Business Perspective Review
type: channel
description: Business Perspective Review (BPR) [ISSN 2691-039X] is an international open-access scholarly journal published twice a year in looseleaf format. All manuscripts submitted to the journal pass through a double-blind peer-review process. BPR covers a wide range of topics under the general purview of business and management. Following are the indexing platforms of the Journal: Google Scholar: Each article will be visible in the Google Scholar account within 2-5 days of publication Crossref: Each article is assigned with a Doi from Crossref CORE [UK] PKP Index [Canada] WorldCat [USA] BASE [Denmark] Directory of Research Journals Indexing [DRJI] ResearchBib Please register/login and submit your article. If you face any issues with online submission, you may send your article to riieditor1971@gmail.com
publisher: Research & Innovation Initiative
language: en
publication name: Business Perspective Review
issn: 2691-039X
items: Remote Work and Organizational Culture
items: Implications of Celebrity Endorsement on Brand Equity
items: Mobile Money and the Dynamics of Income Inequality
items: Human Resource Management Practices and Employee Commitment:
items: Does the Use of Social Media Improve Academic Performance?
items: An Empirical Insight into the Influence of the Names of Bars on Their Growth and Development in Bamenda III, Cameroon
items: Circular Economy and Corporate Sustainability in Bangladesh's Ready-Made Garment Industry
items: In-Store Social Cues and Impulse Purchasing Behavior at Supermarkets
items: Firm-Level and Macroeconomic Influences on the Profitability of Textile Industries in Bangladesh
items: Enhancing Consumer Purchases through Store Design
items: Does Corporate Governance Influence Auditor Choice in an Emerging Economy?
items: Implications of Brand Awareness on Repeat Purchases in the Refined Palm Oil Sector in Cameroon
items: The Effect of Celebrity Endorsement on Consumer Brand Loyalty
items: Exploring the Virtual Reality in Tourism Marketing for Improving Efficiency and Better Consumer Experience
items: Performance of Domestic Airlines in Kenya
items: Utilizing Dispute Resolution Mechanisms (DRMs) for Conflict Settlement in Public-Private Partnership (PPP) Education Infrastructure Development
items: Fintech for Sustainability in Business and Economics Research
items: The Effects of Family Culture and Marital Decisions of the Business Owners on Access to Financing of Very Small Businesses
items: Industry-4, Big Data, and Blockchain Research Prospects in Supply Chain Domain
items: Navigating the Bangladeshi Market: Unlocking Market Entry Opportunities for STARBUCKS
items: Talent Management and Organizational Performance
items: Nexus Between In-Store Design Cues and Impulse Purchasing Behavior at Supermarkets in Yaoundé, Cameroon
items: Strategic Choices of Moroccan Agri-food SME Exporters
items: Positive Affectivity and Employee Engagement
items: Enhancing Agripreneurship and Agricultural Technology Adoption to Reduce Poverty
items: Investigating Employee Green Behavior through Perceived Organizational Support for the Environment in the Hotel Industry
items: Mobile Internet Service Preferences of Young Customers
items: Absorptive Capabilities as Determinants of Economic Sustainability of Small and Medium-Scale Enterprises
items: Influence of Advertisements on Consumer Behavior
items: Organizational Culture and Organizational Sustainability in the Hotel Industry

Remote Work and Organizational Culture
type: item
description: Purpose: This paper equates the notions of Remote Work (RW) and Organizational Culture (OC) to determine their effect on the performance outcome of employees in the post-pandemic period. It also examines the mediating role of Employee Engagement (EE) in this association and the moderating effect of Communication Technology (CT) on the OCEE relationship. Method: A quantitative research method was used to collect data via a structured questionnaire administered to employees across different sectors and organizational types. Testing of the hypothesized relationships was conducted using Structural Equation Modeling (SEM), which enabled the exploration of direct, indirect, and moderating effects across the integrated model constructs. Results: The empirical results demonstrate that OC has a substantial positive impact on employee outcomes, with EE mediating this effect to a considerable degree. The moderation analysis also shows that the beneficial OC, the advanced CT, augments the EE relationship. This data, in turn, underscores the importance of an adequate communication infrastructure for maintaining cultural integrity and promoting involvement in remote work environments. Implications: The study will provide strategic guidance on designing hybrid work modalities. To prevent engagement attrition and maximize the performance of remote workers, organizations should build a digital-first culture and invest in cohesive communication technologies. Originality/Value: The study presents a new, holistic theoretical framework that integrates mediation and moderation processes, filling a significant gap in the remote-work literature regarding the systemic role of technology in sustaining organizational culture and supporting engagement.
subject: Articles
  topic: section
subject: Remote work
  topic: keywords
subject: Organizational Culture
  topic: keywords
subject: Work Engagement
  topic: keywords
subject: Communication Technology
  topic: keywords
subject: Job Performance
  topic: keywords
creator: Sabbir Hossain Mehedi
creator: Md Bashir Uddin
creator: Ishita Roy
creator: Rasel Ahamed
creator: Md Yeanur Rahman
creator: S.M. Shahariar Zaman
creator: Md Tuhin Hossain
rights: Copyright (c) 2025 Sabbir Hossain Mehedi, Md Bashir Uddin, Ishita Roy, Rasel Ahamed, Md Yeanur Rahman, S.M. Shahariar Zaman, Md Tuhin Hossain http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-12-26
publication date: 2025-12-26
starting page: 207
ending page: 219
doi: 10.38157/bpr.v7i1.735

Implications of Celebrity Endorsement on Brand Equity
type: item
description: Purpose: The increasing reliance on celebrity endorsements in Cameroon's telecommunications sector has raised critical questions about their effectiveness in strengthening brand equity. This study examines the implications of celebrity endorsement (Celebrity trustworthiness, celebrity attractiveness, and celebrity popularity) for consumer brand equity among leading telecommunications companies in Cameroon. Methods: This study used a quantitative cross-sectional research design. Using a causal research approach, 602 questionnaires were administered both in person and online (via Google Forms) to telecoms subscribers. The multiple correspondence analysis was used to construct indices for celebrity trustworthiness, attractiveness, and popularity. The Ordinary Least Squares (OLS) and the Seemingly Unrelated Regression (SUR) were used to test the hypotheses. Results: The overall results indicate a positive and significant effect of celebrity endorsement on brand equity in Cameroon's telecommunications industry. All three constructs of celebrity endorsement were positive and significant at the 1% level. Celebrity popularity had the most tremendous impact on Brand equity, followed by celebrity trustworthiness. Celebrity attractiveness had the least impact on brand equity in Cameroon's telecommunications industry. Implications: The study found that improving celebrity endorsement deals within a company increases consumer brand equity. Managers and Marketers should therefore focus more on getting celebrity endorsers who are popular and credible. Celebrity attractiveness is important, but should not be the main criterion in choosing an endorser. Decision-makers can rely on these insights to make strategic decisions within their companies.
subject: Articles
  topic: section
subject: Celebrity Endorsement
  topic: keywords
subject: Brand Equity
  topic: keywords
subject: Telecommunication Sector
  topic: keywords
creator: Gwendoline Keli Ressinwi Bombey
creator: Saidou Baba Oumar
creator: Ndam Mama
rights: Copyright (c) 2025 Gwendoline Keli Ressinwi Bombey, Saidou Baba Oumar, Ndam Mama http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-11-28
publication date: 2025-11-28
starting page: 150
ending page: 161
doi: 10.38157/bpr.v7i1.732

