Faculty Profile

Raphael

Odoom

Title: 

Dr

Role/Position: 

Senior Lecturer

Office Location: 

RT 8

Email: 

rodoom@ug.edu.gh

Google Scholar

Biography: 

Raphael Odoom is a Senior Lecturer in the Department of Marketing and Entrepreneurship, University of Ghana Business School. His PhD focused on Branding in small and medium-sized enterprises (SMEs). Dr. Odoom consults for, and researches into branding, integrated marketing communications, electronic business, digital & social media marketing and general consumer and firm level studies. His research works have been published in internationally peer-reviewed journals such as Journal of Product and Brand Management, International Journal of Contemporary Hospitality Management, Journal of Enterprise Information Management, Marketing Intelligence and Planning, Journal of Small Business and Enterprise Development, Qualitative Market Research: An International Journal, Services Marketing Quarterly, International Journal of Bank Marketing, Journal of Research in Marketing and Entrepreneurship, among others. Dr. Odoom serves as a reviewer for the Journal of Small Business & Entrepreneurship, Journal of Product & Brand Management, Marketing Intelligence & Planning, among others. He is a Christian, and an avid football and music enthusiast. Besides working at the University of Ghana, Raphael is also a fellow of University of Copenhagen in Denmark as well as a Research Fellow at the University of Johannesburg, South Africa.

Horizontal Tabs

Research

Research : 

Consumer-Brand relationships

Electronic/Digital Marketing

Small Business Management & Performance etc.

Teaching

Teaching: 

UNDERGRADUATE

MKTG 303: Introduction to Electronic Business

MKTG 404 - International Marketing

 

POSTGRADUATE & EXECUTIVE EDUCATION

MKTG 606: International Marketing

MKTG 614: Advanced Marketing Management

EENT 610: Seminar I

MAMS 657: Internet Business and Electronic Marketing

IBUS 604: Global Strategic Management

IBUS 606: Technology & Innovation in International Business

 

Journal Publications

Journal Publications: 

Odoom, P.T., Narteh, B., & Odoom, R. (2021). Healthcare Branding: insights from Africa into Health Service Customers’ Repeat Patronage Intentions. International Journal of Healthcare Management, 14(3), 663-675

Anim-Yeboah, S., Boateng, R., Odoom, R., & Kolog, E.A. (2020). Digital Transformation Process and the Capability and Capacity Implications for Small and Medium Enterprises. International Journal of E-Entrepreneurship and Innovation (IJEEI), 10(2), 26-44.

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.

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.

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.

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.

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

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., 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.

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., 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.

Anning-Dorson, T., Odoom, R. K., Acheampong, G., & Tweneboah-Koduah, E. (2017). Innovation and organizational development: the role of organizational leadership. African Journal of Economic and Management Studies, 8(3), 338-351.

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., 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, 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.

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. (2016). Brand marketing programs and consumer loyalty–evidence from mobile phone users in an emerging market. Journal of Product & Brand Management, 25(7), 651-662.

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.

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

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.

Book Chapter

Book Chapter - Edited Books: 

Odoom, R., & Agyeman, D.O. (2020). Branding for Small and Medium Sized Healthcare Institutions. In R. Hinson, K. Osei-Frimpong, O. Adeola, & L. Aziato (Eds), Health Service Marketing Management in Africa (pp. 135-148). Routledge, Productivity Press, New York.

Odoom, R., & Agyeman, D.O. (2020). Technology and Social Media in Healthcare Delivery. In R. Hinson, K. Osei-Frimpong, O. Adeola, & L. Aziato (Eds), Health Service Marketing Management in Africa (pp. 267-279). Routledge, Productivity Press, New York.

Narteh, B, Odoom, R and Quansah, M. I., (2015), Service quality and customer satisfaction in campus restaurants in Ghana, In Hinson Robert, Mensah Kobby and Buame Samuel (Eds), Developing Country Perspective of Marketing and Entrepreneurship: Perspectives from Ghana, University of Ghana Reader pp. 19-42

Conference Proceedings

Conference Proceedings: 

1. Odoom R., & Tweneboah-Koduah E.Y. (2019). Service Brand Orientation and Firm Performance: The Moderating Effects of Relationship Marketing Orientation and Customer Orientation. In: Rossi P., Krey N. (eds) Finding New Ways to Engage and Satisfy Global Customers. AMSWMC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science World Congress. Springer, Cham.

2. Odoom, R. (2017). Brand Orientation and Brand Performance in SMEs: The Complementary Effects of Social Media and Innovation Capabilities. Proceedings of IIM-Indore NASMEI Summer Marketing Conference, July 27-29, 2017. Indian Institute of Management Indore, India.

3. Narteh, B, Odoom, R., & Quansah, M. I., (2013). Service quality and customer satisfaction in campus restaurants in Ghana. Proceedings of the 14th International Academy of African Business and Development (IAABD) conference held at GIMPA, Accra from 14th -18th May, 2013, under the theme “Integrating African Markets and Economies in a Changing Global Economy”, pp. 484-494.

Seminars & Conferences

Seminars & Conferences: 

Academy of Marketing Science World Congress, July 9-12, 2019. University of Edinburgh, Scotland

Academy of Marketing Science World Congress, June 27-29, 2018. Universidade Lusiada-Norte, Porto, Portugal

Maiden UG Doctoral Students Research Conference held at the Graduate Building, University of Ghana Business School, Accra from 5th – 6th November 2015, under the auspices of Building Stronger Universities (BSU) in Developing Countries, Accra

3rd UGBS conference held at the University of Ghana Business School Graduate Building, from August 5th - 7th, 2015 under the theme; “Business in the Post-2015 Sustainable Development Agenda”, Accra.

SUNBELT XXXIII, International Network for Social Network Analysis (INSNA) Annual Conference, University of Hamburg, May 21-26, 2013. Hamburg, Germany.

Other

Awards & Honours: 

BHJCR Best Lecturer for 2018, awarded by Executives of the Junior Common Room

Affiliations: 

Special Issue Guest Editor, International Journal of E-Entrepreneurship and Innovation (2020)

Member, Academy of Marketing Science

Member, Global Brand Conference Review Board

Reviewer - Journal of Product and Brand Management (Ad hoc)

Reviewer - Marketing Intelligence and Planning (Ad hoc)

Reviewer - Journal of Brand Management (Ad hoc)

Reviewer - Qualitative Market Research: An International Journal (Ad hoc)

Reviewer - Journal of Small Business and Entrepreneurship (Ad hoc)

History

Member for

6 years 1 month