African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 158

Table of Content: February 2012; 4(2)

February 2012

Investigating factors affecting festival quality: A case study of Neimen Song Jiang Jhen Battle Array, Taiwan

  Neimen Song-Jiang Jhen Battle Array is one of the largest-scale folk cultural festivals held annually in Taiwan during March. While the number of visitors to the Neimen Song-Jiang Jhen Battle Array festival has increased steadily, how to promote high quality standards for all aspects of the festival is the top priority for the regional destination marketing/management organizations. The purpose of...

Author(s): Wen-Chiang Chen, Cheng-Fei Lee and Ling-Zhong Lin

February 2012

Network structure and network effects and consumer interaction in mobile telecommunications among students

  This study estimates the importance of network effects and the impact of a consumer’s social network on her choice of mobile phone provider. The study uses network data obtained from surveys of students in four different classes in the Kurdistan University and Azad University of Sanandaj, Iran. We use the quadratic assignment procedure (QAP), a non-parametric arrangement test to adjust the particular...

Author(s): Fakhraddin Maroofi

February 2012

The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana

  The purpose of this study is to have a clear understanding of how sponsorship contributes positively to marketing communications performance. The methodology is based on social survey technique, which examines opinions, behaviors, and perceptions by asking people questions. Questionnaires were used to collect quantitative data to ensure a structured approach. An increase in brand awareness, brand preferences,...

Author(s): George K. Amoako, Kwasi Dartey-Baah , Robert K. Dzogbenuku and Samuel Kwesie Junior