Mobile Money and the Dynamics of Income Inequality
type: item
description: Purpose: This article examines the relationship between mobile money adoption and income inequality in Arua City, Uganda. Although mobile money is often promoted as a tool for financial inclusion, its distributional outcomes remain underexplored. Methods: The study uses a mixed qualitative approach, combining household surveys, econometric analysis, and interviews to examine how mobile money affects income disparities. This methodology provides a comprehensive quantitative insight into usage patterns, household income distribution, and individual experiences. Results: Results indicate that mobile money facilitates financial participation, enhances household resilience, and expands economic opportunities, particularly for marginalized groups. However, unequal uptake driven by differences in education, digital literacy, and access to complementary financial services creates a paradox: while mobile money reduces some barriers to inclusion, it simultaneously risks amplifying socioeconomic divides. Implications: The study advances the literature on digital finance by highlighting the context-specific mechanisms through which mobile money influences income inequality. Policy implications point to the need for targeted interventions that strengthen digital capabilities, expand access across income groups, and ensure that financial innovation contributes to equitable development.
subject: Articles
  topic: section
subject: Mobile money
  topic: keywords
subject: income inequality
  topic: keywords
subject: Socioeconomic Inequality
  topic: keywords
subject: financial inclusion,
  topic: keywords
subject: digital finance
  topic: keywords
creator: Marus Eton
creator: Johnson Ocan
creator: Bernard Patrick Ogwel
creator: Felix Adiburu Andama
rights: Copyright (c) 2025 Marus Eton, Johnson Ocan, Bernard Patrick Ogwel, Felix Adiburu Andama http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-11-29
publication date: 2025-11-29
starting page: 162
ending page: 177
doi: 10.38157/bpr.v7i1.730

Human Resource Management Practices and Employee Commitment:
type: item
description: Purpose: This study examined the relationship between Human Resource Management Practices (HRMP) and employee commitment in Non-Governmental Organizations (NGOs) operating in crisis-affected regions of Cameroon. The study aimed to investigate how HRMP dimensions, specifically effective communication, justice and fairness practices, employee involvement and participation, and job security, affect the commitment of employees working in fragile humanitarian settings, encompassing affective, normative, and continuance commitment. Methods: A quantitative approach was employed, using a cross-sectional, correlational research design. Data were collected at a single point in time from staff across 110 NGOs in the South West, North West, and Far North Regions, selected purposively to ensure representation of organizations actively engaged in humanitarian response. Seemingly Unrelated Regression (SUR) and multivariate ordinary least squares (OLS) were used to estimate the effects of HRMP dimensions on employee commitment. Results: The findings revealed that effective communication had a significant and positive influence on overall, affective, and normative commitment, while exhibiting a negative relationship with continuance commitment. Similarly, job security was positively and significantly associated with overall, affective, and normative commitment, but negatively associated with continuance commitment. Implications: The study offers actionable insights for NGO managers, policymakers, and donors operating in fragile and conflict-affected contexts by promoting the institutionalization of transparent communication systems and ensuring job security. Originality: This research contributes to the limited empirical literature on HRMP and employee commitment in crisis-affected environments, particularly within Cameroon’s NGO sector. Limitations: The study relied on self-reported data collected at a single point in time, which may introduce response bias and limit causal inferen…
subject: Articles
  topic: section
subject: Crisis Regions
  topic: keywords
subject: Effective Communication
  topic: keywords
subject: Employee Commitment
  topic: keywords
subject: HRM Practices
  topic: keywords
subject: Job Security
  topic: keywords
subject: NGOs
  topic: keywords
creator: Yangni Collins Degoh
creator: Jumbo Urie Eleazar
creator: Arrey Mbayong Napoleon
rights: Copyright (c) 2025 Yangni Collins Degoh, Jumbo Urie Eleazar, Arrey Mbayong Napoleon http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-11-19
publication date: 2025-11-19
starting page: 135
ending page: 149
doi: 10.38157/bpr.v7i1.729

Does the Use of Social Media Improve Academic Performance?
type: item
description: Purpose: The current research examines the impact of various factors, including learning engagement, psychological effects, social interaction, and changes in behavioral patterns by using social media at the tertiary level, on university students' academic performance. Methods: A total of 389 students completed structured questionnaires assessing their behaviors and attitudes that impact their academic performance. Quantitative data analysis included reliability analysis and regression models to assess the magnitude of factors related to social media and their impact on key educational outcomes. Findings: Academic performance is highly contingent on learning engagement, social interaction, and changes in behavioral patterns. However, the impact of psychological effects on academic results is negligible. The results suggest that social media holds promise as an auxiliary support for educational engagement when integrated thoughtfully within academic environments. Implications: This study contributes to the limited body of evidence quantifying the direct educational impact of social media among Bangladeshi university students. Institutions that consider social media a learning tool should develop clear guidelines to maximize potential benefits, such as collaboration and the sharing of educational resources, while mitigating risks, including distraction and overuse.
subject: Articles
  topic: section
subject: Social media
  topic: keywords
subject: academic performance
  topic: keywords
subject: tertiary level education
  topic: keywords
creator: Julia Parveen
creator: Adiba Nazia
creator: Mir Md Tariqul Alam
rights: Copyright (c) 2025 Julia Parveen, Adiba Nazia, Mir Md Tariqul Alam http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-12-04
publication date: 2025-12-04
starting page: 178
ending page: 192
doi: 10.38157/bpr.v7i1.727

An Empirical Insight into the Influence of the Names of Bars on Their Growth and Development in Bamenda III, Cameroon
type: item
description: Purpose: The purpose of this study is to investigate the influence of business name on the growth and development of bars in Bamenda III. Methods: Data for this study were obtained with the help of a structured questionnaire from 140 respondents randomly selected. The data were analyzed in SPSS 20 and in Stata 14, employing both descriptive and inferential statistics. Results: Ordinary least squares results indicate that the name score, access to business financing, the size of the management team, and the legal status of the business are positively associated with the growth and development of Bars in Bamenda III. Implications: From a policy perspective, choose a name that is memorable, unique, and easy to pronounce, consider the target market when choosing a name, as this can affect customer perception and behavior, choose a name that aligns with the brand image and values of the business, conduct market research to determine the effectiveness of the desired name before implementing it and continuously monitor customer feedback and adjust the business name if necessary. Originality: This study is original in that it explores the relationship between business names and the success of bars in Bamenda III. While there have been studies on the impact of branding on business success, there has been limited research specifically focused on the effect of business names on bars in Bamenda III. Limitations: One potential limitation of this study is the risk of sampling bias, as the sample will consist only of bar owners and customers in Bamenda III. Additionally, the study may be limited by the subjective nature of the data, as perceptions of success and the impact of business names may vary among individuals.
subject: Articles
  topic: section
subject: Business name
  topic: keywords
subject: Growth
  topic: keywords
subject: Development
  topic: keywords
subject: Bamenda III
  topic: keywords
creator: Andrew Wujung Vukenkeng
rights: Copyright (c) 2025 Andrew Wujung Vukenkeng http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-12-18
publication date: 2025-12-18
starting page: 193
ending page: 206
doi: 10.38157/bpr.v7i1.726

