Lakeside University College Ghana

Purpose In the light of the UN’s Sustainable Development Goals, it is imperative for firms to adopt green practices. Green marketing is currently attracting the attention of people all over the world due to the growing awareness of the link between environmental catastrophes and unsustainable human activities. However, some aspects of green marketing, including green product experience, trust, satisfaction and loyalty, remain underexplored. This study aims to assess how green product experience and trust in green labelling influence perceived value, satisfaction and loyalty towards green products. Design/methodology/approach Partial least squares-structural equation modelling was used to analyse data collected from a survey of 578 consumers in Ghana. Findings The results indicate that consumers’ green product experience influences their green product satisfaction, perceived value and loyalty; and that consumers’ trust in green labelling influenced their green product satisfaction and perceived value. Research limitations/implications This study contributes to the literature by providing useful insights into green product experience, trust in green labelling, green satisfaction and loyalty. The findings can assist brand and marketing managers in devising communication strategies that will generate the most beneficial perceived values of green products among targeted customers. Originality/value The study is among a few to examine the influence of green product experience and trust on perceived value, satisfaction and loyalty towards green products, particularly in the context of a developing economy.

AbstractThe concept of country branding, also referred to as nation or place branding, involves the creation and management of a nation’s image and products to promote various aspects of its identity. This study conducted a systematic review of country branding studies based on articles published between 2010 and 2020. A total of 59 papers were obtained from electronic databases such as Scopus, search engines like Google Scholar, and publishers including Taylor and Francis, Emerald, Elsevier, and Wiley online, using a specific search criterion. Of the 59 articles, only 44 met the inclusion criteria and were included in this review. The results were organised using the theory, context, characteristics, and methods (TCCM) organising approach for systematic literature reviews. The study revealed two dominant research themes: ‘national branding campaign’ and ‘country of origin (COO). Most studies did not use any specific model and the qualitative method was the dominant research method used. The findings of this study provide a roadmap for understanding the literature on country branding and offer directions for future theory building.

Purpose Focused on peer-to-peer accommodation sharing, this paper aims to investigate the effect of perceived value on the two dimensions of satisfaction (transaction- and experience-based) and continuance intention involved in using a platform featuring triadic relationships. Design/methodology/approach Survey data were collected from 392 Airbnb users and analysed using the partial least squares approach to structural equation modelling. Findings All dimensions of perceived value had a significant effect on transaction-based satisfaction. Symbolic value did not have a significant effect on satisfaction. Transaction- and experience-based satisfaction had a significant effect on continuance intention. Research limitations/implications The findings highlight the differential effects of dimensions of perceived value for understanding customer satisfaction and continuance intention in the peer-to-peer accommodation context. The study focused on only one sector of the sharing economy, namely, the peer-to-peer accommodation sector. Originality/value The study offers fresh insights on the nexus between value perceptions and continuance intention in the context of peer-to-peer accommodation.

Purpose Despite the efforts to improve the usage of insecticide-treated nets (ITNs) among pregnant women in endemic malaria countries like Ghana, its usage still remains low. Therefore, this study aims to assess the intention to use ITNs and actual usage behaviour among pregnant women in Ghana using the integrated model of behaviour prediction (IMBP) and explore factors preventing its usage. Design/methodology/approach A structured questionnaire was administered to 310 respondents using a convenience sampling technique, and the data were analysed using multiple regression. Exploratory data collected through an interview guide was analysed using Kvale and Brinkman’s (2015) five-step approach. Findings The findings indicate a significantly positive association between intention to use ITN and actual usage of ITN among pregnant women in Ghana. Attitude and normative beliefs were the most significant predictors of intention to use ITNs among pregnant women. The result further shows that despite the generally positive perception of the effectiveness of the ITN in malaria prevention and positive intention to use it, its actual usage remains low because of discomfort (primarily associated with heat, irritation, heat rashes, suffocation and vomiting, size and design, reactions to ITN’s chemicals and misconceptions about ITNs causing cancer. In this study, the implications are discussed. Originality/value This study applied the IMBP to ITNs usage intention among pregnant women in a developing market context and found the model to predict ITN usage intention effectively.

AbstractThe paper focuses on lunsi (drummers) as promoters of indigenous communication in the Dagbon Kingdom in Ghana. The study fills a gap in research about lunsi cultural performances as indigenous communication. In ethnographic research, the study relied on personal observations, key informant interviews and focus group discussions to collect data from chiefs, elders and lunsi. A major finding of the study is that lunsi are vessels of speech, which not only transmit messages and entertain audiences but more importantly they encapsulate the Dagomba culture and strive to preserve it. The study concluded that the emergence of modern media of mass communication seems to trigger concerns about the survival of lunsi as a means of communication and transmission of culture. The study notes that the ubiquitous nature of modern mass media rather offers the lunsi a unique opportunity and a lever to strengthen cross-cultural communication and preserve the cultural patrimony of the Dagomba people.

The Electoral Commission of Ghana (EC) has successfully managed five out of the six elections since the adoption of Ghana's 1992 Republican Constitution, which gave legal status to the country's democratisation process despite some administrative lapses over the years. The 2012 presidential election, however, served as a credibility test for the EC. In this paper my main objective is to analyse critically the Ghana 2012 election petition as an expression of mistrust in, and dissatisfaction with, the EC's performance. I argue that, at least in the case of Ghana, the success of an electoral process is largely a function of the human factor, not necessarily the legal frameworks and regulations in force. Using the theory of accountability, I analyse the role of temporary election officers in eroding public confidence in electoral processes. I also draw attention to some implications of Ghana's Supreme Court judgment on election administration in future. My recommendations include punishment for officers whose negligence causes avoidable political tensions, to demonstrate the state's determination to demand accountability from election officers on behalf of citizens. To support this argument, my study uses thematic content analysis of the petitioners' court affidavit, the court's judgment and legal opinions proffered through media outlets.

Mobile payment systems have created a lot of opportunities for both businesses and consumers to easily transact business. Due to the portable and interactive nature of mobile devices, mobile payment systems have aided most consumers in their daily business activities. In spite of their numerous benefits, mobile payment systems can create problems for consumers, and one such problem is impulse buying. Consumers usually make unplanned purchases spontaneously and intuitively after being exposed to exciting cues like price promotions, limited offers, and attractive product appearances; mobile payment systems facilitate these purchases. In the light of this, the current study synthesizes some scholarly works on mobile payment systems and impulse buying. The paper contributes to the growing body of literature on the dark side of financial technologies.

The study examines the relationship between work-life balance and Productivity among Employee in Medium Organizations in Ghana. The study adopts a quantitative research method. The data of 240 Employee respondents were analyzed using different statistical techniques such as reliability survey, descriptive of variable analysis, correlation analysis using the Statistical Package for Social Science (SPSS). The correlation results indicated that work-life balance is positively correlated with Productivity. also, for effective Productivity to be enhanced, the level of motivation needs to be improved.