Browse Items (3117 total)

Purpose - Market orientation and positioning have been widely recognized as organizational metrics linked
to hotel performance. The purpose of this study is to offer the link among market orientation, positioning and
hotel performance in Ghana's…

Although all universities across the world are facing similar challenges due to the
global pandemic, universities from emerging countries have inherent challenges
that present an additional complexity to the way they can manage the impact…

In 2019, the brand consultancy Interbrand ranked the world’s most important
brands. Based on the perception of the brand across the world, the value that
the brand adds to the company, and the brand’s future plans, Interbrand positioned Coke as the…

This study investigates the difference between the utility of general higher education (GHE) and Islamic higher education (IHE),students' enrolment intention, and their correlation. Data werecollected using questionnaires. The…

The widespread use of social media has fundamentally changed the way people communicate, collaborate,
and interact and led to significant shifts in the social structure and contemporary cultural order. This study
aims to analyze the role of social…

Te situation caused by the Covid-19 global crisis has led universities to make
abrupt and immediate changes to continue training their students virtually
(Bao, 2020). Universities have had to urgently adapt their strategies to respond
to the…

The objective of the study was to assess how banks adopt a two-way communication approach in communicating with their customers. It further examined the difference that exists between the websites of locally and
foreign owned banks operating in…

Abstract
The purpose of this paper is to assess hotel websites as a marketing communication tool using Kent and Taylor’s (1998) dialogic principles. This study was executed qualitatively using content analysis of 42 hotel websites
in Ghana. The…

The factors affecting students’ choice of higher education is essential for the university’s
management. Various research across the world has been carried out to understand how students
select their preferred universities for tertiary study;…

Using social identity theory and social capital theory as a backdrop to understand the context of subsistence marketplaces, this
study investigates how rural micro and small businesses engage in marketing practices and how poverty reduction policies…