Circular Economy and Corporate Sustainability in Bangladesh's Ready-Made Garment Industry
type: item
description: Purpose: The ready-made garments sector in Bangladesh contributes to 81.82% of national exports and employs well over four million workers. Nonetheless, this sector encounters substantial challenges in implementing circular economy principles to achieve corporate sustainability. This study identifies essential factors that can enhance corporate sustainability in the ready-made garments sector of emerging economies by addressing significant issues, challenges, and opportunities related to supply chain management, technology, government policies, and circular economy principles. The study presents a research paradigm for achieving corporate sustainability based on a rigorous evaluation of the literature. Methods: The study employs systematic reviews using the PRISMA strategy to retrieve comprehensive documentation. This methodology enables a comprehensive scoping of exploratory themes, adjusting search terms repeatedly to gather interdisciplinary perspectives on the integration of corporate sustainability into the circular economy. Results: The research highlights the importance of corporate sustainability within the Bangladeshi ready-made garments sector, focusing on technology, government involvement, supply chain dynamics, and the circular economy. Despite financial limitations, infrastructural challenges, and talent deficiencies, the industry has the potential for environmental, social, economic, and political sustainability. Originality: This study presents a novel framework that examines the interplay of technological capabilities, supply chain flexibility, governmental influence, and the circular economy within Bangladesh's ready-made garment sector, aiming to achieve corporate sustainability. Implications: The research offers industry practitioners valuable insights for enhancing technical training, implementing regulatory reforms, and advancing infrastructure development, thereby facilitating an effective transition to a circular economy. This understanding c…
subject: Articles
  topic: section
subject: Circular Economy
  topic: keywords
subject: Corporate Sustainability
  topic: keywords
subject: Ready-Made Garments Industry
  topic: keywords
subject: Technological Capabilities
  topic: keywords
subject: Bangladesh
  topic: keywords
creator: Dr. Motafizur Rahman
creator: Jannatun Nur Jui
creator: Md. Nafis Sadiq Noor
rights: Copyright (c) 2025 Dr. Motafizur Rahman, Jannatun Nur Jui, Md. Nafis Sadiq Noor http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-11-09
publication date: 2025-11-09
starting page: 102
ending page: 119
doi: 10.38157/bpr.v7i1.724

In-Store Social Cues and Impulse Purchasing Behavior at Supermarkets
type: item
description: Purpose: This study aims to evaluate the association between impulse buying behavior and in-store social cues (salespeople, presence of other customers, and in-store events) at supermarkets in Yaoundé, Cameroon. The moderating influences of gender and age on this association are also examined. Methods: Based on Leon Festinger's social comparison theory (1954), the study used a quantitative design and a model comprising three exogenous factors, two moderating variables, and one endogenous variable to direct the investigation. A total of 429 customers from four selected supermarkets participated in the surveys, which were conducted both in-person and online. Indexes for product placement, signage, point-of-sale displays, and store layouts were created using multiple correspondence analyses. The study's hypotheses were tested using the ordinary least squares estimation approach. By combining the two moderating variables with the elements of in-store design cues, the moderating effects of age and gender were examined. Results: The findings revealed that the behavior of sales associates and the presence of other shoppers significantly stimulated impulse buying in Yaoundé supermarkets, consistent with established theories and empirical studies. While in-store events showed a negative and insignificant effect, this suggests context-specific factors may influence their effectiveness. Gender did not significantly moderate these relationships, but age played a crucial role, with older customers being more responsive to environmental and social cues. The overall significant influence of social cues suggests that shoppers perceived the in-store social elements as both exciting and appealing. Implications: These findings underscore the importance of retail strategies that harness social influence, tailored to demographic variations. Cameroonian supermarkets should prioritize empowering and training their sales staff to ensure a positive customer experience. Creating a friendly a…
subject: Articles
  topic: section
subject: Social Cues
  topic: keywords
subject: Sales Associates
  topic: keywords
subject: Impulse Purchase
  topic: keywords
subject: Shoppers
  topic: keywords
subject: In-store events
  topic: keywords
creator: Fidelis Vernyuy Sigimi
creator: Neba Noela Buwah
rights: Copyright (c) 2025 Fidelis Vernyuy Sigimi, Neba Noela Buwah http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-11-18
publication date: 2025-11-18
starting page: 120
ending page: 134
doi: 10.38157/bpr.v7i1.722

Firm-Level and Macroeconomic Influences on the Profitability of Textile Industries in Bangladesh
type: item
description: Purpose: The objective of this research is to investigate the firm-specific and macroeconomic factors that influence the profitability of textile industries in Bangladesh. Methods: In this study, the financial statements of thirty-eight textile firms from 2017 to 2023 were examined. The websites of the International Monetary Fund, the World Bank, and the Bangladesh Bank were utilized to gather macroeconomic statistics. The panel data were analyzed using a random-effect regression model. Results: The results show that firm-specific characteristics such as liquidity, managerial efficiency, capital intensity, and earnings after tax (EAT)as a ratio of total assets improve the ROA of textile industries in Bangladesh. However, firm-specific characteristics such as firm size have a detrimental influence on the profitability of Bangladesh's textile industry. Additionally, macroeconomic variables such as real interest rates have a substantial impact on the ROA of Bangladesh's textile sector. Additionally, the study found that firm age, board size, GDP growth rate, and exchange rate had no significant impact on the profitability of textile firms in Bangladesh. Implications: The study makes a valuable contribution to understanding the issues affecting the profitability of textile industries in Bangladesh and offers insights into measures that can be taken to enhance their financial performance. Originality: This study is novel in its integration of firm-level and macroeconomic factors to evaluate profitability in Bangladesh's textile sector, utilizing recent panel data (2017–2023). It provides a comprehensive perspective through random-effects regression and emphasizes previously under-examined variables, such as the EAT ratio and real interest rates.
subject: Articles
  topic: section
subject: ROA
  topic: keywords
subject: Bank-specific variables
  topic: keywords
subject: Macro-economic factors
  topic: keywords
subject: Random Effect Regression
  topic: keywords
subject: Textile Industries
  topic: keywords
subject: Bangladesh
  topic: keywords
creator: Md. Amdadul Hoque
rights: Copyright (c) 2025 Md. Amdadul Hoque http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-07-24
publication date: 2025-07-24
starting page: 90
ending page: 101
doi: 10.38157/bpr.v7i1.710

Enhancing Consumer Purchases through Store Design
type: item
description: Purpose: This study explores the impact of store atmospherics—specifically music, aroma, lighting & color, and texture & feel—on consumer purchasing decisions in the shop setting. It aims to determine which sensory elements most significantly influence buying behavior, thereby guiding businesses in designing more effective in-store environments. Methods: The study employed SmartPLS 3.2.3 and Partial Least Squares Structural Equation Modeling (PLS-SEM) to conduct a two-step analysis process. First, the measurement model was checked to ensure the reliability and validity of the constructs. Then, the structural model was evaluated to test the hypothesized relationships among the variables. To conduct the survey, a self-administered questionnaire was distributed among the customers. A total of 350 responses were obtained from participants selected using convenience sampling. Results: All four atmospheric variables were found to have a statistically significant influence on purchasing decisions. Lighting and color emerged as the strongest predictors (β = 0.404, p < 0.001), followed by texture and feel (β = 0.341, p < 0.001), music (β = 0.140, p = 0.021), and aroma (β = 0.111, p = 0.037). Implications: The findings highlight the strategic value of sensory design in retail environments. Retailers and marketers can leverage these insights to craft immersive in-store experiences that enhance customer engagement and drive sales. Originality: This research contributes to the limited empirical literature on sensory marketing in developing countries, particularly by quantifying the comparative effects of different atmospheric cues in a single model. Limitations: The study is limited by its focus on only four sensory dimensions and a relatively small sample size, which may constrain the generalizability of the findings. Future research should consider broader sensory inputs and a more diverse consumer population.
subject: Articles
  topic: section
subject: Atmospheric Alchemy
  topic: keywords
subject: Aroma
  topic: keywords
subject: Music
  topic: keywords
subject: Feel
  topic: keywords
subject: Texture
  topic: keywords
subject: Purchase Decision
  topic: keywords
subject: Store Design
  topic: keywords
creator: Tahmina Reza
rights: Copyright (c) 2025 Tahmina Reza http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-07-24
publication date: 2025-07-24
starting page: 76
ending page: 89
doi: 10.38157/bpr.v7i1.708

