Papers by Eunice Abimbola Adegbola
European Scientific Journal, 2018
This paper examines the nature and influence of the relationship between the bank’s strategic mar... more This paper examines the nature and influence of the relationship between the bank’s strategic marketing practices and its service and seeks to determine the importance of strategic marketing practices in explaining the environmental perception of customers oriented service delivery. The study location was at the five selected Deposit Money Banks in Lagos State, Nigeria. A descriptive research design employing a stratified and convenience sampling techniques selected 74% of the bank staff which were contacted using questionnaires. The data collected were analyzed using the SPSS software version 19.0. Correlation analysis was conducted to establish the nature of the relationship between the bank’s strategic marketing practices and it customers oriented service delivery while regression analysis used to explain its influence on customers oriented service delivery. The finding showed that positive relationship exists between strategic marketing practices and customers oriented service d...
Journal of Business Ethics, 2013
Unlike previous studies that examine the direct effect of employees' perceived corporate social r... more Unlike previous studies that examine the direct effect of employees' perceived corporate social responsibility (CSR) on affective organizational commitment (AOC), this article examines a mediated link through organizational trust and organizational identification. Social exchange and social identity theory provide the foundation for predictions that the primary outcomes of CSR initiatives are organizational trust and organizational identification, which in turn affect AOC. The test of the research model relies on data collected from 378 employees of local and multinational companies in South Asia, as well as structural equation modeling to test the postulated relationships. Both organizational trust and organizational identification fully mediate the CSR-AOC link. However, the identification mechanism is significantly stronger than the trust mechanism in terms of building AOC from CSR. Out of four CSR components, CSR toward employees is the strongest predictor of employees' trust, identification, and AOC, followed by CSR toward community, whereas CSR toward the environment has no effect. Finally, CSR toward community and employees are more associated with social exchange, whereas CSR toward consumers relates more to the social identity process.
Tenth Pan-Commonwealth Forum on Open Learning, Sep 1, 2022
Journal of Strategic Marketing, 2018
Although practitioners-based survey indicated that trust in businesses and other societal institu... more Although practitioners-based survey indicated that trust in businesses and other societal institutions wane simultaneously whilst academic literatures support the view that externally sanctioned beliefs drive consumers' trust in specific firms, the relationship between broad-level generalized kind of trust and trust in specific firms is an understanding that is yet to be empirically investigated. This paper examined the relationship between generalized trust and particularized trust as well as the mediating role of experiential value in that relationship. Data generated from 268 informants through a snowball sampling procedure indicates that generalized trust is directly related to components of particularized trust whilst components of utilitarian and hedonic value mediate the relationships between generalized trust and components of particularized trust. The implicit proposal is that e-retailers must look beyond the primary responsibility of enhancing profits and strengthen trust in their market offerings by taking managerial actions that not only ensure consistent delivery of valuable services but are consistent with public interests and opinions in the environment where they operate.
Management Science Letters, 2019
Celebrities are individuals who are popular in public arena because of their physical attractiven... more Celebrities are individuals who are popular in public arena because of their physical attractiveness and trustworthiness. To take advantage of these components, marketers use celebrities for product promotion to create awareness and enhance the credibility of their advertisement. However, the use of celebrities to endorse consumer products by the Nigerian telecommunication industry led to huge cost of acquiring physically attractive endorsers and lack of celebrity trust because customers perceived that the celebrities were paid to feature in the brand and not necessarily, they believed in the brand. This study, therefore, examined the effect of celebrity physical attractiveness and trustworthiness on consumer purchase intentions of selected telecommunication in Nigeria. Survey design was employed and a target population of 519 students was used in the study. Random sampling technique was adopted to select the sample size and a well-structured questionnaire was adopted for the study. The Cronbach's alpha coefficients for the constructs ranged between 0.71 and 0.85. Data were analyzed using descriptive and inferential statistics (Structural equation modeling). Findings from the study reveal that celebrity physical attractiveness had positive effect on consumer purchase intention of selected telecommunications companies in Nigeria (P=0.000<0.05; R 2 = 0.533). Celebrity trustworthiness had positive and significant effect on consumer purchase intention of selected telecommunication companies in Nigeria (P=0.000<0.05; R 2 = 0.314). The study concludes that celebrity endorsement components were jointly important in explaining the changes in the consumer purchase intentions of selected telecommunications companies in Nigeria. The study recommends that telecommunications companies should focus on the recruitment of physical attractiveness and trustworthiness whose images align with theirs for endorsement purpose.
International Journal of Education …, 2009
In this paper, an analysis of open flexible learning (OFL) as a means of enhancing Human Security... more In this paper, an analysis of open flexible learning (OFL) as a means of enhancing Human Security in Nigeria, within the context of HIV/AIDS pandemic was carried out. It is argued that open learning and distance education have the potential benefit of addressing Africa's ...
