Oladipupo Ajeyalemi | University of Lagos,Nigeria (original) (raw)

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Papers by Oladipupo Ajeyalemi

Research paper thumbnail of Positioning Open and Distance Learning Through Marketing Communication: Exploring the Role of Brand Personality

Nigerian Online Journal of Educational Sciences and Technology, Apr 1, 2021

This article may be used for research, teaching, and private study purposes. Any substantial or s... more This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone is expressly forbidden.

Research paper thumbnail of Destination Personality as Predictor of Symbolic Consumption in Nigeria’s Tourism Industry

Tourism, Hospitality & Event Management, 2021

This study examined tourists’ behaviour within the African context concerning symbolic consumptio... more This study examined tourists’ behaviour within the African context concerning symbolic consumption of destinations, with emphasis on the predictive influence of destination personality. This was particularly germane because tourism destinations, just like brands or products, have their own unique personalities. Consequently, based on factors such as large population, economic size and huge tourism potential, Nigeria was selected to represent the population of study. For better representation of the population, quota sampling was employed to reflect the selected tourist destinations. A total of 1200 copies of the questionnaire were administered, however, only 831 responses were found useable and acceptable, while factor and multiple regressions analyses was employed. Findings showed that destination personality is positively related to all three constructs (brand identification, lifestyle congruence and self-congruence) of symbolic consumption. Additionally, four dimensions of destin...

Research paper thumbnail of Low Cost Strategy as a Remedial Prescription for Resuscitating Nigeria’s Ailing Domestic Airline Industry: The Customers’ Perspective

Transportation Modes eJournal, 2020

The number of domestic airlines operating in the Nigerian aviation industry have been on a steady... more The number of domestic airlines operating in the Nigerian aviation industry have been on a steady decline for a number of years. This is despite a gradual increase in the average number of domestic travelers. Reasons adduced for this anomaly is related to high operational costs, debt burden and outstanding financial obligations. This study therefore examined low cost strategy as a prescription for struggling airlines in the Nigerian domestic airline industry. Stated preference theory served as the theoretical framework because it allowed the construction of realistic alternatives that respondents could choose from based on their preferences. The study was conducted in two phases using conjoint analysis. The first phase identified competitive tools relevant to Nigeria while the second phase involved respondents choosing from an orthogonal content analysis matrix based on selected factors and their attribute levels. Results indicated a high internal correlation value between observed ...

Research paper thumbnail of Ajeyalemi, O. F., & Olarewaju, A. D. (2020). Low Cost Strategy as a Remedial Prescription for Resuscitating Nigeria’s Ailing Domestic Airline Industry: The customers’ perspective. Consumer Behavior Review, 4(2), 66-83

The number of domestic airlines operating in the Nigerian aviation industry have been on a steady... more The number of domestic airlines operating in the Nigerian aviation industry have been on a steady decline for a number of years. This is despite a gradual increase in the average number of domestic travelers. Reasons adduced for this anomaly is related to high operational costs, debt burden and outstanding financial obligations. This study therefore examined low cost strategy as a prescription for struggling airlines in the Nigerian domestic airline industry. Stated preference theory served as the theoretical Resumo O número de companhias aéreas domésticas que operam no setor de aviação nigeriano tem diminuído constantemente há vários anos. Isso ocorre apesar de um aumento gradual no número médio de viajantes domésticos. Os motivos apresentados para essa anomalia estão relacionados a altos custos operacionais, carga de dívida e obrigações financeiras pendentes. Portanto, este estudo examinou a estratégia de baixo custo como receita para as companhias aéreas em dificuldades no setor ...

