African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009

AJMM Articles in press

Social Media Celebrities and Materialism Influence on Compulsive Buying Behaviors

Article in Press

This study investigated the relationship between a consumer's celebrity worshiping and their values orientation for materialism and its role in shaping their tendency toward compulsive buying. The study sample of 336 consumers from different cities in Saudi Arabia was analyzed. Despite the significant research on the impact of social media on people's lives, little is known about the extent to which social media impacts...

Author(s):Badrea Saleh Al Oraini

An assessment of potential equity investors and stock marketing Strategies in Ethiopia: An empirical study

Article in Press

Though several studies have been undertaken by different individuals and institutions so as to assess the rationale behind establishing stock exchange market in Ethiopia, no one has examined how corporations should finance their assets in the absence of efficient capital markets. Thus, the objective of the study was to assess potential equity investors and thereby develop marketing strategies for share companies equity...

Author(s):Dakito Alemu Kesto

Students’ Perception of Online Learning Quality and Preference of the Online Learning Service in Ghana: The Flow Experience

Article in Press

As managers of tertiary education face with the reality of making online learning a matter of course because of the Covid-19 pandemic and lessons thereof, students’ flow experience and perception of quality become important inputs in the online model. Therefore, the purpose of this study is to investigates the state of tertiary students’ flow experience in the teaching and learning environment, and how that affect their...

Author(s):Solomon Abekah Keelson and Michael Mensah


Article in Press

As one of the leading world producers of cassava, the need to add value to its primary products cannot be over emphasized. The general objective of the study is to analyse the value chain of cassava in Oyo State. A multistage random sampling technique was used to select forty (40) respondents from each of the six (6) major value chain actors (input suppliers, farmers, processors, marketers, transporters and end users)....

Author(s):Olagunju Funke Iyabo, Olugbenga Christopher Ologbon, Sodipe Solaja, Thardeus Kolawol Awoyinka

Young Consumers’ Attitudes to SMS Advertising in an emerging economy. The case of Botswana

Article in Press

The purpose of this paper is to empirically examine the phenomenon of young consumers’ motives. A descriptive research approach was applied on a convenience sample of 243 (97.2 % response rate) young consumers aged 18-35 years to measure their acceptance of SMS advertising, intention to receive SMS advertisement and responses to SMS advertisements. Findings revealed that young consumer’s uses and gratification are...

Author(s):University of Botswana

Determinants of Market Access for Members of Improved Potato Seed producers’ cooperatives in Jeldu District, West Showa Zone, Oromia Regional State, Ethiopia

Article in Press

This study examined the determinants of market access for members of improved potato seed producers’ cooperative in Jeldu District. The specific objectives of the study are to assess the marketing channels of the potato seed, to analyze the factors that affect members to market access,, and to identify the market problems potato seed of the sample farmers. Purposive sampling technique was used to select Jeldu district...

Author(s):Tolossa Fufa Gulema


Article in Press

Despite the great quantity of studies on determinants of export performance in Ethiopia, however, little is known about the relationship between Firm Characteristics, management attitudes and export marketing strategies verses export performance. Thus, the aim of this research study is to determine the relationship between export marketing strategies on export performances based on the selected exporting firms in Ethiopia....

Author(s):Adugna Tuji Arfassa

Effects of internal marketing on employees’ customer orientation in Ethiopian airlines

Article in Press

Internal marketing is taking employees as the most invaluable asset of an organization and treating them as internal customers because this result in gaining competitive advantage by organization respected. This research paper was conducted to examine the effect of internal marketing on customer orientation in Ethiopian Airlines. The target population of the study was employees of Ethiopian Airlines assigned in the area...

Author(s):Yibeltal Nigussie and Yanet Mulugeta Hiruy


Article in Press

In developing countries like Ethiopia, Microfinance institutions are playing an essential role in poverty reduction; to allow the provision of micro-credit, savings, and other services to the poor who are excluded by the commercial banks for collateral and other reasons. However, there is a loan repayment problem, which discourages rural finance organizations from promoting and extending credit. Therefore, this study...

Author(s):Mikir Melese Milkessa Asfaw

Employee perspectives on the extent to which green marketing has been embraced in the construction industry in Zimbabwe

Article in Press

The objectives of this research were to examine the awareness of employees about green marketing, the initiatives taken by contractors and the challenges encountered in implementing the concept in the construction industry in Zimbabwe. While there is a large body of literature on green marketing from many countries, the extent to which the concept has been embraced in the construction industry in Zimbabwe is somehow...

Author(s):George Hove and Rathaha Thomas


Article in Press

To explain the determinants that influence consumer complaint behaviour, Ajzen’s theory of Planned Behaviour (TPB) provides the conceptual research framework. The appropriateness of the theory is tested on the three different ethnic groups in Malaysia – Malay, Chinese and Indian. The findings show that the TPB presents a reliable model in predicting the complaint behaviour, as the results show an acceptable goodness of...

Author(s):Wenjie Zhao, Md. Nor Othman, Ping Chen and Yufang Ding

Impact of brand elements on brand equity: An applied study on Jordanian Corporations

Article in Press

This study investigated the impact of brand elements on creating brand equity of Jordanian corporations. Despite the significant development in branding globally and its role in increasing the equity of the companies, a quick preview of previous research indicates that there are still some gaps in research related to brand elements and its impact on creating brand equity and branding in general and especially in the...

Author(s):Muhammad S. Alnsour and Muath Labib Subbah

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