International Journal of Social Sciences and Humanities Review, 2015
The research Paper takes a look at the impact of Corporate Social Responsible on Organizational i... more The research Paper takes a look at the impact of Corporate Social Responsible on Organizational image, using Globacom Nigeria Plc as a case study. The study makes use of primary data of questionnaire analysis and spearman’s rank correlation coefficient was adopted as the case study. However, the objective of the study is to identify the role of Corporate Social Responsibility in image building and to also examine/Identify whether corporate social responsibility has an impact on the Public relations image of Globacom Nigeria Limited. More so, two hypotheses were tested using the spearman’s rank correlation coefficient and the results shows that Corporate Social Responsibility has a significant impact on image building of Globalcom and that corporate social responsibility has a significant impact on the Public relations image of Globacom Nigeria Limited. Finally, the paper recommend and concludes that management team of Globalcom Nigeria Plc should always consider the contribution tha...
European Scientific Journal, 2018
This paper examines the nature and influence of the relationship between the bank's strategic mar... more This paper examines the nature and influence of the relationship between the bank's strategic marketing practices and its service and seeks to determine the importance of strategic marketing practices in explaining the environmental perception of customers oriented service delivery. The study location was at the five selected Deposit Money Banks in Lagos State, Nigeria. A descriptive research design employing a stratified and convenience sampling techniques selected 74% of the bank staff which were contacted using questionnaires. The data collected were analyzed using the SPSS software version 19.0. Correlation analysis was conducted to establish the nature of the relationship between the bank's strategic marketing practices and it customers oriented service delivery while regression analysis used to explain its influence on customers oriented service delivery. The finding showed that positive relationship exists between strategic marketing practices and customers oriented service delivery (r=0.749; Fcal=123.859; p<0.000). The researchers recommended that commercial banks should embrace strategic marketing by being focused to adapt to changes, marketing of assets and capabilities and marketing of innovation for the growth and survival of the industry.
International Journal of Social Sciences and Humanities Reviews, 2015
The research Paper takes a look at the impact of Corporate Social Responsible on Organizational i... more The research Paper takes a look at the impact of Corporate Social Responsible on Organizational image, using Globacom Nigeria Plc as a case study. The study makes use of primary data of questionnaire analysis and spearman's rank correlation coefficient was adopted as the case study. However, the objective of the study is to identify the role of Corporate Social Responsibility in image building and to also examine/Identify whether corporate social responsibility has an impact on the Public relations image of Globacom Nigeria Limited. More so, two hypotheses were tested using the spearman's rank correlation coefficient and the results shows that Corporate Social Responsibility has a significant impact on image building of Globalcom and that corporate social responsibility has a significant impact on the Public relations image of Globacom Nigeria Limited. Finally, the paper recommend and concludes that management team of Globalcom Nigeria Plc should always consider the contribution that the company makes to the well-being of the society/communities as one of their necessary functions and that a socially responsible organization will definitely at long run have its profit increasing and operating surplus.
Management Science Letters, 2019
Celebrities are individuals who are popular in public arena because of their physical attractiven... more Celebrities are individuals who are popular in public arena because of their physical attractiveness and trustworthiness. To take advantage of these components, marketers use celebrities for product promotion to create awareness and enhance the credibility of their advertisement. However, the use of celebrities to endorse consumer products by the Nigerian telecommunication industry led to huge cost of acquiring physically attractive endorsers and lack of celebrity trust because customers perceived that the celebrities were paid to feature in the brand and not necessarily, they believed in the brand. This study, therefore, examined the effect of celebrity physical attractiveness and trustworthiness on consumer purchase intentions of selected telecommunication in Nigeria. Survey design was employed and a target population of 519 students was used in the study. Random sampling technique was adopted to select the sample size and a well-structured questionnaire was adopted for the study. The Cronbach's alpha coefficients for the constructs ranged between 0.71 and 0.85. Data were analyzed using descriptive and inferential statistics (Structural equation mod-eling). Findings from the study reveal that celebrity physical attractiveness had positive effect on consumer purchase intention of selected telecommunications companies in Nigeria (P=0.000<0.05; R 2 = 0.533). Celebrity trustworthiness had positive and significant effect on consumer purchase intention of selected telecommunication companies in Nigeria (P=0.000<0.05; R 2 = 0.314). The study concludes that celebrity endorsement components were jointly important in explaining the changes in the consumer purchase intentions of selected telecommunications companies in Nigeria. The study recommends that telecommunications companies should focus on the recruitment of physical attractiveness and trustworthiness whose images align with theirs for endorsement purpose.