Does Corporate Governance Influence Auditor Choice in an Emerging Economy?
type: item
description: Purpose: This study examines how corporate governance mechanisms influence the selection of Big 4 auditors, with a particular focus on the moderating role of ownership structure. Specifically, it compares family and non-family firms to determine whether governance characteristics affect auditor choice differently across these two types of firms. Method: Using panel data from 109 manufacturing firms listed on the Dhaka Stock Exchange between 2013 and 2019 (681 firm-year observations), the study employs logistic regression analysis to investigate the determinants of Big4 auditor selection. Result: The findings reveal that board size is positively associated with the likelihood of engaging a Big4 auditor. In contrast, the frequency of board meetings shows a consistent negative association across both family and non-family firms. Sub-sample analyses reveal that in non-family firms, board size, audit committee size, and audit committee meeting frequency are positively associated with the choice of a Big 4 auditor. In contrast, for family firms, board gender diversity has a positive effect, whereas audit committee size and meeting frequency are negatively associated with the likelihood of selecting a Big 4 auditor. Implications: These results suggest that ownership structure significantly moderates the relationship between governance variables and auditor choice. The study provides novel evidence from an emerging economy, offering insights for policymakers, regulators, and corporate stakeholders aiming to enhance audit quality and corporate transparency through tailored governance reforms.
subject: Articles
  topic: section
subject: Audit committee
  topic: keywords
subject: Big4
  topic: keywords
subject: Corporate governance
  topic: keywords
subject: Confidence gap theory
  topic: keywords
subject: Family firms
  topic: keywords
creator: Sadia Afrose
creator: Mehedi Hasan
creator: Tasneem Nova
creator: Saimoon Hasan
rights: Copyright (c) 2025 Sadia Afrose, Mehedi Hasan, Tasneem Nova, Saimoon Hasan http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-06-23
publication date: 2025-06-23
starting page: 58
ending page: 75
doi: 10.38157/bpr.v7i1.701

Implications of Brand Awareness on Repeat Purchases in the Refined Palm Oil Sector in Cameroon
type: item
description: Purpose: In highly competitive commodity markets like Cameroon’s refined palm oil industry, brand awareness is often assumed to drive customer retention. However, empirical evidence remains inconclusive. This study investigates whether brand awareness significantly influences repeat purchases in such homogeneous markets, addressing a critical gap in the literature while offering practical insights for marketers. Methods: Using a quantitative cross-sectional design, data were collected via an online survey from 423 consumers, selected through convenience sampling. Brand awareness was measured through recall, image, association, and trust, while repeat purchases were assessed via frequency, loyalty intention, switching resistance, and advocacy. Ordinary Least Squares (OLS) regression and Maximum Likelihood Structural Equation Modeling (ML-SEM) were employed to analyze the relationships, controlling for demographic variables like age, income, and education. Results: The study reveals a strong positive relationship (β = 0.649, p < 0.001) between brand awareness and repeat purchases, with brand association and image emerging as the most influential drivers. Price sensitivity also significantly impacted repeat purchase behavior, while demographic factors showed negligible effects. Implications: The findings validate the role of brand awareness in commoditized markets, suggesting that marketers should prioritize cognitive brand awareness, particularly through consistent messaging and trust-building, despite product homogeneity. Policymakers can leverage these insights to support local brands through quality certifications and consumer education. Limitations: The cross-sectional design limits causal inferences, and convenience sampling may affect generalizability. Future longitudinal or experimental studies could strengthen these findings.
subject: Articles
  topic: section
subject: Brand awareness
  topic: keywords
subject: Repeat purchases
  topic: keywords
subject: Commodity markets
  topic: keywords
subject: Maximum Likelihood Structural Equation Modeling
  topic: keywords
subject: Cameroon
  topic: keywords
creator: Akwo Kelvin Ndofor
creator: Mbu Daniel Tambi
creator: Neba Neola Buwah
rights: Copyright (c) 2025 Akwo Kelvin Ndofor, Mbu Daniel Tambi, Neba Neola Buwah http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-05-09
publication date: 2025-05-09
starting page: 32
ending page: 43
doi: 10.38157/bpr.v7i1.694

The Effect of Celebrity Endorsement on Consumer Brand Loyalty
type: item
description: Purpose: This study seeks to investigate the relationship between celebrity endorsement (celebrity similarity, celebrity attractiveness, and celebrity popularity) and brand loyalty in the city of Bamenda, Cameroon. It also examined the comparative analysis between the telecommunication and brewery industries in Bamenda, Cameroon. Method: This study employed a quantitative research design, incorporating surveys and causal research approaches. A total of 450 questionnaires were administered for each industry, including subscribers of telecommunication companies and consumers of brewery products in Bamenda, both in-person and online. 429 questionnaires were retained for telecommunication companies and 424 for brewery products. The multiple correspondence analysis was used to construct indices of celebrity endorsement and brand loyalty. The ordinary least squares (OLS) were used to test hypotheses. Results: Data analysis indicates that all three indicators of celebrity endorsement have a significant positive effect on consumer brand loyalty. Results for both the telecommunication and brewery industries are statistically significant at the 1% level. However, the impact of celebrity endorsement on consumer brand loyalty is significantly more pronounced in the telecommunications sector than in the brewery sector. The study concluded that enhancing celebrity endorsement features will substantially increase brand loyalty among consumers. Implications: This study has significant practical and theoretical implications for consumer behavior in developing countries, particularly Cameroon.
subject: Articles
  topic: section
subject: Brand loyalty,
  topic: keywords
subject: Celebrity endorsements
  topic: keywords
subject: Telecommunication
  topic: keywords
subject: Brewery
  topic: keywords
subject: Cameroon
  topic: keywords
creator: Blaise Yennika Tani
creator: Urie Eleazar Jumbo
creator: Neba Noela Buwah
rights: Copyright (c) 2025 Blaise Yennika Tani, Urie Eleazar Jumbo, Neba Noela Buwah http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-05-27
publication date: 2025-05-27
starting page: 44
ending page: 57
doi: 10.38157/bpr.v7i1.693

Exploring the Virtual Reality in Tourism Marketing for Improving Efficiency and Better Consumer Experience
type: item
description: Purpose: This study examines the transformative potential of Virtual Reality (VR) in tourism marketing, emphasizing its role in enhancing efficiency and sustainability. It aims to bridge the gap between theoretical advancements and practical applications of VR in tourism. Methods: A PRISMA-based systematic literature review was conducted, analyzing studies from 2021 onwards. The study explores various VR applications in tourism marketing, such as dynamic pricing, customer segmentation, and real-time personalization, while addressing challenges like data privacy and algorithmic bias. Results and Discussion: Findings indicate that VR enhances consumer engagement, improves travel decision-making, and fosters immersive destination branding. VR-driven marketing strategies, including virtual tours, interactive campaigns, and personalized experiences, have significantly influenced consumer behavior and increased booking conversion rates. However, challenges remain, such as accessibility barriers, high implementation costs, and potential discrepancies between virtual and real-world experiences. Implications: VR presents a strategic advantage for tourism marketers by offering immersive previews, enhancing customer trust, and supporting sustainability initiatives. Policymakers and industry leaders must address infrastructure and ethical concerns to maximize VR’s potential. Originality: This study provides a comprehensive overview of VR’s role in tourism marketing, integrating insights into its technological applications and market impact, which remain underexplored in current literature.
subject: Articles
  topic: section
subject: Virtual Reality,
  topic: keywords
subject: Tourism Marketing
  topic: keywords
subject: Predictive Analysis
  topic: keywords
subject: Consumer Engagement in VR
  topic: keywords
subject: Sustainable Tourism Innovation
  topic: keywords
creator: Raghib Abid
rights: Copyright (c) 2025 Raghib Abid http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-03-15
publication date: 2025-03-15
starting page: 15
ending page: 31
doi: 10.38157/bpr.v7i1.664

