Outputs (17)

Financial Inclusion for Women in the Informal Economy: An SDG Agenda Post Pandemic (2021)
Book Chapter
Nguyen, N. P., & Mogaji, E. (2021). Financial Inclusion for Women in the Informal Economy: An SDG Agenda Post Pandemic. In Gendered Perspectives on Covid-19 Recovery in Africa (213-236). Springer International Publishing. https://doi.org/10.1007/978-3-030-88152-8_12

Prior to the Covid-19 pandemic, a gender divide and inequality already existed within the world’s economies; the global pandemic exacerbated this further. Many developing countries have been impacted enormously by the pandemic. Also, a sizeable porti... Read More about Financial Inclusion for Women in the Informal Economy: An SDG Agenda Post Pandemic.

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.

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

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.

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

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.

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 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 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 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 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 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 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

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.