Priscilla Teika Odoom (Dr.)

Dr. Priscilla Teika Odoom

Lecturer

Dr. Mrs. Priscilla Teika Odoom is a Lecturer at the Faculty of Public Relations, Advertising and Marketing, Ghana Institute of Journalism.

  • PhD, Marketing
  • MPhil, Marketing
  • Postgraduate Diploma (PGD), Education
  • BBA, Marketing
  • University of Ghana
  • Valley View University
  • American Marketing Association (AMA)
  • Academy of Marketing Science (AMS)

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  • Principles of Advertising
  • Introduction to Environmental and Health Communication
  1. Odoom P. T., Narteh, B., & Odoom, R. (2019). Healthcare branding: Insights from Africa into health service customers’ repeat patronage intentions. International Journal of Healthcare Management, DOI:10.1080/20479700.2019.1688503
  2. Odoom R., Mensah, P. (2019). Brand orientation and brand performance in enterprises: the moderating effects of social media and innovation capabilities. Management Research Review, 42(1), 155-171.
  3. Odoom, R., Agbemabiase, G., Anning-Dorson, T., & Mensah, P. (2017). Branding capabilities and SME performance in an emerging market – the moderating effect of brand regulations. Marketing Intelligence and Planning, 35(4), 473-487.
  4. Odoom, R., Mensah, P., & Asamoah, G. (2017). Branding efforts and SME performance – An empirical investigation of variation across firm sizes and business sectors. Journal of Research in Marketing and Entrepreneurship, 19(1), 59-76.

Book Chapters

  1. Kodua, P., & Mensah, P. (2017). The Role of Corporate Social Responsibility in Influencing Brand Loyalty: Evidence from the Ghanaian Telecommunication Industry. In P. Rossi (Ed.), Marketing at the Confluence between Entertainment and Analytics (pp. 77-90). Springer, Cham.
  1. Odoom P. T., Odoom, R., & Braimah, M. (Under Review). Minimizing ODA avoidance on social media platforms – The Role of ad characteristics and user attitude toward online advertising. Journal of Research in Interactive Marketing.
  2. Odoom P. T. (Forthcoming). Personalized display advertising and online purchase Intention: The moderating effect of internet use motivation. International Journal of E-services and Mobile Applications (2021, In press).
  3. Odoom P. T., Narteh, B., & Odoom, R. (Forthcoming). Consumer acceptance of online display advertising – The effects of ad characteristics and attitude toward online advertising. International Journal of Internet Marketing and Advertising, (2021, In press).
  • Branding
  • Advertising
  • Digital Marketing
  • Consumer Behaviour
  • Health Service Marketing/Communication
  • Mensah, P., & Kodua, P. (2016, August). The Influence of advertising on Customer-Based Brand Equity in the Ghanaian Telecommunication industry. Paper presented at the 4th UGBS Conference on Business and Development, University of Ghana Graduate Business School, Accra, Ghana. August 17-18, 2016.
  • Kodua, P., & Mensah, P. (2016, July). The role of Corporate Social Responsibility in influencing brand loyalty: Evidence from the Ghanaian Telecommunication sector. Paper presented at the AMS 19th World Marketing Congress, IESEG School of Management, Paris, France. July 19-23, 2016.
  • Narteh, B., & Mensah, P. (2015, August). Branding and Consumer Re-patronage in the healthcare industry in Ghana. Paper presented at the 3rd UGBS Conference on Business and Development, University of Ghana Business School, Accra, Ghana. August 5-7, 2015.

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