Research paper thumbnail of A Review of the Use of Aaker’s Methodology within the Brand Personality Construct: A Review of Extant Literature

TIJAB (The International Journal of Applied Business), 2020

Anthropomorphism is the belief that brands can possess human characteristics, which raises a tend... more Anthropomorphism is the belief that brands can possess human characteristics, which raises a tendency to assign human traits to inanimate objects. It is on this premise that Brand Personality takes its roots. Several studies in the measurement and influence of Brand Personality abound leading to increasing arguments on the most appropriate methods to be used to measure Brand Personality. However, Aaker’s methodology stands out prominently in the Brand Personality domain. This study attempts to review the Brand Personality literature to identify the extent that this methodology has been used. The objectives of this study are to identify the scope and limitation of Aaker’s (1997) Brand Personality construct, identify the literature on Brand Personality and identify the use of Aaker’s (1997) methodology in scale development. Using a qualitative design, consecutive sampling was used to analyze the identified literature on Brand Personality. The resulting data was analyzed using freq...

Research paper thumbnail of An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria

Internext

Double Blind Review System Scientific Editor Ilan Avrichir Objective: (i) to adapt Aaker's (1997)... more Double Blind Review System Scientific Editor Ilan Avrichir Objective: (i) to adapt Aaker's (1997) scale to measure brand personality in the Nigerian telecommunications market using the methodology identified by Avis (2012) to be the most stable in literature; (ii) to identify the traits that could be used in marketing communication in the telecommunications industry; (iii) to reveal the brand personality factors of the telecommunications industry. Method: The study used a mixed design and survey method to sample 700 consumers of the Nigerian telecommunications industry. Data was collected using a questionnaire and analyzed using inferential statistics. Main Results: Aaker's (1997) scale was adapted to measure the brand personality in the Nigerian telecommunications industry and it measured six factors, namely, Sincere, Rugged, Sophistication, Competence, Innovative and Excitement.. Relevance/originality: The study provides local empirical evidence of the brand personality factors of the Nigerian telecommunication industry. The scale will be relevant in measuring the brand personality of other brands within the industry. Theoretical/Methodological contributions: The study supported the use of Aaker's (1997) methodology in developing brand personality scales. The findings were consistent with terminology that could be used to describe brands in the industry. Social Contributions/For management: Managers of Nigerian telecommunication industry brands can make use of the traits identified in marketing communication in order to better present their brands.

Research paper thumbnail of Positioning Open and Distance Learning Through Marketing Communication: Exploring the Role of Brand Personality

Nigerian Online Journal of Educational Sciences and Technology, Apr 1, 2021

This article may be used for research, teaching, and private study purposes. Any substantial or s... more This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone is expressly forbidden.

Research paper thumbnail of Destination Personality as Predictor of Symbolic Consumption in Nigeria’s Tourism Industry

Tourism, Hospitality & Event Management, 2021

This study examined tourists’ behaviour within the African context concerning symbolic consumptio... more This study examined tourists’ behaviour within the African context concerning symbolic consumption of destinations, with emphasis on the predictive influence of destination personality. This was particularly germane because tourism destinations, just like brands or products, have their own unique personalities. Consequently, based on factors such as large population, economic size and huge tourism potential, Nigeria was selected to represent the population of study. For better representation of the population, quota sampling was employed to reflect the selected tourist destinations. A total of 1200 copies of the questionnaire were administered, however, only 831 responses were found useable and acceptable, while factor and multiple regressions analyses was employed. Findings showed that destination personality is positively related to all three constructs (brand identification, lifestyle congruence and self-congruence) of symbolic consumption. Additionally, four dimensions of destin...

Research paper thumbnail of Low Cost Strategy as a Remedial Prescription for Resuscitating Nigeria’s Ailing Domestic Airline Industry: The Customers’ Perspective

Transportation Modes eJournal, 2020

The number of domestic airlines operating in the Nigerian aviation industry have been on a steady... more The number of domestic airlines operating in the Nigerian aviation industry have been on a steady decline for a number of years. This is despite a gradual increase in the average number of domestic travelers. Reasons adduced for this anomaly is related to high operational costs, debt burden and outstanding financial obligations. This study therefore examined low cost strategy as a prescription for struggling airlines in the Nigerian domestic airline industry. Stated preference theory served as the theoretical framework because it allowed the construction of realistic alternatives that respondents could choose from based on their preferences. The study was conducted in two phases using conjoint analysis. The first phase identified competitive tools relevant to Nigeria while the second phase involved respondents choosing from an orthogonal content analysis matrix based on selected factors and their attribute levels. Results indicated a high internal correlation value between observed ...

