All Outputs (180)

Academic Staff Using University Website Profile Page for Academic Digital Branding (2021)
Book Chapter
Mogaji, E. (2021). Academic Staff Using University Website Profile Page for Academic Digital Branding. In Improving University Reputation Through Academic Digital Branding (30-46). IGI Global. https://doi.org/10.4018/978-1-7998-4930-8.ch003

The growing interest in the internet and other digital technologies transforming the practice of education has led to the emergence of novel uses of new media for engaging with stakeholders. This study explored the web profile academic staff in Niger... Read More about Academic Staff Using University Website Profile Page for Academic Digital Branding.

Five steps for Nigeria’s athletes to build personal brands (2021)
Digital Artefact
Mogaji, E. (2021). Five steps for Nigeria’s athletes to build personal brands. [Blog Style Article]

Emerging-market consumers’ interactions with banking chatbots (2021)
Journal Article
Mogaji, E., Balakrishnan, J., Nwoba, A. C., & Nguyen, N. P. (2021). Emerging-market consumers’ interactions with banking chatbots. Telematics and Informatics, 65, 101711. https://doi.org/10.1016/j.tele.2021.101711

Chatbot development and adoption is a growing challenge in emerging markets, which are characterised by a young population structure, low-level internet penetration and a high degree of institutional adversity. The purpose of this study is to explore... Read More about Emerging-market consumers’ interactions with banking chatbots.

Africa Is Not a Country: Rebranding and Repositioning Africa as a Continent (2021)
Book Chapter
Mogaji, E. (2021). Africa Is Not a Country: Rebranding and Repositioning Africa as a Continent. In Marketing Brands in Africa (237-259). Springer International Publishing. https://doi.org/10.1007/978-3-030-77204-8_11

Disclaimers in Real Estate Print Advertisements (2021)
Book Chapter
Mogaji, E. (2021). Disclaimers in Real Estate Print Advertisements. In Advances in Advertising Research (Vol. XI) (91-103). Springer. https://doi.org/10.1007/978-3-658-32201-4_7

Buying a home is considered a major financial decision and one of the most expensive purchases an individual can ever make. Making an informed choice is, therefore, considered vitally important. While acknowledging the complex and multi-faceted due d... Read More about Disclaimers in Real Estate Print Advertisements.

Green Marketing: An Introduction (2021)
Book Chapter
Mukonza, C., Hinson, R. E., Adeola, O., Adisa, I., Mogaji, E., & Kirgiz, A. C. (2021). Green Marketing: An Introduction. In Green Marketing in Emerging Markets (3-14). Springer International Publishing. https://doi.org/10.1007/978-3-030-74065-8_1

Green Marketing in Emerging Markets (2021)
Book
(2021). C. Mukonza, R. E. Hinson, O. Adeola, I. Adisa, E. Mogaji, & A. C. Kirgiz (Eds.), Green Marketing in Emerging Markets. Springer International Publishing. https://doi.org/10.1007/978-3-030-74065-8

Reveals what the developments in green marketing mean for businesses operating in emerging economies

Sheds light on green marketing as an integrated and strategic process

Provides a conceptual and empirical overview of the topic of Green Market... Read More about Green Marketing in Emerging Markets.

Transportation satisfaction of disabled passengers: Evidence from a developing country (2021)
Journal Article
Mogaji, E., & Nguyen, N. P. (2021). Transportation satisfaction of disabled passengers: Evidence from a developing country. Transportation Research Part D: Transport and Environment, 98, Article 102982. https://doi.org/10.1016/j.trd.2021.102982

Stakeholders shaping experiences of self-funded international PhD students in UK business schools (2021)
Journal Article
Mogaji, E., Adamu, N., & Phong Nguyen, N. (2021). Stakeholders shaping experiences of self-funded international PhD students in UK business schools. International Journal of Management Education, 19(3), Article 100543. https://doi.org/10.1016/j.ijme.2021.100543

Marketing the COVID-19 vaccine and the implications for public health (2021)
Journal Article
Mogaji, E. (2021). Marketing the COVID-19 vaccine and the implications for public health. Vaccine, 39(34), 4766-4768. https://doi.org/10.1016/j.vaccine.2021.07.015

Financial services experience and consumption in Nigeria (2021)
Journal Article
Soetan, T. O., Mogaji, E., & Nguyen, N. P. (2021). Financial services experience and consumption in Nigeria. Journal of Services Marketing, 35(7), 947-961. https://doi.org/10.1108/jsm-07-2020-0280

Purpose
To understand the financial services experience and consumption in Nigeria from the perspectives of both the customers and managers. This study aims to explore this under-researched area and contribute towards a transformative financial serv... Read More about Financial services experience and consumption in Nigeria.

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.

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.

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 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.

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 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.