Celebrity Endorsement and Consumer Buying Behaviour:Enhancing the Promotion Function of Marketing in the Central Business Area of Accra, Ghana

This paper examines the phenomena of celebrity endorsement in advertising as part of marketing promotions. The concept is considered as a measure of positively influencing consumers'  behaviour towards making a purchase of a company's offer. The major considerations in this paper were to unravel the factors or variables considered in selecting a celebrity or making a purchase; the extent to which a celebrity's endorsement influences consumers' purchase or re-buy behaviour; as well as its influence generally on marketing promotions. The reviewed literature and the data captured from about a hundred and forty-eight respondents covering management, internal customers and external customers gives the findings a high level of validity and reliability. The results indicates that company's select celebrities based on credibility, brand match and attractiveness whiles consumers' are influenced by price, celebrity endorsement, quality and packaging. There was overwhelming agreement for a greater extent of influence on behaviour as well as marketing promotions. The paper concluded on the positive relationships celebrity endorsement has with consumer behaviour and marketing promotions in general. It recommended that companies using celebrities should ensure that the celebrities match the brand, that is, the celebrity must have the value and image required to advertise the brand. It is only when adverts are matched up by attractiveness and expertise that the brand attitude would be more favourable, and find greater purchase intentions. We study shall replicate this study in Togo and Nigeria to gauge the regional view of the influences of celebrity endorsement on consumers' purchase behaviour. Key Words: Celebrity Endorsement, Consumer Behaviour, Marketing Promotions

Banks and Customer Service Delivery: Attracting and Retaining Customers in the Ghanaian Banking Sector

The influx of foreign banks into Ghana has increased the competition in the banking sector. This study explores issues relating to making customer service effective as one important area of competitive advantage for banks within the financial sector. The study used a structured questionnaire as the main primary data collection tool. In addition, related works in this area were also reviewed and used as secondary data to support the primary data in the analysis. The study found three main issues confronting the banks. These are: provision of quick and efficient service, ability of the staffs to resolve problems, and privacy of customers in the process. It also found out that there is effective complaint system in place with frontline staffs tracking customer complaints and the branch and customer service managers enforcing their resolutions. However, most complaints were about pathetic attitude of tellers. The notable positive development has led to customer attraction and retention. The study recommended the discontinuation of the concept of specialization in dealing with specific customers, sufficient training and periodic orientation of staffs, enhancing the privacy of customers through seclusion of one-on-one discussions from the public eye and rewarding high performing staffs to promote good attitude towards customers. Key Words: Customer service; customer attraction; customer retention; customer complaint syste

Vocationalisation of Higher Education in Ghana: Contextual Concerns and Prospects from Lecturers and Students in Accra Polytechnic

In today’s industrial world, vocational and technical education has emerged as the key to the development of every economy and that various experts and educational stakeholders have highlighted on this claim. In view of this, the main objective of this study was to examine the challenges and prospects in the delivery of vocational/technical education at the higher level in Ghana.  We collected data from both primary and secondary sources using Accra Polytechnic (now Accra Technical University), as a case study.  Using the stratified random sampling technique, 130 respondents comprising 100 students and 30 lecturers were selected for the study. A hybrid of quantitative and qualitative research methods were employed for data gathering purposes.  In addition to descriptive statistics, Freidman test and t-test were used to analyse the data.  The findings revealed that vocational/technical education curriculum keeps changing over the period and has assumed different purposes due to the emergence of complex social, technological, economic, demographic and political developments in Ghana. We recommended that, among others, the whole curriculum must be re-oriented towards providing occupational skills, stakeholders must come with unifying vision of exerting influence, set goals, create new ideas, policies, vision and provide direction to ensure that reforms lead to effective delivery of viable vocational education in Ghana. Keywords: Curricula, Context, Higher Institutions, Lecturers, Students, and Vocational   Education

Pro-environment behavioural moderators of the association between perceived walkability and social activity

Background – several studies have confirmed the potential influence of walkability on social activity, but whether this relationship can be modified by pro-environment behaviours has not been evaluated. This study aimed to assess the association between perceived (self-reported) walkability and social activity and to ascertain whether this potential relationship is moderated by pro-environment behaviour (PEB) and socially responsible consumption (SRC). Methods – This study adopted a cross-sectional design with a sensitivity analysis and techniques against common methods bias. The study population was residents in Ablekuma North Municipality, Ghana. Participants were 792 residents who met some inclusion criteria. The G*Power 3.1.9.4 software was employed to determine a minimum sample for the study. Hierarchical linear regression (HLR) analysis was used to present the findings. Results – The study found a positive association between neighbourhood walkability and social activity, which suggests that residents who lived in more walkable neigbourhoods reported higher social activity. SRC and PEB positively moderated the foregoing relationship between neighbourhood walkability and social activity. Conclusions – Residents who lived in more walkable neighbourhoods reported higher social activity, and the positive relationship between walkability and social activity is strengthened by SRC and PEB. It can be concluded that walkability better supports social activity among residents with higher pro-environment behaviours

