All Outputs (142)

Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot (2021)
Journal Article
Abdulquadri, A., Mogaji, E., Kieu, T. A., & Nguyen, N. P. (2021). Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot. Journal of Enterprising Communities: People and Places in the Global Economy, 15(2), 258-281. https://doi.org/10.1108/jec-06-2020-0126

Purpose Recognising the high numbers of unbanked and financially excluded adults in Nigeria, this study aims to position chatbot as a digital transformation tool to radically change business model, improve customer experience and enhance financial i... Read More about Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot.

Brand Management: An Introduction through Storytelling (2021)
Book
Mogaji, E. (2021). Brand Management: An Introduction through Storytelling. Springer. https://doi.org/10.1007/978-3-030-66119-9

An accessible text for branding beginners that avoids technical jargon Includes coverage of cutting edge issues and hot topics such as brand ethics, social media, brand love and brand hate Equips students with the main concepts and theories to... Read More about Brand Management: An Introduction through Storytelling.

Ethical Branding (2021)
Book Chapter
Mogaji, E. (2021). Ethical Branding. In Brand Management (21-42). Springer. https://doi.org/10.1007/978-3-030-66119-9_2

Doing business the right way is important but often the question is: What is right? Ethics is not something that should be left and just considered as an afterthought. Ethical actions should be integral, inherent and intentional. It should be fully i... Read More about Ethical Branding.

Brand Positioning (2021)
Book Chapter
Mogaji, E. (2021). Brand Positioning. In Brand Management (63-84). (1). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-66119-9_4

The perception of a brand is in the minds of the consumers. This perception may make them associate innovation with a brand, and likewise, they could associate poor service with a brand. Brands will have to keep their standards and improve on innovat... Read More about Brand Positioning.

Brand Mergers and Acquisitions (2021)
Book Chapter
Mogaji, E. (2021). Brand Mergers and Acquisitions. In Brand Management (207-224). Springer. https://doi.org/10.1007/978-3-030-66119-9_10

To grow the brand, beat the competition and gain more market share, brands may decide to acquire or merge with a competitor brand. In some cases as well, when a brand is no longer profitable, they may be acquired by a bigger and more established bran... Read More about Brand Mergers and Acquisitions.

Brand Identity (2021)
Book Chapter
Mogaji, E. (2021). Brand Identity. In Brand Management (85-122). Springer. https://doi.org/10.1007/978-3-030-66119-9_5

Brand identity is one of the most exciting components of brand management, and it presents physical elements that consumers can recognise as they engage with a brand. This component moves beyond the brand philosophy, values and positioning, which can... Read More about Brand Identity.

Brand in the Digital Era (2021)
Book Chapter
Mogaji, E. (2021). Brand in the Digital Era. In Brand Management (145-158). Springer. https://doi.org/10.1007/978-3-030-66119-9_7

Digital channels and assets are becoming an integral part of business practices and brands need to use them effectively to communicate and position their brands. Being digital requires being open to re-examining your entire way of doing business. It... Read More about Brand in the Digital Era.

Brand Integration (2021)
Book Chapter
Mogaji, E. (2021). Brand Integration. In Brand Management (123-144). Springer. https://doi.org/10.1007/978-3-030-66119-9_6

Having a brand identity is not enough. The beautiful logo is not the end of brand management. Brands need to make sure that their brands are well integrated and seen by the target audience. This chapter explores brand integration, which is a continuo... Read More about Brand Integration.

Brand Equity (2021)
Book Chapter
Mogaji, E. (2021). Brand Equity. In Brand Management (159-180). Springer International Publishing. https://doi.org/10.1007/978-3-030-66119-9_8

Brands need to be built and managed to ensure their long-term sustainability. There are ongoing activities to innovate, build trust in the brand, integrate identities and effectively communicate with stakeholders. This built-up brand becomes valuable... Read More about Brand Equity.

Introduction to Brand Management (2021)
Book Chapter
Mogaji, E. (2021). Introduction to Brand Management. In Brand Management (1-20). Springer International Publishing. https://doi.org/10.1007/978-3-030-66119-9_1

Brand management is multifaceted, complicated and complex, but it is important to start with the basics. Brands exist in the subconscious of everyone who uses or experiences them: employees, investors, the media and, perhaps most importantly, users.... Read More about Introduction to Brand Management.

