Christian Osakwe | Tomas Bata University of Zlín (original) (raw)

Papers by Christian Osakwe

Research paper thumbnail of Author response for "Modeling the acceptance and resistance to use mobile contact tracing apps: a developing nation perspective

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Research paper thumbnail of Customer centricity: an empirical analysis in the micro-sized firm

Journal of Strategic Marketing, Jan 18, 2019

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Research paper thumbnail of Effects of customer characteristics and service quality on share of wallet in neighbourhood shops based on an asymmetric approach

European Business Review, Apr 1, 2022

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Research paper thumbnail of Modeling the acceptance and resistance to use mobile contact tracing apps: a developing nation perspective

Online Information Review

PurposeThis study proposes and validates an integrated theoretical model involving the theory of ... more PurposeThis study proposes and validates an integrated theoretical model involving the theory of planned behavior (TPB), health belief model (HBM), personal norms and information privacy to understand determinants of acceptance and resistance to the use of mobile contact tracing app (MCTA) in a pandemic situation.Design/methodology/approachThis study draws on online surveys of 194 research respondents and uses partial least squares structural equation modeling (PL-SEM) to test the proposed theoretical model.FindingsThe study establishes that a positive attitude towards MCTA is the most important predictor of individuals' willingness to use MCTA and resistance to use MCTA. Furthermore, barriers to taking action positively influence resistance to the use of MCTA. Personal norms negatively influence resistance to the use of MCTA. Information privacy showed a negative and positive influence on willingness to use MCTA and use the resistance of MCTA, respectively, but neither was stat...

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Research paper thumbnail of Customer-brand Disidentification Scale

PsycTESTS Dataset

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Research paper thumbnail of Cultural influences on future transportation technology usage: The role of personal innovativeness, technology anxiety and desire

International Journal of Consumer Studies

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Research paper thumbnail of Effects of customer characteristics and service quality on share of wallet in neighbourhood shops based on an asymmetric approach

European Business Review

Purpose The purpose of this paper is to increase the understanding of customer share of wallet (S... more Purpose The purpose of this paper is to increase the understanding of customer share of wallet (SoW) based on research in customer characteristics and the retail service quality model. Specifically, this study adopts an asymmetrical modelling approach to provide insights into the necessary and sufficient conditions leading to increased customer SoW in the context of neighbourhood shops in Southern Africa. Design/methodology/approach This study uses fuzzy-set qualitative comparative analysis to analyse survey data collected from 523 current customers of the shops. Findings This study reveals that large household size and low income are necessary conditions for increased SoW. It also reveals five unique customer profiles, or casual recipes, associated with increased customer SoW. More generally, this study demonstrates that service quality constituents (personal interaction, reliability, policy and physical aspects of the shop) and customer characteristics, namely, relationship durati...

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Research paper thumbnail of B2B brand marketing in Africa? An exploratory investigation of B2B buyers' perception of supplier brands

Industrial Marketing Management

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Research paper thumbnail of A two-country study on the psychological antecedents to cryptocurrency investment decision-making

Journal of Global Information Technology Management

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Research paper thumbnail of Transitioning to Online Teaching During the Pandemic Period: The Role of Innovation and Psychological Characteristics

Innovative Higher Education

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Research paper thumbnail of Customers perceptions regarding CSR: A study among retail banks' customers in Nigeria

This study specificially examines how CSR beliefs influence bank loyalty in Nigeria and it introd... more This study specificially examines how CSR beliefs influence bank loyalty in Nigeria and it introduces brand trust and bank reputation as mediating factors

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Research paper thumbnail of Facilitating mCommerce Growth in Nigeria through mMoney Usage: A Preliminary Analysis

Interdisciplinary Journal of Information, Knowledge, and Management, 2016

A general belief is that Mobile Money (mMoney) has the catalytic effect of spurring mCommerce gro... more A general belief is that Mobile Money (mMoney) has the catalytic effect of spurring mCommerce growth and driving financial inclusion in developing nations like Nigeria. In Nigeria, mMoney service is certainly a new financial service innovation in the country, and as a result critical issues surrounding its early critical mass adoption, including its perceived usefulness, remain largely opaque. In this paper, our aim was to explore factors influencing perceived usefulness of mMoney by using the extended technology acceptance model (TAM) as the theoretical underpinning of our work. This work is based on a usable sample of 127 respondents from two major cities in Nigeria. Overall, the study’s results indicate that perceived regulator assurance, service affordability, convenience, proximity to the nearest bank branch, and worry over ease of use are significant predictors of mMoney perceived usefulness. The work helps shed new insights about the significant factors that are closely relat...

