Peter Oppong

Kwame Nkrumah University Of Science and Technology | KNUST · Marketing & Corporate Strategy

The role of perceived value, brand credibility and word-of-mouth endorsement in supporting customers` behavioural intentions to pay a high price has gained much attention lately in the marketing literature. However, studies on the impact of perceived value on customers` intention to pay a high price via the intervening role of brand credibility and...

Purpose-This research investigated the mediation influence of perceived herbal quality and brand trust in customer satisfaction and willingness to pay (WTP) more nexus. Methods-Survey questionnaires were systematically utilized to gather data from a sample of 265 customers in the herbal market in Cape Coast, Ghana. The hypotheses formulated were st...

High levels of brand awareness, image and credibility have a profound impact on customers’ favourable word-of-mouth behaviour, which can lead to an increase in market share. Despite the important role of brand awareness, image and credibility in supporting customers’ word-of- mouth behaviour, there are limited studies on the mediating role of brand...

A high level of brand awareness and brand image enhances customers` favourable word-of-mouth referrals which in turn, strengthens their WTP a high price for a brand. Despite the increasing importance of brand awareness and brand image to customers` word-of-mouth referrals and their WTP a high price, there are limited studies on the mediated role of...

Entrepreneurial orientation (ENO), social network ties (SOT) and market intelligence generation (MIT) are independently modeled as distinct antecedents of entrepreneurial intention (EIN). However, the intervening variables for such models are typically under-explored in their applicability to university students in sub-Saharan Africa. Accordingly,...

To expand the existing literature on entrepreneurial orientation and entrepreneurial intention, the current study determines the mediating role of social network ties in the relationship between entrepreneurial orientation and entrepreneurial intention among university students in Ghana. Data was conveniently gathered from 728 full time university...

Enduring brand trust, credibility, value and equity are essential drivers of customers' willingness to pay a high price for a brand which can engender a higher profit margin. The role of brand trust, credibility, value and equity in strengthening customers` willingness to pay a price premium has been extensively studied of late. However, studies on...

The significance of brand image, trust, credibility and perceived value to re-purchase intentions has received considerable attention of late. However, few studies have investigated the impact of image, trust and credibility on repurchase intentions through the role of value as high-order construct, particularly in the over-the-counter herbal marke...

Brands with stronger image, credibility, and greater customer satisfaction engender favourable behavioural intentions, which serves as an essential competitive weapon in a market. The impact of brand image, credibility, and satisfaction on behavioural intentions are well-documented in the literature. There is, however, little or no research on the...

Consumer perceptions of quality, satisfaction, and brand credibility are critical ingredients for developing healthy brands with high value in a competitive market. However, few authors have looked into the brand credibility`s intervening role in the effect of quality and satisfaction on brand equity in the non-conventional health industry. Hence,...

Brands with a high level of awareness, credibility, quality and loyalty provide a platform for strengthening customers` favourable word-of-mouth, which may contribute to increasing market share in a competitive environment. However, there is few or no research on the effect of awareness, credibility and quality on word-of-mouth through the impact o...

Enhancing brand quality, association and awareness can generate greater loyalty which may lead to a sustainable edge in a competitive market. And yet, there is a relative paucity of studies on the influence of awareness and quality on loyalty via the mediating impact of association, particularly in the traditional health market. Hence, this study s...

Computer education is increasing steadily because it is well-recognized as a major indicator of the successful acceptance of information technology applications in an organization. Despite the advantages associated with computer education, there is a relative scarcity of empirical studies on the potential role of computer education in the behaviour...

Building a vibrant brand in a highly competitive market is of strategic importance as it provides greater loyalty which generates large market share and decreases competitive pressure on a firm. However, there is a lack of empirical evidence on the role of brand equity in supporting the formation of loyalty in the traditional medicine market. The a...

Building strong brands with positive equity in a highly competitive traditional herbal medicine market is crucial to having an edge over the competition. However, the concept of brand equity is relatively new to the traditional herbal medicine market as there is relative scarcity of empirical research to uncover its significance. This paper examine...

In today`s competitive business environment, packaging and brand equity provide a competitive advantage to a firm which may increase and maintain its market share. However, the role of packaging in supporting the brand equity is relatively new in the over-the-counter pharmaceutical market and currently, there is a lack of empirical research to unco...

Developing loyalty in a keen competitive market is of strategic importance as it sustains market share and ultimately, increases the profit margins of a firm. However, there is relative scarcity of empirical research on the impact of brand equity and its assets on loyalty in the traditional herbal medicine market. This paper seeks to examine the in...

The banking industry is constantly facing increasing competition partly due to financial liberalization and technological developments. To survive in an environment of intense competition more Banks have adopted technology-based service options in order to provide excellent customer service to enhance customer loyalty. However, it is becoming incre...