Performance of Domestic Airlines in Kenya
type: item
description: Purpose: The study sought to examine the effect of strategic management practices on the performance of domestic airlines in Kenya. This comes when the domestic airlines in Kenya face tremendous challenges orchestrated by dynamics in the operating environment and disruptions in the global markets. Domestic airlines have seen a surge in customer shuns rates due to low customer satisfaction. Moreover, most domestic airline players have faced a steady decline in sales revenues and overall market share. This raises the question of what could be the remedy to upscale organizational performance of domestic airlines. The study specifically addressed the effect of environmental scanning, strategy formulation, strategy implementation, and strategy evaluation on the performance of domestic airlines in Kenya. Methodology: The study employed a causal research approach and targeted 129 employees from 43 domestic Kenyan airlines. A questionnaire was used to collect primary data, which was analyzed using descriptive and inferential statistics. Results: The findings revealed that strategic management practices (environmental scanning, strategy formulation, strategy implementation, and strategy evaluation) significantly influenced the performance of domestic airlines in Kenya. Implications: Domestic airlines should expand and continue performing in the competitive market. Managers have the duty to integrate strategic management practices through vigorous environmental scanning, formulation of strategies that respond to market demands, effective implementation of developed strategies, and evaluation of implemented strategies to ensure they align with the external operating market for enhanced performance.
subject: Articles
  topic: section
subject: Strategic Management Practices
  topic: keywords
subject: Environmental Scanning
  topic: keywords
subject: Strategy Formulation,
  topic: keywords
subject: Strategy Implementation
  topic: keywords
subject: Strategy Evaluation
  topic: keywords
subject: Organizational Performance
  topic: keywords
subject: Domestic Airlines
  topic: keywords
subject: Kenya
  topic: keywords
creator: Georgina Shiboko Ichingwa
creator: Sarah Kamau
rights: Copyright (c) 2025 Georgina Shiboko Ichingwa, Sarah Kamau http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-03-15
publication date: 2025-03-15
starting page: 1
ending page: 14
doi: 10.38157/bpr.v7i1.661

Utilizing Dispute Resolution Mechanisms (DRMs) for Conflict Settlement in Public-Private Partnership (PPP) Education Infrastructure Development
type: item
description: Purpose: This study explores the deployment of Dispute Resolution Mechanisms (DRMs) in addressing conflicts inherent in Public-Private Partnerships (PPPs) for educational infrastructure, particularly in Nigerian universities. Methodology: Using purposive sampling, 126 questionnaires were administered to stakeholders, including private investors and university officials involved in PPP procurement. The study analyzed responses using descriptive statistics, including mean values, relative importance index (RII), and Henry Garrett ranking methods, to identify causes of dispute, prevention strategies, and DRM implementation frameworks. Results: The study identified 21 critical causes of dispute, ranging from excessive contract variations to inadequate risk allocation and trust deficits. Among 13 examined dispute prevention strategies, extensive stakeholder consultations and regular site meetings emerged as the most effective. Fast-track resolution processes were ranked as the most resourceful DRM, while litigation was the least preferred due to inefficiencies and costs. Implications: The findings emphasize integrating preventive measures and effective DRMs into PPP contracts to reduce disputes, ensure project sustainability, and align stakeholders. The study offers practical recommendations for incorporating DRMs into the PPP framework, enhancing project outcomes, and fostering investor confidence. Originality: This research provides a novel DRM framework tailored to the peculiarities of PPP conflicts in Nigerian universities, addressing the scarcity of focused studies on this topic. Limitations: The study is geographically limited to three universities in southwestern Nigeria, and findings may not fully represent other contexts or sectors.
subject: Articles
  topic: section
subject: contractual conflicts
  topic: keywords
subject: dispute prevention
  topic: keywords
subject: dispute resolution mechanisms (DRMs)
  topic: keywords
subject: education infrastructure
  topic: keywords
subject: PPP conflicts
  topic: keywords
creator: Stephen Femi Oyeyoade
creator: Olutayo Isaac AYORINDE
creator: Matthew Oluwole OYEWOLE
rights: Copyright (c) 2024 Stephen Femi OYEYOADE, Olutayo Isaac AYORINDE, Matthew Oluwole OYEWOLE http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2025-01-07
publication date: 2025-01-07
starting page: 54
ending page: 74
doi: 10.38157/bpr.v6i1.650

Fintech for Sustainability in Business and Economics Research
type: item
description: Purpose: Fintech for sustainability is pivotal for business and economics as it harnesses technology to drive environmentally and socially responsible practices while enhancing economic efficiency and growth. This paper discusses the research trends and future research implications of fintech in sustainable economic operations. Methods: This study extracted scholarly articles from the Scopus database and adopted the PRISMA framework and bibliographic analysis to uncover publication trends, research, affiliation, geographical circumstances, keywords trends, thematic trends, and bibliographic coupling to assess current practices and pinpoint future research directions of fintech to adopt the wider sustainability practices in business and economy. Results: Steady progress has been made in developing fintech applications to achieve sustainability. There is notable research collaboration in both developing and developed economies. Recent keyword trends indicate a growing interest in sustainability and digital transformation. The thematic map demonstrates that the digital economy is a well-established topic. However, there is a need for new research in financial technology-based climate solutions to address significant sustainability gaps. This study identified the impact of emerging financial technologies on sustainability as a widely researched area. We suggested the connection between sustainability and the fintech ecosystem, sustainable financial inclusion, open fintech innovation, and fintech stability as potential areas for future research to expedite fintech adoption in sustainability goals. Implications: Researchers, regulators, and policymakers can utilize the conclusions drawn from the research questions to craft a distinctive framework outlining strategic approaches and actionable plans for developing fintech policies that facilitate faster adoption of sustainability practices.
subject: Articles
  topic: section
subject: Fintech
  topic: keywords
subject: Financial technology
  topic: keywords
subject: Sustainability
  topic: keywords
subject: Bibliometric analysis
  topic: keywords
subject: Future research
  topic: keywords
creator: Ayesha Siddika Arshi
creator: Saiful Islam
creator: Afrina Yeasmin Tamanna
creator: Shahrima Sultana
creator: Saima Binte Ikram
rights: Copyright (c) 2024 Ayesha Siddika Arshi, Saiful Islam, Afrina Yeasmin Tamanna, Shahrima Sultana, Saima Binte Ikram http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2024-07-07
publication date: 2024-07-07
starting page: 34
ending page: 53
doi: 10.38157/bpr.v6i1.620