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Research paper thumbnail of Understanding marketing resources and size in agro-based enterprises

Marketing Intelligence & Planning, 2018

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Research paper thumbnail of Understanding customer-perceived quality in informal stores

Journal of Services Marketing, 2019

PurposeAlthough customer-perceived quality (CPQ) has been studied for years, very little is known... more PurposeAlthough customer-perceived quality (CPQ) has been studied for years, very little is known about the implications of CPQ to informal retail stores particularly in collectivist and high uncertainty avoidance societies like Nigeria. More specifically, this study aims to investigate the indirect implications of CPQ to post-purchase behaviour primarily word-of-mouth (WoM) communication which is even more critical for customer acquisition in the research context. By so doing, it develops a contextualised model in which the emerging concept of commercial friendship (CF) is incorporated to mediate the relationship between CPQ and WoM communication.Design/methodology/approachUsing a survey-based design, data were gathered from 372 informal merchants’ customers. Structural equation modelling technique primarily PLS-SEM (partial least squares structural equation modelling) was used in analysing the data.FindingsThe data confirm that the multifaceted CPQ construct has an important impli...

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Research paper thumbnail of Complementary Impact of Capabilities and Brand Orientation on SMBS Performance

Journal of Business Economics and Management, 2016

The purpose of this study is to analyse the interrelationships among capabilities and brand orien... more The purpose of this study is to analyse the interrelationships among capabilities and brand orientation and their effect on performance of the small and medium-sized businesses. A data set of 181 effective responses is collected and Partial Least Squares was used. The main drivers of customer performance are brand orientation and adaptive and brand promotional capabilities, while financial performance is determined by brand promotional and e-marketing capabilities and by customer performance. Brand orientation directly influences adaptive and brand promotional capabilities, while e-marketing capability is positively influenced by brand promotional capability. SMBs operating in the developing economy context need to combine multiple capabilities and brand orientation with focus on building e-marketing capability to improve financial performance. This research study is one of the first in the South-eastern European context to offer evidence-based insights on the structural relations a...

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Research paper thumbnail of Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015

To date there is hardly any empirical evidence in academic literature that branding, particularly... more To date there is hardly any empirical evidence in academic literature that branding, particularly brand promotion and brand image perception, plays any significant role in the performance of small-sized agribusiness, especially those in the Sub-Saharan (SSA) region. This study was triggered by the need to fill this vacuum. Survey data were collected from small-sized agribusiness firms in one of the SSA economic ‘powerhouses’, which is Nigeria. Employing a contemporary research technique, specifically the Consistent Partial Least Square Structural Equation Modeling (denoted as PLSc), the study found that both brand promotion and brand image perception are instrumental for enhancing the organizational performance of small agribusinesses. In sum, the findings lend empirical support to the extant literature on brand promotion and brand image perception as precursors to the performance of firms regardless of a its size and business location. The implications of study, limitation and futu...

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Research paper thumbnail of Towards achieving strong customer loyalty in the financial services industry

International Journal of Bank Marketing, 2018

Purpose The purpose of this paper is to develop a better understanding of the practical matter of... more Purpose The purpose of this paper is to develop a better understanding of the practical matter of customer loyalty (CLOY) in the banking industry context. As such, this paper explores, in detail, the antecedent factors to building strong CLOY. More specifically the focus is on the constructs of customer care (CARE), product/service offerings appeal (PSOA), customer satisfaction (CSAT) and brand trust (TRUS). Design/methodology/approach This wok relies purely on a positivist research paradigm. In doing so, structured questionnaires were administered to research subjects. For statistical processing, the PLS-SEM technique was deemed appropriate. Findings The two biggest takeaways of this work are the findings about the indirect influence of PSOA and CARE on CLOY. This paper reveals the relations to be sequentially mediated by CSAT and TRUS. Besides, data support the mediating effect of CSAT on CARE-TRUS link, as well as the mediation of TRUS on CSAT-CLOY link. Other findings indicate P...

