Raphael Odoom, PhD
ASSOCIATE PROFESSOR
CollegeCOLLEGE OF HUMANITIES
School / InstituteUNIV. OF GHANA BUSINESS SCHOOL
DepartmentDEPARTMENT OF MARKETING AND CUSTOMER MANAGEMENT
Sustainable Digital MarketingEnterprise DevelopmentConsumer-Brand RelationshipSME Branding
Publication activity
Publication statistics
Publications
56 matching publications
| Publication | Year | Journal | Thematic area | Citations |
|---|---|---|---|---|
| Antecedents of social media usage and performance benefits in small-and medium-sized enterprises (SMEs) R Odoom, T Anning-Dorson, G Acheampong |
2017 | Journal of enterprise information management 30 (3), 383-399, 2017 | Social Sciences | 506 |
| Brand orientation and brand performance in SMEs: The moderating effects of social media and innovation capabilities R Odoom, P Mensah |
2019 | Management Research Review 42 (1), 155-171, 2019 | Social Sciences | 194 |
| Branding in small-and medium-sized enterprises (SMEs) Current issues and research avenues R Odoom, B Narteh, R Boateng |
2017 | Qualitative Market Research: An International Journal 20 (1), 68-89, 2017 | Social Sciences | 129 |
| Mobile money usage and continuance intention among micro enterprises in an emerging market–the mediating role of agent credibility R Odoom, JP Kosiba |
2020 | Journal of Systems and Information Technology 22 (1), 97-117, 2020 | Social Sciences | 124 |
| Does internal marketing influence employee loyalty? Evidence from the Ghanaian banking industry B Narteh, R Odoom |
2015 | Services Marketing Quarterly 36 (2), 112-135, 2015 | Social Sciences | 123 |
| Brand avoidance: underlying protocols and a practical scale R Odoom, JP Kosiba, CT Djamgbah, L Narh |
2019 | Journal of Product & Brand Management 28 (5), 586-597, 2019 | Social Sciences | 116 |
| Digital transformation process and the capability and capacity implications for small and medium enterprises S Anim-Yeboah, R Boateng, R Odoom, EA Kolog |
2020 | International Journal of E-Entrepreneurship and Innovation (IJEEI) 10 (2), 26-44, 2020 | Social Sciences | 113 |
| Brand-building efforts in high and low performing small and medium-sized enterprises (SMEs) R Odoom |
2016 | Journal of Small Business and Enterprise Development 23 (4), 1229-1246, 2016 | Social Sciences | 85 |
| Key drivers of automobile brand choice in sub‐Saharan Africa: the case of Ghana B Narteh, R Odoom, M Braimah, S Buame |
2012 | Journal of Product & Brand Management 21 (7), 516-528, 2012 | Social Sciences | 85 |
| Digital content marketing and consumer brand engagement on social media-do influencers’ brand content moderate the relationship? R Odoom |
2025 | Journal of Marketing Communications 31 (4), 491-514, 2025 | Social Sciences | 74 |
| Healthcare branding: Insights from Africa into health service customers’ repeat patronage intentions PT Odoom, B Narteh, R Odoom |
2021 | International journal of healthcare management 14 (3), 663-675, 2021 | Social Sciences | 74 |
| Branding capabilities and SME performance in an emerging market: The moderating effect of brand regulations R Odoom, GC Agbemabiese, T Anning-Dorson, P Mensah |
2017 | Marketing Intelligence & Planning 35 (4), 473-487, 2017 | Social Sciences | 74 |
| Examining students’ satisfaction with online learning during the Covid-19 pandemic-an extended UTAUT2 approach JPB Kosiba, R Odoom, H Boateng, KK Twum, IK Abdul-Hamid |
2022 | Journal of Further and Higher Education 46 (7), 988-1005, 2022 | Social Sciences | 68 |
| Innovation and organizational development: the role of organizational leadership T Anning-Dorson, RK Odoom, G Acheampong, E Tweneboah-Koduah |
2017 | African Journal of Economic and Management Studies 8 (3), 338-351, 2017 | Social Sciences | 68 |
| Service recovery satisfaction in offline and online experiences R Odoom, GC Agbemabiese, RE Hinson |
2020 | Marketing Intelligence & Planning 38 (1), 1-14, 2020 | Social Sciences | 57 |
| An empirical investigation of perceived relational benefits and brand engagement in restaurant services R Odoom, H Boateng, BO Asante |
2017 | International Journal of Contemporary Hospitality Management 29 (11), 2767-2784, 2017 | Social Sciences | 42 |
| Brand marketing programs and consumer loyalty–evidence from mobile phone users in an emerging market R Odoom |
2016 | Journal of Product & Brand Management 25 (7), 651-662, 2016 | Social Sciences | 41 |
| Effects of regulations and competition on the innovativeness-performance relationship: Evidence from the financial services industry T Anning-Dorson, MB Nyamekye, R Odoom |
2017 | International Journal of Bank Marketing 35 (6), 925-943, 2017 | Social Sciences | 37 |
| Brand hate experiences and the role of social media influencers in altering consumer emotions R Odoom, JPB Kosiba, PT Odoom |
2024 | Journal of Brand Management 31 (5), 529-542, 2024 | Social Sciences | 35 |
| Sustainable digital marketing practices and consumer brand engagement–a brand reputation mediation investigation R Odoom, PT Odoom, PY Amu, M Adams |
2025 | Journal of Strategic Marketing 33 (2), 254-270, 2025 | Social Sciences | 34 |
| The effect of corporate reputation on customer loyalty in the Ghanaian banking industry: the role of country-of-origin DD Gli, EY Tweneboah-Koduah, R Odoom, P Kodua |
2024 | African Journal of Economic and Management Studies 15 (1), 73-87, 2024 | Social Sciences | 31 |
| Resource access mechanisms in networks and SME survival in Ghana G Acheampong, R Odoom, T Anning-Dorson, PA Anim |
2018 | Journal of Enterprising Communities: People and Places in the Global Economy …, 2018 | Social Sciences | 29 |
| Branding and outcomes in small and medium-sized enterprises (SMEs): a resource–capability approach R Odoom, B Narteh, J Rand |
2017 | Journal of Small Business & Entrepreneurship 29 (3), 175-192, 2017 | Social Sciences | 24 |
| Branding efforts and SME performance–an empirical investigation of variations across firm sizes and business sectors R Odoom, P Mensah, G Asamoah |
2017 | Journal of Research in Marketing and Entrepreneurship 19 (1), 59-76, 2017 | Social Sciences | 23 |
| Perceptions underlying road safety behaviours of drivers in urban Ghana–a health-belief and planned behaviour perspective R Odoom, PT Odoom, M Essandoh |
2023 | Journal of Social Marketing 13 (4), 631-657, 2023 | Social Sciences | 19 |