The Effects of Family Culture and Marital Decisions of the Business Owners on Access to Financing of Very Small Businesses
type: item
description: Purpose: This study seeks to examine the effects of family culture (presence during family meetings, assistance in important family events, and strong family bonds) as well as marital decisions (mutual participation, joint savings decisions, and joint ventures) on access to financing of very small businesses in the North West Region of Cameroon. Methods: The study used a series of exogenous and control variables adapted from the model of Gikonyo, Agwata, & Anyango (2011) who proposed a strategic model for quantitative research. Primary data were collected through convenient sampling from 293 very small business owners in each divisional headquarters of the North West Region of Cameroon. We used the multiple correspondence analysis to construct indexes for family culture, marital decisions as well as access to financing of very small businesses. The hypotheses of the study were then tested using the ordinary least square estimation technique. Results: The results obtained showed in aggregate, a positive and significant effect of family culture and marital decisions on access to financing. More precisely, the coefficients of presence during family meetings, assistance in important family events as well as strong family bonds are positive. These results were statistically significant at 1% level. Implications: This study has significant practical implications on the financial health of very small businesses in the context of developing countries like Cameroon in general and the North West Region of Cameroon in particular plagued by the crisis and COVID-19. The study therefore concluded that if very small business owners can improve on the respect of family cultures and can jointly decide on their financial actions with their spouses, they will have better access to financing, especially in developing countries like Cameroon and more particularly in the North West Region of the country.
subject: Articles
  topic: section
subject: Access to Financing
  topic: keywords
subject: Family Culture
  topic: keywords
subject: Marital Decisions
  topic: keywords
subject: Cameroon
  topic: keywords
creator: Stanley Kongnyuy Wirkom
creator: Urie Eleazar Jumbo
creator: Berthelo Wamba Kueda
rights: Copyright (c) 2024 Stanley Kongnyuy Wirkom, Prof. Urie Eleazar Jumbo , Dr. Berthelo Wamba Kueda http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2024-04-19
publication date: 2024-04-19
starting page: 18
ending page: 33
doi: 10.38157/bpr.v6i1.608

Industry-4, Big Data, and Blockchain Research Prospects in Supply Chain Domain
type: item
description: Purpose: Utilizing technologies becomes a prerequisite in the operations of supply chain management. Research in digitalized supply chain management (SCM) is now trending as a new arena of research. This study investigates and summarizes the research that has been performed so far in this area, and also explains what the future research scopes in the integration of digitalization and supply chain management are. Method: To execute this study, we carry out a systematic literature review by using numerous software (i.e., BiBexcel, Gephi, and VOSviewer) for clustering existing literature in digitalized SCM from the Web of Science. Result: Our findings suggest that Industry 4.0, Big data, Blockchain, and supply chain resilience are the four key categories in the research on digitalized SCM. Implications: This study explains the reasons behind the research in these four categories. This literature review helps researchers to build a comprehensive knowledge of the research status of digitalized SCM and contributes to the direction of future research in digitalized SCM that helps researchers to explore their further investigations in the combination of SCM and Industry 4.0, Big data, Blockchain, and supply chain resilience.
subject: Articles
  topic: section
subject: Digital supply chain
  topic: keywords
subject: Industry 4.0
  topic: keywords
subject: Big data, Blockchain
  topic: keywords
subject: Supply chain resilience
  topic: keywords
subject: Systematic literature review
  topic: keywords
creator: Jahedul Alam Bhuiyan
creator: Rana Mazumder
creator: Sadia Afrose
creator: Mehedi Hasan
rights: Copyright (c) 2024 Jahedul Alam Bhuiyan, Rana Mazumder, Sadia Afrose, Mehedi Hasan http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2024-04-07
publication date: 2024-04-07
starting page: 1
ending page: 17
doi: 10.38157/bpr.v6i1.605

Navigating the Bangladeshi Market: Unlocking Market Entry Opportunities for STARBUCKS
type: item
description: Purpose: This study aims to analyze Starbucks' potential entry into the Bangladeshi market, considering its potential for growth and alignment with the company's business model. It evaluates market characteristics and examines Starbucks' strategies for suitability. Method: The study utilizes market research, industry reports, demographic analysis, and comparative studies of Starbucks' success in similar markets. Key factors including market dynamics, consumer behavior, competition, and strategic partnerships inform the analysis. Results: Bangladesh presents a promising market for Starbucks, with a growing coffee consumer base, favorable economic conditions, and low labor costs. Millennials and Gen Zs, a significant demographic, show a strong affinity for coffee, offering a sizable target audience. Lower operating costs enable investment in promotional activities and market research, while government initiatives to boost coffee production provide additional opportunities. Implications: Entering the Bangladeshi market requires Starbucks to tailor its business model to align with local preferences and market dynamics. Strategic considerations include investing in automated systems, understanding local culture, developing customized products and marketing strategies, and fostering strategic alliances with local partners. Originality: This case study provides a comprehensive analysis of Starbucks' potential expansion into Bangladesh, considering both market potential and strategic implications. By addressing the unique challenges and opportunities in the Bangladeshi market, the study offers insights into Starbucks' ability to adapt its business model and sustain growth in diverse global markets.
subject: Articles
  topic: section
subject: Entry Strategy
  topic: keywords
subject: Market analysis
  topic: keywords
subject: Starbucks Coffee
  topic: keywords
subject: Bangladeshi market
  topic: keywords
subject: Millennial and Gen Zs
  topic: keywords
creator: Proma Quadir
creator: Tazrian Binte Ansar
creator: Sardauna AbdulSobur Dembo
creator: Tasfia Zaheen
creator: Khadiza Afroz Raisa
rights: Copyright (c) 2023 Proma Quadir, Tazrian Binte Ansar, Sardauna AbdulSobur Dembo, Tasfia Zaheen, Khadiza Afroz Raisa http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2024-03-27
publication date: 2024-03-27
starting page: 37
ending page: 48
doi: 10.38157/bpr.v5i2.604

Talent Management and Organizational Performance
type: item
description: Purpose: This study was carried out to examine the empirical effect of talent management on organizational performance in two selected wire and cable firms operating in South-West Nigeria. Method: A questionnaire was used as a research instrument to source data from a population of 186 employees from the two selected firms. Multi-stage sampling procedure was deplored to arrive at a sample size of 127. Data were analyzed using both descriptive and inferential statistics using Statistical Package for Social Sciences (SPSS) version 20. Result: The study revealed that talent management has a significant positive effect on Organizational Performance. [Model R-square =.623 and P ˂ 0.05]. It indicates a predictive power of the outcome in the model as approximately 62% of variation in Organizational Performance is explained by talent management practices. Implication: The result implies that the firms should pay more attention to the selected talent management practices (talent attraction, talent retention, learning and development, and career management) in order to ensure a higher level of organizational performance.
subject: Articles
  topic: section
subject: Talent Management
  topic: keywords
subject: Talent Retention
  topic: keywords
subject: Talent Attraction
  topic: keywords
subject: Organizational Performance
  topic: keywords
creator: Olufemi Epebinu
creator: Dolapo Oguntuase
creator: Alhassan Oruma
rights: Copyright (c) 2023 Olufemi Epebinu, Dolapo Oguntuase, Alhassan Oruma http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2024-03-14
publication date: 2024-03-14
starting page: 28
ending page: 36
doi: 10.38157/bpr.v5i2.600