Research paper thumbnail of Ajeyalemi, O. F., & Olarewaju, A. D. (2020). Low Cost Strategy as a Remedial Prescription for Resuscitating Nigeria’s Ailing Domestic Airline Industry: The customers’ perspective. Consumer Behavior Review, 4(2), 66-83

The number of domestic airlines operating in the Nigerian aviation industry have been on a steady... more The number of domestic airlines operating in the Nigerian aviation industry have been on a steady decline for a number of years. This is despite a gradual increase in the average number of domestic travelers. Reasons adduced for this anomaly is related to high operational costs, debt burden and outstanding financial obligations. This study therefore examined low cost strategy as a prescription for struggling airlines in the Nigerian domestic airline industry. Stated preference theory served as the theoretical Resumo O número de companhias aéreas domésticas que operam no setor de aviação nigeriano tem diminuído constantemente há vários anos. Isso ocorre apesar de um aumento gradual no número médio de viajantes domésticos. Os motivos apresentados para essa anomalia estão relacionados a altos custos operacionais, carga de dívida e obrigações financeiras pendentes. Portanto, este estudo examinou a estratégia de baixo custo como receita para as companhias aéreas em dificuldades no setor ...

Research paper thumbnail of A Review of the Use of Aaker’s Methodology within the Brand Personality Construct: A Review of Extant Literature

TIJAB (The International Journal of Applied Business), 2020

Anthropomorphism is the belief that brands can possess human characteristics, which raises a tend... more Anthropomorphism is the belief that brands can possess human characteristics, which raises a tendency to assign human traits to inanimate objects. It is on this premise that Brand Personality takes its roots. Several studies in the measurement and influence of Brand Personality abound leading to increasing arguments on the most appropriate methods to be used to measure Brand Personality. However, Aaker’s methodology stands out prominently in the Brand Personality domain. This study attempts to review the Brand Personality literature to identify the extent that this methodology has been used. The objectives of this study are to identify the scope and limitation of Aaker’s (1997) Brand Personality construct, identify the literature on Brand Personality and identify the use of Aaker’s (1997) methodology in scale development. Using a qualitative design, consecutive sampling was used to analyze the identified literature on Brand Personality. The resulting data was analyzed using freq...

Research paper thumbnail of An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria

Internext

Double Blind Review System Scientific Editor Ilan Avrichir Objective: (i) to adapt Aaker's (1997)... more Double Blind Review System Scientific Editor Ilan Avrichir Objective: (i) to adapt Aaker's (1997) scale to measure brand personality in the Nigerian telecommunications market using the methodology identified by Avis (2012) to be the most stable in literature; (ii) to identify the traits that could be used in marketing communication in the telecommunications industry; (iii) to reveal the brand personality factors of the telecommunications industry. Method: The study used a mixed design and survey method to sample 700 consumers of the Nigerian telecommunications industry. Data was collected using a questionnaire and analyzed using inferential statistics. Main Results: Aaker's (1997) scale was adapted to measure the brand personality in the Nigerian telecommunications industry and it measured six factors, namely, Sincere, Rugged, Sophistication, Competence, Innovative and Excitement.. Relevance/originality: The study provides local empirical evidence of the brand personality factors of the Nigerian telecommunication industry. The scale will be relevant in measuring the brand personality of other brands within the industry. Theoretical/Methodological contributions: The study supported the use of Aaker's (1997) methodology in developing brand personality scales. The findings were consistent with terminology that could be used to describe brands in the industry. Social Contributions/For management: Managers of Nigerian telecommunication industry brands can make use of the traits identified in marketing communication in order to better present their brands.