear cut idea on which factors firms can use to eva...

The study was carried out to evaluate the influence of smartphone attributes on student’s buying decision in Lagos State Tertiary Institutions. Research design adopted was purely descriptive, employing cross sectional survey method in data collection. Data for the study were generated through the use of structured questionnaire and administered to...