Nexus Between In-Store Design Cues and Impulse Purchasing Behavior at Supermarkets in Yaoundé, Cameroon
type: item
description: Purpose: This study seeks to assess the relationship between in-store design cues (store layout, product placement, signage, and point of sales display) and impulse purchase behavior at supermarkets in Yaoundé, Cameroon. It also explores the moderating effects of age and gender on this relationship. Methods: The study adopted a quantitative design with the help of a model with four exogenous variables, two moderating variables, and one endogenous variable adapted from the stimulus organism response (S-O-R) model of Zajonc (1980). The questionnaires were administered both physically and online to 429 shoppers from four selected supermarkets. The multiple correspondence analysis was used to construct indexes for store layout, product placement, signage, and point of sales display. The ordinary least square estimation technique was used to test the hypotheses of the study. The moderating effects of gender and age were done by interacting the two moderating variables with the components of in-store design cues. Results: Results revealed that layout quality and point of sales display exerted significantly positive effects on shoppers' impulse purchasing behavior while signage and product placement had a positive but insignificant effect on customers' impulse purchasing behavior. The results also revealed a negative but insignificant moderating effect of gender while the moderating effect of age was positive and significant. An overall significant effect of design cues implies that the in-store design cues were found to be attractive and stimulating by the customers. Implications: The study therefore concluded that an improvement in the store design features will act as a significant stimulus for customers' increased impulse purchases. This study has significant practical and theoretical implications in the area of consumer behavior in the context of developing countries, like Cameroon.
subject: Articles
  topic: section
subject: Design Cues
  topic: keywords
subject: Layout
  topic: keywords
subject: Product Placement
  topic: keywords
subject: Point of Sales Display
  topic: keywords
subject: Signage
  topic: keywords
creator: Fidelis Vernyuy Sigimi
creator: Urie Eleazar Jumbo
creator: Elizabeth Ankiambom Chiatii
rights: Copyright (c) 2023 Fidelis Vernyuy Sigimi, Urie Eleazar Jumbo, Elizabeth Ankiambom Chiatii http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2024-02-20
publication date: 2024-02-20
starting page: 12
ending page: 27
doi: 10.38157/bpr.v5i2.598

Strategic Choices of Moroccan Agri-food SME Exporters
type: item
description: Purpose This study aims to ascertain whether or not there is an ultimate strategy for improving the export performance of Moroccan SMEs operating in the agri-food sector. Methods Performance is apprehended in this research by two variables (export performance and the evolution of export turnover). At the same time, strategic choices are split into six orientations: differentiation, cost leadership, focus, marketing diversification, innovation, and alliance. Data are collected from a sample of 25 SMEs. Chi-square (Chi) and FCA (Factorial correspondence analysis) determine the relationship between two variables in a population by plotting statistical maps of the contingency table. Results Based on the survey, the commercial performance of Moroccan SME exporters operating in the agri-food sector remains unaffected by the selection and implementation of a particular strategy. Implications The result implies that no single strategy can be deemed superior to another. Instead, hybrid strategies are adopted and integrated based on individual companies' unique requirements, objectives, and limitations.
subject: Articles
  topic: section
subject: Strategic choice
  topic: keywords
subject: Performance
  topic: keywords
subject: SME exporters
  topic: keywords
subject: Agri-food sector
  topic: keywords
subject: Comparative study
  topic: keywords
subject: Morocco
  topic: keywords
creator: Benyetho Kaoutar
creator: Dinedine Nihad
creator: Missaoui Khadija
creator: Benyetho Yousra
creator: Elkhamlichi Bouchra
rights: Copyright (c) 2023 Benyetho Kaoutar, Dinedine Nihad, Missaoui Khadija, Benyetho Yousra, Elkhamlichi Bouchra http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2023-12-05
publication date: 2023-12-05
starting page: 1
ending page: 11
doi: 10.38157/bpr.v5i2.585

Positive Affectivity and Employee Engagement
type: item
description: Purpose: Previous studies have found that employees’ positive affectivity personality contributes to positive organizational outcomes. However, little is known about the mechanisms by which positive affectivity is related to social support and employee engagement. Therefore, drawing on the conservation of resources theory, this study examined the role of social support as a mediator that links positive affectivity and employee engagement. Method: The study was conducted using a quantitative approach. It used a survey method to collect data from 260 professional registered nurses in public hospitals in Lagos, Nigeria, who were selected as research participants using a stratified random sampling technique. Result: The structural model analysis revealed that positive affectivity significantly affects social support and employee engagement. Also, social support significantly correlates with employee engagement and partially mediates the relationship between positive affectivity and employee engagement. Implications: The findings of this study contributed to the limited literature on positive affectivity, social support, and employee engagement. Practically, this study has implications for clinical practice and management. To enhance employee engagement among nurses, hospital administrators should develop intervention programs that can enhance the nurses' ability to maintain positive emotions in stressful situations.
subject: Articles
  topic: section
subject: Positive affectivity
  topic: keywords
subject: Social Support
  topic: keywords
subject: Employee Engagement
  topic: keywords
creator: Glory Okojie
creator: Ida Rosnita Ismail
creator: Hjh. Ina Md Yasin
rights: Copyright (c) 2023 Glory Okojie, Ida Rosnita Ismail, Hjh. Ina Md Yasin http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2023-06-06
publication date: 2023-06-06
starting page: 47
ending page: 58
doi: 10.38157/bpr.v5i1.554

Enhancing Agripreneurship and Agricultural Technology Adoption to Reduce Poverty
type: item
description: Purpose: The purpose of this study is to examine how agripreneurship and agricultural technology adoption could be enhanced to reduce poverty in the Tubah Sub-Division, Cameroon. Methods: The study adopted a mixed research design. The study made use of survey data collected with the help of a structured questionnaire. The data were analyzed using both descriptive and inferential statistics. Results: Results revealed that agripreneurship intention exerts a positive insignificant effect on poverty reduction in the Tubah Sub-Division. Education and training have an indirect significant effect on poverty reduction while community development programs are found to exert a positive and significant effect on poverty reduction. Implications: From a policy perspective, the creation of community-run organizations provides a strong basis for the development process. Agricultural extension services need to be strengthened to provide farmers with up-to-date information on the latest technologies, best practices, and market trends. This study provides a unique perspective on poverty reduction in rural areas by focusing on the opinions of small venture holders in the Tubah Sub-Division.
subject: Articles
  topic: section
subject: Agripreneurship
  topic: keywords
subject: Technology Adoption
  topic: keywords
subject: Community development
  topic: keywords
subject: Poverty reduction
  topic: keywords
creator: Paul Akumbom
creator: Mary Juliet Bime Egwu
creator: Peter Ngek Shillie
rights: Copyright (c) 2023 Paul Akumbom, Mary Juliet Bime Egwu, Peter Ngek Shillie http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2023-06-29
publication date: 2023-06-29
starting page: 59
ending page: 74
doi: 10.38157/bpr.v5i1.548

Investigating Employee Green Behavior through Perceived Organizational Support for the Environment in the Hotel Industry
type: item
description: Purpose - This study investigates the role of perceived organizational support for the environment (POS-E) on employee green behavior (EGB). It also examines the mediating role of employee environmental commitment (EEC) and green work climate (GWC), as well as the moderating role of employee green awareness. Method - Data were collected from 247 hotel employees located at Cox’s Bazar, Bangladesh applying convenient sampling. Data were analyzed using the structural equation modeling (SEM) technique and SPSS. Results - Findings reveal that POS-E positively influences EGB while EEC and GWC fully mediate the association between POS-E and EGB. Findings also show that POS-E on EEC and GWC is more significant when employees have greater ecological awareness. Implications - The findings imply that the hospitality firms’ ecological POS can improve employee green behavior. Empayees’ ecological awareness also plays an important role in such behavior. Originality – The study contributes to the existing literature in the context of the hospitality industry by filling up the gap in exploring the mechanism through which POS influences employee behavior.
subject: Articles
  topic: section
subject: Perceived organizational support
  topic: keywords
subject: Environmental commitment
  topic: keywords
subject: Green awareness
  topic: keywords
subject: Green behavior
  topic: keywords
creator: Dr. Rashid Ahmed Chowdhury
creator: Dr. Robaka Shamsher
rights: Copyright (c) 2023 Dr. Rashid Ahmed Chowdhury, Dr. Robaka Shamsher http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2023-05-02
publication date: 2023-05-02
starting page: 12
ending page: 30
doi: 10.38157/bpr.v5i1.538

