Faculty Publications

Odoom, R., & Mensah, P. (2019). Brand orientation and brand performance in SMEs: The moderating effects of social media and innovation capabilities. Management Research Review, 42(1), 155-171.

Odoom, R., Mensah, P., & Asamoah, G. (2017). Branding efforts and SME performance–an empirical investigation of variations across firm sizes and business sectors. Journal of Research in Marketing and Entrepreneurship, 19(1), 59-76.

Odoom, R., Narteh, B., & Boateng, R. (2017). Branding in small-and medium-sized enterprises (SMEs) Current issues and research avenues. Qualitative Market Research: An International Journal, 20(1), 68-89.

Odoom, R. Kosiba, J.P., Djamgbah, C., & Narh, L. (2019). Brand avoidance: underlying protocols and a practical scale. Journal of Product and Brand Management, 28(5), 586-597.

Anning-Dorson, T., Nyamekye, M. B., & Odoom, R. (2017). Effects of regulations and competition on the innovativeness-performance relationship: Evidence from the financial services industry. International Journal of Bank Marketing, 35(6), 925-943.

Odoom, R., Narteh, B., & Rand, J. (2017). Branding and outcomes in small and medium-sized enterprises (SMEs): a resource–capability approach. Journal of Small Business & Entrepreneurship, 29(3), 175-192.

Hinson, R., Kosiba, J.P., Boateng, H., Odoom, R., & Gyampo, R.E. (2019). Dialogic features of brand South Africa's Website and tourists' intentions to visit. European Business Review, 31(5), 569-584.

Narteh, B., Odoom, R., Braimah, M., & Buame, S. (2012). Key drivers of automobile brand choice in sub-Saharan Africa: the case of Ghana. Journal of Product & Brand Management, 21(7), 516-528.

Odoom, R., Boateng, H., & Asante, B. O. (2017). An empirical investigation of perceived relational benefits and brand engagement in restaurant services. International Journal of Contemporary Hospitality Management, 29(11), 2767-2784.

Odoom, R., Anning-Dorson, T., & Acheampong, G. (2017). Antecedents of social media usage and performance benefits in small-and medium-sized enterprises (SMEs). Journal of Enterprise Information Management, 30(3), 383-399.

Odoom, P.T., Narteh, B., & Odoom, R. (2019). Healthcare Branding: insights from Africa into Health Service Customers’ Repeat Patronage Intentions. International Journal of Healthcare Management, xx(xx), 1-13

Narteh, B., & Odoom, R. (2015). Does internal marketing influence employee loyalty? Evidence from the Ghanaian banking industry. Services Marketing Quarterly, 36(2), 112-135.

Acheampong, G., Odoom, R., Anning-Dorson, T., & Anim, P. A. (2018). Resource access mechanisms in networks and SME survival in Ghana. Journal of Enterprising Communities: People and Places in the Global Economy, 12(5), 611-631.

Odoom, R., Agbemabiese, G. C., Anning-Dorson, T., & Mensah, P. (2017). Branding capabilities and SME performance in an emerging market: The moderating effect of brand regulations. Marketing Intelligence & Planning, 35(4), 473-487.

Odoom, R., Agbemabiese G.C., & Hinson, R.E. (2020). Service recovery satisfaction in offline and online experiences. Marketing Intelligence and Planning, 38(1), 1-14.

Odoom, R. (2016). Brand-building efforts in high and low performing small and medium-sized enterprises (SMEs). Journal of Small Business and Enterprise Development, 23(4), 1229-1246.

Tweneboah-Kodua, E.Y., Nkukpornu A., & Odoom, R. (2018). Using the Health Belief Model in Social Marketing for Cholera Prevention. International Journal of Behavioural and Healthcare Research, 6(3-4), 183-199

Woldie A., Hinson, R., Iddrisu, H. and Boateng, R. (2008). Internet Banking: An Initial Look at Ghanaian Bank Consumer Perceptions, Bank and Bank Systems, 3(2), 35-46.

Boateng, R. Molla, A., Heeks, R. and Hinson, R. (2011). Advancing E-commerce Beyond Readiness in a Developing Economy: Experiences of Ghanaian Firms, Journal of Electronic Commerce in Organizations, 9(1) 1-16. [ERA (Excellence in Research Assessment for Australia), ACPHIS Rank B]

Boateng, R., Isabalija, R.S. and Indome, R. (2010). Women Entrepreneurship in ICT Sector: A Case Study of Ghana, International Journal of Business Research, 10(5), 56-69.

Pages