All Outputs (184)

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.

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.

Brand Architecture (2021)
Book Chapter
Mogaji, E. (2021). Brand Architecture. In Brand Management (225-239). Springer International Publishing. https://doi.org/10.1007/978-3-030-66119-9_11

Brand extension, mergers and acquisitions extend the product line of a brand. There are many brands now operating under a big brand umbrella. It is now essential for the brand manager to arrange new brands and structure them for effective administrat... Read More about Brand Architecture.

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 Extension (2021)
Book Chapter
Mogaji, E. (2021). Brand Extension. In Brand Management (181-205). Springer. https://doi.org/10.1007/978-3-030-66119-9_9

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

To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand (2020)
Journal Article
Mogaji, E., Badejo, F. A., Charles, S., & Millisits, J. (2022). To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand. European Sport Management Quarterly, 22(3), 379-397. https://doi.org/10.1080/16184742.2020.1791209

Research question: There are growing concerns about the commercial viability of sportswomen as they are seldom featured as brand ambassadors. There are challenges for sportswomen in building and making their brands appealing to advertisers and market... Read More about To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand.

Why I Will Not Use You for My Campaign: The Relationship Between Brand Managers and Sportswomen: An Abstract (2020)
Book Chapter
Mogaji, E., Badejo, F. A., Charles, S., & Millisits, J. (2020). Why I Will Not Use You for My Campaign: The Relationship Between Brand Managers and Sportswomen: An Abstract. In Marketing Opportunities and Challenges in a Changing Global Marketplace (249-250). Springer International Publishing. https://doi.org/10.1007/978-3-030-39165-2_104

Brands choose to sponsor a sportsperson as a way to reach out to their consumers. Sports personalities are considered as vehicles for advertisements or product endorsements, and athletes who carry symbolic messages can attract companies seeking effec... Read More about Why I Will Not Use You for My Campaign: The Relationship Between Brand Managers and Sportswomen: An Abstract.

Minding the Gap: An Assessment of the Quality of Course Information Available on the Websites of African Universities (2020)
Book Chapter
Mogaji, E., Anyogu, A., & Wayne, T. (2020). Minding the Gap: An Assessment of the Quality of Course Information Available on the Websites of African Universities. . Springer. https://doi.org/10.1007/978-3-030-39379-3_11

Given Universities’ websites have been considered a vital source of information for prospective students, this study explores the quality and quantity of information about undergraduate programs available in African Universities. The study adopts the... Read More about Minding the Gap: An Assessment of the Quality of Course Information Available on the Websites of African Universities.

Exploring Factors Influencing Student Choice in Africa: Introduction to Edited Collection (2020)
Book Chapter
Mogaji, E., Maringe, F., & Ebo Hinson, R. (2020). Exploring Factors Influencing Student Choice in Africa: Introduction to Edited Collection. In Higher Education Marketing in Africa (3-13). Springer. https://doi.org/10.1007/978-3-030-39379-3_1

Understanding this student choice is essential for the marketing strategies of the universities. This process has been extensively researched in literature. This plethora of knowledge, however, has focused on developed countries, leaving a gap in our... Read More about Exploring Factors Influencing Student Choice in Africa: Introduction to Edited Collection.