Mobile Internet Service Preferences of Young Customers
type: item
description: Purpose: With the global wireless communication growth, the launching of commercial fourth-generation (4G) services in Bangladesh, including high transmission speed, the number of mobile internet subscribers has grown considerably during the last five years. During the same time, business models have become increasingly complex in the cellular industry because internet subscribers perceive value differently. This situation originates challenges among the mobile service operators in Bangladesh to create internet subscribers and retain the existing ones, especially the young mobile data users with more switching trends. Therefore, the objective of the study is to identify the determining factors that influence young customers to choose mobile internet services. Methods: This study is based on primary data collected from 440 young mobile internet users below 30 years old in Bangladesh. The study investigated ten factors of customer preferences for mobile internet, comparing male and female customers using the statistical tools: mean, standard deviation, and two-tailed t-test. Results: The study results indicate significant differences between female and male customers in mobile internet preference factors, including maximum coverage area, network quality and speed, security and privacy, and customer care. The female customers choose internet packages for security and privacy and a variety of packages, while the male customers choose mobile internet for maximum area of coverage and company image. Implications: The study findings have critical managerial implications for mobile internet providers to tailor their network and services to create new customers and gain customer retention resulting in significant growth and substantial earnings.
subject: Articles
  topic: section
subject: Mobile internet
  topic: keywords
subject: customer preference
  topic: keywords
subject: service quality
  topic: keywords
subject: customer care
  topic: keywords
subject: internet service providers
  topic: keywords
creator: Tania Karim
creator: Md Bazlur Rahman
rights: Copyright (c) 2022 Tania Karim, Md Bazlur Rahman http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2023-03-31
publication date: 2023-03-31
starting page: 32
ending page: 45
doi: 10.38157/bpr.v4i2.524

Absorptive Capabilities as Determinants of Economic Sustainability of Small and Medium-Scale Enterprises
type: item
description: Purpose – Drawing from the Absorptive Capabilities theory, this paper examines the role played by dimensions of absorptive capabilities (i.e., knowledge acquisition, knowledge assimilation, knowledge transformation, and knowledge exploitation) on the economic sustainability of SMEs in Nigeria. Design/methodology/approach – This study uses a cross-sectional research design to collect quantitative data from 343 owners/managers of SMEs in Plateau State. Structural equation modeling through the use of the Analysis of Moments of Structures (AMOS) software, version 23 was employed to test the hypotheses. Findings – Research results indicate that all the dimensions of absorptive capabilities exert significant influence on the economic sustainability of SMEs. Thus the dimensions of absorptive capabilities serve as the antecedents of the economic sustainability of SMEs could be realized. Limitations- The focus of this study is on SMEs in Plateau State alone. The use of a cross-sectional design may also undermine the results of the study. Implications – This work adds to existing research on the subject of sustainability by revealing that dimensions of absorptive capabilities are necessary for the attainment of economic sustainability. Originality – Based on current literature, studies on the dimensions of absorptive capabilities as predictor variables are limited. No study has been conducted on the influence of absorptive capabilities using four dimensions, on the economic sustainability of SMEs. Thus it is a pioneering study in terms of both content and context.
subject: Articles
  topic: section
subject: Absorptive capabilities
  topic: keywords
subject: Knowledge acquisition
  topic: keywords
subject: Knowledge assimilation
  topic: keywords
subject: Knowledge transformationn
  topic: keywords
subject: Knowledge exploitation
  topic: keywords
subject: Economic sustainability
  topic: keywords
creator: Adekunle Daniel Shodeinde
creator: Theresa Mwuese Nmadu
creator: Samuel O. Olutuase
creator: Eleojo Anna Ijepe
rights: Copyright (c) 2023 Adekunle Daniel Shodeinde, Theresa Mwuese Nmadu, Samuel O. Olutuase, Eleojo Anna Ijepe http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2023-05-10
publication date: 2023-05-10
starting page: 31
ending page: 45
doi: 10.38157/bpr.v5i1.537

Influence of Advertisements on Consumer Behavior
type: item
description: Purpose: This research investigates the effect of advertisements in broadcast media (TV, radio), print media (newspaper, magazine), and online (internet) media on consumers' awareness (AWR), interest (INT), conviction (CON), purchase (PUR), and post-purchase (PPUR) behavior. Method: A quantitative research approach based on primary data was applied in this study. This study conducted surveys using a structured questionnaire in both electronic and paper formats among the graduate and post-graduate students located in Chattogram, Bangladesh. 404 usable responses were used for data analysis using Kruskal-Wallis (K-W) test. Results: The study reveals that advertising in broadcast, print, and online media has a statistically significant effect on customers' awareness (AWR), interest(INT), conviction(CON), and buying behavior(PUR). Implications: The research provides insights to marketers regarding the preference toward media selection and promotional efforts.
subject: Articles
  topic: section
subject: Advertisements
  topic: keywords
subject: broadcast
  topic: keywords
subject: print and online media,
  topic: keywords
subject: consumer behavior,
  topic: keywords
subject: Kruskal-Wallis (K-W) test.
  topic: keywords
creator: Ummay Salma Khanam
rights: Copyright (c) 2022 Ummay Salma Khanam http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2023-04-06
publication date: 2023-04-06
starting page: 46
ending page: 57
doi: 10.38157/bpr.v4i2.531

Organizational Culture and Organizational Sustainability in the Hotel Industry
type: item
description: Purpose – This study examines the relationship between organizational culture and organizational sustainability and the mediating role of organizational commitment in the hotel industry in Nigeria, with a focus on Plateau State. Design/methodology/approach – A quantitative approach was adopted with the use of structured questionnaires to elicit responses from 369 employees from 67 hotels. Data were analyzed with the use of SPSS software and the hypotheses were tested with the aid of the Analysis of Moment Structures (AMOS) software. Findings – The result reveals that organizational culture exerts a significant effect on organizational sustainability, and organizational culture also significantly exerts a positive effect on organizational commitment. Surprisingly, organizational commitment did not have a significant relationship with organizational sustainability, and organizational commitment did not mediate the relationship between organizational culture and organizational sustainability. Practical implications – This study’s findings will assist business owners and managers, especially in the hotel industry to pay more attention to building a robust culture in the workplace for their employees and also put in place the necessary ingredients needed to make employees more committed to the organization, as these factors are needed to build and maintain a sustainable business. Originality/value – This study is designed to fill some gaps as no study has been found in the literature which researched the existing relationships among the variables of organizational culture, organizational commitment, and organizational sustainability.
subject: Articles
  topic: section
subject: Organizational culture
  topic: keywords
subject: Organizational commitment
  topic: keywords
subject: Organizational sustainability
  topic: keywords
creator: Adekunle Daniel Shodeinde
creator: Theresa Mwuese Nmadu
creator: Samuel O. Olutuase
creator: Ruth Agwom Panle
creator: Gloria Benard Soepding
rights: Copyright (c) 2022 Adekunle Daniel Shodeinde, Theresa Mwuese Nmadu, Samuel O. Olutuase, Ruth Agwom Panle, Gloria Benard Soepding http://creativecommons.org/licenses/by-nc-nd/4.0
date: 2023-05-10
publication date: 2023-05-10
starting page: 58
ending page: 73
doi: 10.38157/bpr.v4i2.509