Contemporary Issues in Brand Management (2021)
Book Chapter
Mogaji, E. (2021). Contemporary Issues in Brand Management. In Brand Management. Springer. https://doi.org/10.1007/978-3-030-66119-9_12

Brand Philosophy (2021)
Book Chapter
Mogaji, E. (2021). Brand Philosophy. In Brand Management (43-61). (1). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-66119-9_3

Financial well-being of sportswomen (2021)
Journal Article
Mogaji, E., Badejo, F. A., Charles, S., & Millisits, J. (2021). Financial well-being of sportswomen. International Journal of Sport Policy and Politics, 13(2), 299-319. https://doi.org/10.1080/19406940.2021.1903530

Despite efforts to increase female participation and representation in sport, there has been little scholarly focus on sportswomen’s financial wel–being. The purpose of this study is to address this gap in the literature and to contribute to broadeni... Read More about Financial well-being of sportswomen.

Marketing bank services to financially vulnerable customers: evidence from an emerging economy (2021)
Journal Article
Mogaji, E., Adeola, O., Ebo Hinson, R., Phong Nguyen, N., Nwoba, A. C., & Soetan, T. O. (2021). Marketing bank services to financially vulnerable customers: evidence from an emerging economy. International Journal of Bank Marketing, 39(3), 402-428. https://doi.org/10.1108/ijbm-07-2020-0379

Purpose This study aims to explore how banks in Nigeria are marketing financial services to financially vulnerable customers. Design/methodology/approach A multiple case study research strategy was used to analyse three commercial banks and two... Read More about Marketing bank services to financially vulnerable customers: evidence from an emerging economy.

Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter (2021)
Book Chapter
Mogaji, E., Watat, J. K., Olaleye, S. A., & Ukpabi, D. (2021). Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter. In Strategic Corporate Communication in the Digital Age (89-114). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80071-264-520211006

Like many other organizations, universities are using social media to engage with their stakeholders as they have varying interests and commitments. This chapter focuses on strategic communication and stakeholder engagement by UK universities on Twit... Read More about Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter.

Enhancing Transportation Service Experience in Developing Countries: A Post Pandemic Perspective (2021)
Book Chapter
Mogaji, E., Adekunle, I. A., & Nguyen, N. P. (2021). Enhancing Transportation Service Experience in Developing Countries: A Post Pandemic Perspective. In The Future of Service Post-COVID-19 Pandemic, Volume 1 (177-199). (1). Springer. https://doi.org/10.1007/978-981-33-4126-5_9

The impact of COVID-19 on human activities has been immense, and the consequences are still unfolding. The arrival of COVID-19 has changed the provision and delivery of transportation services. This chapter specifically focuses on the anticipated pos... Read More about Enhancing Transportation Service Experience in Developing Countries: A Post Pandemic Perspective.

Corporate social responsibility for women's empowerment: a study on Nigerian banks (2021)
Journal Article
Mogaji, E., Hinson, R. E., Nwoba, A. C., & Nguyen, N. P. (2021). Corporate social responsibility for women's empowerment: a study on Nigerian banks. International Journal of Bank Marketing, 39(4), 516-540. https://doi.org/10.1108/ijbm-04-2020-0195

Purpose Drawing on stakeholder theory, the purpose of this paper examines how Nigerian banks employ their corporate social responsibility (CSR) initiatives to empower women to participate in economic and commercial activities. Design/methodology/... Read More about Corporate social responsibility for women's empowerment: a study on Nigerian banks.

The Influence of Social Vision, Social Networks, and Financial Return on Social SME Sustainability (2020)
Book Chapter
Adewale Olaleye, S., Mogaji, E., Kuika Watat, J., & Ukpabi, D. (2020). The Influence of Social Vision, Social Networks, and Financial Return on Social SME Sustainability. In The Changing Role of SMEs in Global Business (133-153). Springer. https://doi.org/10.1007/978-3-030-45835-5_7

Social entrepreneurship is one of the catalysts of poverty reduction and sustainable development, but its impact in developing countries is not rapid in comparison to traditional entrepreneurship. The idea is to explain the phenomenon from an entrepr... Read More about The Influence of Social Vision, Social Networks, and Financial Return on Social SME Sustainability.

Can we brand a pandemic? Should we? The case for corona virus, COVID‐19 or SARS‐CoV‐2 (2020)
Journal Article
Mogaji, E., & Phong Nguyen, N. (2021). Can we brand a pandemic? Should we? The case for corona virus, COVID‐19 or SARS‐CoV‐2. Journal of Public Affairs, 21(2), 1-6. https://doi.org/10.1002/pa.2546

Correction to: Factors Influencing Students’ Choice of a Federal University: A Case Study of a Nigerian Federal University (2020)
Book Chapter
Adeyanju, S., Mogaji, E., Olusola, J. A., & Oyinlola, M. A. (2020). Correction to: Factors Influencing Students’ Choice of a Federal University: A Case Study of a Nigerian Federal University. . Springer. https://doi.org/10.1007/978-3-030-39379-3_16