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Research paper thumbnail of How brand-oriented culture and entrepreneurial orientation influence financial services SMEs financial performance? An empirical study

This paper is aimed at examining the interplay between brand-oriented culture, entrepreneurial or... more This paper is aimed at examining the interplay between brand-oriented culture, entrepreneurial orientation, workforce motivation and the financial performance of SMEs in a selected services sector, that of the financial services industry and in the context of a Sub-Saharan African economy. The contributions of this article to the fledgling SMEs marketing literature are threefold. First, we show that a brand-oriented culture is positively associated with a service-oriented enterprise financial performance. Second, we provide empirical support that workforce motivation is a direct antecedent of both entrepreneurial orientation and financial performance of this set of service-oriented SMEs. Third, we show that the complementarity of brand-oriented culture and entrepreneurial orientation is a key predictor of SMEs financial performance. Our study equally shows that in terms of relative strength, the complementary effect of brand-oriented culture and entrepreneurial orientation exceeds t...

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Research paper thumbnail of Linking SMEs Profitability to Brand Orientation and Market-Sensing Capability: A Service Sector Evidence

Periodica Polytechnica Social and Management Sciences, 2016

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Research paper thumbnail of Institutional isomorphism and social media adoption – a study within the microenterprise context

Aslib journal of information management, Apr 5, 2022

PurposeUntil now, very little empirical research has focused on social media adoption behavior wi... more PurposeUntil now, very little empirical research has focused on social media adoption behavior within relatively small firms, and fewer still on adoption drivers within the specific context of microentrepreneurs, including that of micro-retailers. The purpose of this manuscript is to contribute to the study on social media adoption at the firm level by focusing on the specific role of institutional pressures, as captured by coercive, mimetic and normative pressures, in the initial adoption of social media in the context of micro-retailers.Design/methodology/approachThis study, based on self-administered questionnaires, collected data from more than 200 micro-retailers in an emerging market and utilized the partial least squares modeling approach.FindingsFindings reveal that normative and mimetic (not coercive) pressures are critical to initial adoption. Additional analysis, though not directly the center of attention in the study, indicates that both coercive and normative pressures are critical to continued adoption, especially for retailers who currently use social media to promote their businesses.Originality/valueThis study represents one of the few attempts to extend the institutional theory to study social media adoption behavior in the firm. In addition, it is the first in the literature to extend the theory to social media adoption within the context of microenterprises, primarily micro-retailers, who form the significant majority in the world.

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Research paper thumbnail of Author response for "Modeling the acceptance and resistance to use mobile contact tracing apps: a developing nation perspective

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Customer centricity: an empirical analysis in the micro-sized firm

Journal of Strategic Marketing, Jan 18, 2019

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Effects of customer characteristics and service quality on share of wallet in neighbourhood shops based on an asymmetric approach

European Business Review, Apr 1, 2022

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Modeling the acceptance and resistance to use mobile contact tracing apps: a developing nation perspective

Online Information Review

PurposeThis study proposes and validates an integrated theoretical model involving the theory of ... more PurposeThis study proposes and validates an integrated theoretical model involving the theory of planned behavior (TPB), health belief model (HBM), personal norms and information privacy to understand determinants of acceptance and resistance to the use of mobile contact tracing app (MCTA) in a pandemic situation.Design/methodology/approachThis study draws on online surveys of 194 research respondents and uses partial least squares structural equation modeling (PL-SEM) to test the proposed theoretical model.FindingsThe study establishes that a positive attitude towards MCTA is the most important predictor of individuals' willingness to use MCTA and resistance to use MCTA. Furthermore, barriers to taking action positively influence resistance to the use of MCTA. Personal norms negatively influence resistance to the use of MCTA. Information privacy showed a negative and positive influence on willingness to use MCTA and use the resistance of MCTA, respectively, but neither was stat...

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Research paper thumbnail of Customer-brand Disidentification Scale

PsycTESTS Dataset

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Cultural influences on future transportation technology usage: The role of personal innovativeness, technology anxiety and desire

International Journal of Consumer Studies

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Effects of customer characteristics and service quality on share of wallet in neighbourhood shops based on an asymmetric approach

European Business Review

Purpose The purpose of this paper is to increase the understanding of customer share of wallet (S... more Purpose The purpose of this paper is to increase the understanding of customer share of wallet (SoW) based on research in customer characteristics and the retail service quality model. Specifically, this study adopts an asymmetrical modelling approach to provide insights into the necessary and sufficient conditions leading to increased customer SoW in the context of neighbourhood shops in Southern Africa. Design/methodology/approach This study uses fuzzy-set qualitative comparative analysis to analyse survey data collected from 523 current customers of the shops. Findings This study reveals that large household size and low income are necessary conditions for increased SoW. It also reveals five unique customer profiles, or casual recipes, associated with increased customer SoW. More generally, this study demonstrates that service quality constituents (personal interaction, reliability, policy and physical aspects of the shop) and customer characteristics, namely, relationship durati...