The associations between pro-environment behaviours, sustainability knowingness, and neighbourhood walkability among residents of Accra Metro in Ghana: A cross-sectional analysis

Background Physical activities such as walking are a form of transportation in the neighbourhood; people reach their destinations through walking. Research to date has substantially evidenced the beneficial effects of walking and other physical activities on health outcomes. From these perspectives, neighbourhood walkability and behaviours that improve it play a crucial role in healthy transportation. Aim To assess the associations between pro-environment behaviours (i.e., socially responsible consumption (SRC) and pro-environment behaviour (PEB)) and neighbourhood walkability, and to ascertain whether these relationships are moderated by sustainability knowingness. Methods This study employed a cross-sectional design with sensitivity analysis and recommended steps against common methods bias. The participants were residents in the Accra Metropolitan Area (Accra Metro), Ghana. Self-reported questionnaires were used to gather data from 625 residents. Exploratory factor analysis and hierarchical linear regression analysis were used to present the results. Results PEB and SRC had a positive association with neighbourhood walkability, with the latter having a stronger association with neighbourhood walkability. The relationship between these behaviours and neighbourhood walkability was significantly strengthened by sustainability knowingness. Conclusion Higher neighbourhood walkability was associated with higher SRC and PEB, which means that residents can contribute to improved neighbourhood walkability with their pro-environment behaviours. Residents’ sustainability knowingness or their knowledge about sustainability and its importance can enhance the positive influence of pro-environment behaviours on neighbourhood walkability

The Nexus between entrepreneurial education and entrepreneurial self-competencies: a social enterprise perspective

The purpose of the study was to examine the mediation roles of student satisfaction and entrepreneurial self-efficacy in the nexus between entrepreneurial education and entrepreneurial self-competencies within a social enterprise context. The study used a cross-sectional survey design, with a sampled population of 185 business students from three universities (Accra Technical University, Cape Coast Technical University and the University of Ghana) in Ghana. A PLS-SEM approach was used to examine the relationships among the independent–dependent constructs in the study. Entrepreneurial education had positive and significant relationships to student satisfaction and entrepreneurial self-efficacy, but it showed an insignificant relationship to entrepreneurial self-competencies. Student satisfaction was also found to relate positively and significantly to entrepreneurial self-efficacy and entrepreneurial self-competencies. Furthermore, both student satisfaction and entrepreneurial self-efficacy were found to fully mediate the nexus between entrepreneurial education and entrepreneurial self-competencies. The study highlights the crucial roles of student satisfaction and self-efficacy in the implementation of entrepreneurial education in higher education institutions. In a discipline that is characterised by paucity, this study provides a unique and original assessment of the important roles of student satisfaction and student self-confidence in building entrepreneurial competencies among students

Informing Policy:Leveraging Insights from the United Kingdom Lottery System for the Sustainable Funding of Social Enterprises in Ghana

This study investigates the feasibility of establishing a grant system to provide financial support to social enterprises in Ghana, drawing inspiration from the British National Lottery system. The study is grounded in the Theory of Demand for Gambles and the Expected Utility theory to understand the decision-making processes of lottery participants. The authors organised focus group discussions in the UK and Ghana and analysed relevant policies and guidelines. The research proposes the introduction of a Social Enterprises Support Lottery in Ghana. This lottery system is modelled after the British National Lottery, with modifications in the number of pools and prize tiers to enhance its attractiveness and revenue potential. The administration of funding processes involves a comprehensive allocation strategy, designating a significant portion of lottery proceeds to support social enterprises. To ensure the sustainability of the proposed model, the authors suggest a multifaceted approach, including collaboration with government agencies, rigorous regulatory frameworks, expert panels for funding allocation, and transparent operational mechanisms. The study envisions the proposed lottery system contributing to the achievement of various SustainableDevelopment Goals (SDGs) in Ghana, such as poverty reduction, decent work and economic growth, and improved health and well-being, as well as environmental preservation

Inclusivity and sustainability within Ghana: enhancing awareness and utilisation of social enterprise and entrepreneurship for all

Report commissioned by the British Council. In Ghana, youth unemployment is high, and there is a lack of awareness and understanding of social enterprise despite it being a possible resolution to the employment of young Ghanaians. Social enterprises have great potential to reduce youth unemployment in sub-Saharan Africa. The social enterprise approach can achieve this partly because it relies less on public sector and donor funding, unlike other conventional business approaches