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 |
|---|---|---|---|---|
| The impact of stakeholder market orientation on sustainability performance at tourism destinations EKK Tsetse, MA Mahmoud, C Blankson, R Odoom |
2022 | Management Research Review 45 (7), 929-955, 2022 | Social Sciences | 18 |
| Service brand avoidance in business-to-business relationships DS Otoo, R Odoom, SM Braimah |
2023 | Journal of Product & Brand Management 32 (1), 93-106, 2023 | Social Sciences | 16 |
| Exploring consumer education and empowerment as a pathway to brand reputation and brand engagement in sustainable digital marketing R Odoom |
2025 | Sustainable Futures 10, 101482, 2025 | Social Sciences | 15 |
| The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude M Adams, EY Tweneboah-Koduah, SM Braimah, R Odoom |
2025 | Marketing Intelligence & Planning 43 (2), 374-392, 2025 | Social Sciences | 11 |
| Social media, misinformation and fake news in the pandemic: the dominant gaps and future research avenues N Nutsugah, K Mensah, R Odoom, A Ayarnah |
2025 | Online Information Review 49 (2), 335-352, 2025 | Social Sciences | 10 |
| Technology meets agriculture: will green knowledge management and green intellectual capital be the game changer for sustainable farming among rural women PA Anim, MA Mahmoud, R Odoom |
2025 | International Journal of Productivity and Performance Management 74 (10 …, 2025 | Social Sciences | 10 |
| The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana: L. Narh et al. L Narh, R Odoom, MA Mahmoud, EY Tweneboah-Koduah |
2023 | Journal of Brand Management 30 (4), 318-332, 2023 | Social Sciences | 10 |
| Dialogic features of brand South Africa’s website and tourists’ intentions to visit RE Hinson, JPB Kosiba, H Boateng, R Odoom, RE Gyampo |
2019 | European Business Review 31 (5), 569-584, 2019 | Social Sciences | 8 |
| Consumer acceptance of online display advertising-the effects of ad characteristics and attitude toward online advertising PT Odoom, B Narteh, R Odoom |
2022 | International Journal of Internet Marketing and Advertising 16 (4), 317-343, 2022 | Social Sciences | 7 |
| Marketing tokens and marketing stocks: Tail risk connections with portfolio implications EJA Abakah, R Odoom, M Abdullah, CC Lee, MZ Rehman |
2025 | Research in International Business and Finance 75, 102784, 2025 | Social Sciences | 6 |
| Storytelling in heritage tourism: the role of storytellers in shaping diasporic visitor experience and promoting Ghanaian heritage ENA Solomon, SM Braimah, R Odoom, K Mensah |
2026 | Tourism Critiques: Practice and Theory 7 (1), 42-67, 2026 | Social Sciences | 5 |
| Do mobile device and mobile app innovations trigger lifestylisations? Insights from consumers in developing countries R Odoom |
2022 | Qualitative Market Research: An International Journal 25 (4), 532-550, 2022 | Social Sciences | 5 |
| Branding for small and medium sized healthcare institutions R Odoom, DO Agyeman |
2019 | Health Service Marketing Management in Africa, 135-147, 2019 | Social Sciences | 5 |
| Service brand orientation and firm performance: The moderating effects of relationship marketing orientation and customer orientation R Odoom, EY Tweneboah-Koduah |
2018 | Academy of Marketing Science World Marketing Congress, 233-250, 2018 | Social Sciences | 5 |
| Understanding how the dimensions of brand choice influence customer loyalty among Ghanaian University students: the trust-commitment theory perspective SM Braimah, R Odoom, MN Amoakoh |
2026 | Journal of African Business 27 (1), 44-64, 2026 | Social Sciences | 4 |
| Patient engagement and customer loyalty: the role of value co-creation in healthcare service delivery EY Tweneboah-Koduah, R Odoom, M Adams, A Annane-McCarthy |
2024 | International Journal of Services and Operations Management 48 (3), 424-444, 2024 | Social Sciences | 4 |
| Exploring blockchain technology and digital certificates in the education sector A Ayarnah, K Mensah, R Odoom |
2023 | Digital Transformation in Education: Emerging Markets and Opportunities, 1-19, 2023 | Social Sciences | 4 |
| Using the health belief model in social marketing for cholera prevention EY Tweneboah-Koduah, N Atsu, R Odoom |
2018 | International Journal of Behavioural and Healthcare Research 6 (3-4), 183-199, 2018 | Social Sciences | 4 |
| Minimising display advertising avoidance on social media platforms-the role of exposure condition, personalisation, and personality traits PT Odoom, R Odoom, SM Braimah |
2025 | International Journal of Electronic Marketing and Retailing 16 (1), 104-132, 2025 | Social Sciences | 3 |
| Agricultural technology, green strategic orientation and rural women farmers green market success: the role of social capital PA Anim, MA Mahmoud, R Odoom |
2025 | International Journal of Innovation Science, 1-36, 2025 | Social Sciences | 2 |
| Fueling trust and loyalty toward oil marketing companies (OMCs) in Ghana: The role of corporate reputation and distribution intensity PT Odoom, R Odoom, E Mavis |
2025 | Journal of African Business 26 (4), 842-866, 2025 | Social Sciences | 2 |
| Oil and gas energy security R Odoom, R Brännlund, A Karimu, J Nanzoninge |
2023 | The Economics of the Oil and Gas Industry, 58-71, 2023 | Social Sciences | 2 |
| 21 Technology and Social Media in Healthcare Delivery R Odoom, DO Agyeman |
2019 | Managing Policies and Procedures in Healthcare Management, 267, 2019 | Social Sciences | 2 |
| A mediated investigation into the impact of personalised content recommendations on experiential outcomes with Snapchat's [My AI] chatbot R Odoom, JPB Kosiba, PT Odoom |
2026 | Computers in Human Behavior: Artificial Humans 8, 100303, 2026 | Social Sciences | 1 |
| The influence of salesperson social cues on purchase decisions and post-purchase behaviours in the retail sector DD Gli, EY Tweneboah-Koduah, JPB Kosiba, R Odoom, A Renner |
2026 | Journal of Contemporary Marketing Science 9 (1), 63-81, 2026 | Social Sciences | 1 |