Journal of Strategic Marketing, 2018
Although practitioners-based survey indicated that trust in businesses and other societal institu... more Although practitioners-based survey indicated that trust in businesses and other societal institutions wane simultaneously whilst academic literatures support the view that externally sanctioned beliefs drive consumers’ trust in specific firms, the relationship between broad level generalized kind of trust and trust in specific firms is an understanding that is yet to be empirically investigated. This paper examined the relationship between generalized trust and particularized trust as well as the mediating role of experiential value in that relationship. Data generated from 268 informants through a snowball sampling procedure indicates that generalized trust is directly related to components of particularized trust whilst components of utilitarian and hedonic value mediate the relationships between generalized trust and components of particularized trust. The implicit proposal is that e-retailers must look beyond the primary responsibility of enhancing profits and strengthen trust in their market offerings by taking managerial actions that not only ensure consistent delivery of valuable services but are consistent with public interests and opinions in the environment where they operate.
Procedia - Social and Behavioral Sciences, 2014
This research study takes a look at corporate social responsibility as a marketing strategy for o... more This research study takes a look at corporate social responsibility as a marketing strategy for organizational performance. The study makes use of both primary and secondary data and granger causality test was adopted as the estimation techniques. However, the objective of the study is to examine the impact of corporate social responsibility on marketing strategy in an organization. The primary data make use of questionnaire that was distributed to 120 staff of Zenith bank of Nigeria plc and the raw data from the questionnaire were coded to become a grouped data. With the secondary data the study makes use of a simple regression model formulated to take care of the topic of the research study and granger causality test was used to analyse the issue and the result revealed that there is causality that run from corporate social responsibility and marketing strategy. The study concludes and recommends that there exist some inherent pitfalls in CSR regarding marketing operations of corporate organizations, which tend to negate the interest of consumers. It is concluded that firms should endeavour to apply best practices of CSR in their marketing activities to protect the interest of consumers and the society.
IOSR Journal of Business and Management, 2014
The paper takes a look at the impact of total Quality Management Practice on Small and Medium Sca... more The paper takes a look at the impact of total Quality Management Practice on Small and Medium Scale Enterprises in Lagos State: a case study of Small business owners in Lagos. However, the paper makes use of primary data of questionnaire analysis and the objectives of the paper is to examine the impact of total quality management practices on Small and Medium Enterprises in Nigeria and to identify the challenges encountered by the SME in adopting successful quality management programmes within their organization. Moreover, two hypotheses were tested using the spearman's rank correlation coefficient and the result revealed that total quality management practices have a significant effect on Small and Medium Enterprises in Nigeria and challenges encountered by the SME has lead to successful total quality management programmes within their organizations. The paper concludes that Quality management is focused not only on product/service quality, but also the means to achieve it Quality management, therefore uses quality assurance and control of processes as well as products to achieve more consistent quality. Finally, the paper then recommends that Good quality management programmes should be in place in the organization to enable all the staffs to learn and undergo the process of quality management in their organization.
In this paper, an analysis of open flexible learning (OFL) as a means of enhancing Human Security... more In this paper, an analysis of open flexible learning (OFL) as a means of enhancing Human Security in Nigeria, within the context of HIV/AIDS pandemic was carried out. It is argued that open learning and distance education have the potential benefit of addressing Africa's challenges of social dislocation, poverty, conflict and marginalisation, and the achievement of the continent's human development goals. It was also argued that the integration of ICTs in this mode of delivery empowers people in developing countries thereby improving their means of livelihood, and enhancing their human security, particularly, as it addresses threats emanating from the HIV/AIDS pandemic.
In this paper, an analysis of open flexible learning (OFL) as a means of enhancing Human Security... more In this paper, an analysis of open flexible learning (OFL) as a means of enhancing Human Security in Nigeria, within the context of HIV/AIDS pandemic was carried out. It is argued that open learning and distance education have the potential benefit of addressing Africa's challenges of social dislocation, poverty, conflict and marginalisation, and the achievement of the continent's human development goals. It was also argued that the integration of ICTs in this mode of delivery empowers people in developing countries thereby improving their means of livelihood, and enhancing their human security, particularly, as it addresses threats emanating from the HIV/AIDS pandemic.
The technological advancement in recent years has thrown up some challenges in marketing in relat... more The technological advancement in recent years has thrown up some challenges in marketing in relation to corporate social responsibility of the firms. This paper provides a review of previous research work on corporate social responsibility (CSR) in respect of marketing activities of corporate organizations, and thereby identifies characteristics defining CSR as well as the challenges and implications of marketing activities of firms in relation to CSR. The study revealed that there exist some inherent pitfalls in CSR regarding marketing operations of corporate organizations, which tend to negate the interest of consumers. It is concluded that firms should endeavour to apply best practices of CSR in their marketing activities to protect interest of consumers and the society.
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Papers by Eunice Abimbola Adegbola