Bookmarks Related papers MentionsView impact

Research paper thumbnail of B2B brand marketing in Africa? An exploratory investigation of B2B buyers' perception of supplier brands

Industrial Marketing Management

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Research paper thumbnail of A two-country study on the psychological antecedents to cryptocurrency investment decision-making

Journal of Global Information Technology Management

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Transitioning to Online Teaching During the Pandemic Period: The Role of Innovation and Psychological Characteristics

Innovative Higher Education

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Customers perceptions regarding CSR: A study among retail banks' customers in Nigeria

This study specificially examines how CSR beliefs influence bank loyalty in Nigeria and it introd... more This study specificially examines how CSR beliefs influence bank loyalty in Nigeria and it introduces brand trust and bank reputation as mediating factors

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Facilitating mCommerce Growth in Nigeria through mMoney Usage: A Preliminary Analysis

Interdisciplinary Journal of Information, Knowledge, and Management, 2016

A general belief is that Mobile Money (mMoney) has the catalytic effect of spurring mCommerce gro... more A general belief is that Mobile Money (mMoney) has the catalytic effect of spurring mCommerce growth and driving financial inclusion in developing nations like Nigeria. In Nigeria, mMoney service is certainly a new financial service innovation in the country, and as a result critical issues surrounding its early critical mass adoption, including its perceived usefulness, remain largely opaque. In this paper, our aim was to explore factors influencing perceived usefulness of mMoney by using the extended technology acceptance model (TAM) as the theoretical underpinning of our work. This work is based on a usable sample of 127 respondents from two major cities in Nigeria. Overall, the study’s results indicate that perceived regulator assurance, service affordability, convenience, proximity to the nearest bank branch, and worry over ease of use are significant predictors of mMoney perceived usefulness. The work helps shed new insights about the significant factors that are closely relat...

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Understanding marketing resources and size in agro-based enterprises

Marketing Intelligence & Planning, 2018

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Understanding customer-perceived quality in informal stores

Journal of Services Marketing, 2019

PurposeAlthough customer-perceived quality (CPQ) has been studied for years, very little is known... more PurposeAlthough customer-perceived quality (CPQ) has been studied for years, very little is known about the implications of CPQ to informal retail stores particularly in collectivist and high uncertainty avoidance societies like Nigeria. More specifically, this study aims to investigate the indirect implications of CPQ to post-purchase behaviour primarily word-of-mouth (WoM) communication which is even more critical for customer acquisition in the research context. By so doing, it develops a contextualised model in which the emerging concept of commercial friendship (CF) is incorporated to mediate the relationship between CPQ and WoM communication.Design/methodology/approachUsing a survey-based design, data were gathered from 372 informal merchants’ customers. Structural equation modelling technique primarily PLS-SEM (partial least squares structural equation modelling) was used in analysing the data.FindingsThe data confirm that the multifaceted CPQ construct has an important impli...

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Complementary Impact of Capabilities and Brand Orientation on SMBS Performance

Journal of Business Economics and Management, 2016

The purpose of this study is to analyse the interrelationships among capabilities and brand orien... more The purpose of this study is to analyse the interrelationships among capabilities and brand orientation and their effect on performance of the small and medium-sized businesses. A data set of 181 effective responses is collected and Partial Least Squares was used. The main drivers of customer performance are brand orientation and adaptive and brand promotional capabilities, while financial performance is determined by brand promotional and e-marketing capabilities and by customer performance. Brand orientation directly influences adaptive and brand promotional capabilities, while e-marketing capability is positively influenced by brand promotional capability. SMBs operating in the developing economy context need to combine multiple capabilities and brand orientation with focus on building e-marketing capability to improve financial performance. This research study is one of the first in the South-eastern European context to offer evidence-based insights on the structural relations a...

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015

To date there is hardly any empirical evidence in academic literature that branding, particularly... more To date there is hardly any empirical evidence in academic literature that branding, particularly brand promotion and brand image perception, plays any significant role in the performance of small-sized agribusiness, especially those in the Sub-Saharan (SSA) region. This study was triggered by the need to fill this vacuum. Survey data were collected from small-sized agribusiness firms in one of the SSA economic ‘powerhouses’, which is Nigeria. Employing a contemporary research technique, specifically the Consistent Partial Least Square Structural Equation Modeling (denoted as PLSc), the study found that both brand promotion and brand image perception are instrumental for enhancing the organizational performance of small agribusinesses. In sum, the findings lend empirical support to the extant literature on brand promotion and brand image perception as precursors to the performance of firms regardless of a its size and business location. The implications of study, limitation and futu...

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Towards achieving strong customer loyalty in the financial services industry

International Journal of Bank Marketing, 2018

Purpose The purpose of this paper is to develop a better understanding of the practical matter of... more Purpose The purpose of this paper is to develop a better understanding of the practical matter of customer loyalty (CLOY) in the banking industry context. As such, this paper explores, in detail, the antecedent factors to building strong CLOY. More specifically the focus is on the constructs of customer care (CARE), product/service offerings appeal (PSOA), customer satisfaction (CSAT) and brand trust (TRUS). Design/methodology/approach This wok relies purely on a positivist research paradigm. In doing so, structured questionnaires were administered to research subjects. For statistical processing, the PLS-SEM technique was deemed appropriate. Findings The two biggest takeaways of this work are the findings about the indirect influence of PSOA and CARE on CLOY. This paper reveals the relations to be sequentially mediated by CSAT and TRUS. Besides, data support the mediating effect of CSAT on CARE-TRUS link, as well as the mediation of TRUS on CSAT-CLOY link. Other findings indicate P...

Bookmarks Related papers MentionsView impact

Research paper thumbnail of How brand-oriented culture and entrepreneurial orientation influence financial services SMEs financial performance? An empirical study

This paper is aimed at examining the interplay between brand-oriented culture, entrepreneurial or... more This paper is aimed at examining the interplay between brand-oriented culture, entrepreneurial orientation, workforce motivation and the financial performance of SMEs in a selected services sector, that of the financial services industry and in the context of a Sub-Saharan African economy. The contributions of this article to the fledgling SMEs marketing literature are threefold. First, we show that a brand-oriented culture is positively associated with a service-oriented enterprise financial performance. Second, we provide empirical support that workforce motivation is a direct antecedent of both entrepreneurial orientation and financial performance of this set of service-oriented SMEs. Third, we show that the complementarity of brand-oriented culture and entrepreneurial orientation is a key predictor of SMEs financial performance. Our study equally shows that in terms of relative strength, the complementary effect of brand-oriented culture and entrepreneurial orientation exceeds t...

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Linking SMEs Profitability to Brand Orientation and Market-Sensing Capability: A Service Sector Evidence

Periodica Polytechnica Social and Management Sciences, 2016

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Institutional isomorphism and social media adoption – a study within the microenterprise context

Aslib journal of information management, Apr 5, 2022

PurposeUntil now, very little empirical research has focused on social media adoption behavior wi... more PurposeUntil now, very little empirical research has focused on social media adoption behavior within relatively small firms, and fewer still on adoption drivers within the specific context of microentrepreneurs, including that of micro-retailers. The purpose of this manuscript is to contribute to the study on social media adoption at the firm level by focusing on the specific role of institutional pressures, as captured by coercive, mimetic and normative pressures, in the initial adoption of social media in the context of micro-retailers.Design/methodology/approachThis study, based on self-administered questionnaires, collected data from more than 200 micro-retailers in an emerging market and utilized the partial least squares modeling approach.FindingsFindings reveal that normative and mimetic (not coercive) pressures are critical to initial adoption. Additional analysis, though not directly the center of attention in the study, indicates that both coercive and normative pressures are critical to continued adoption, especially for retailers who currently use social media to promote their businesses.Originality/valueThis study represents one of the few attempts to extend the institutional theory to study social media adoption behavior in the firm. In addition, it is the first in the literature to extend the theory to social media adoption within the context of microenterprises, primarily micro-retailers, who form the significant majority in the world.

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