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Feri, A., Tjandra, N., Osei, C., & Omar Saad, M. (2018, July). The causal effect of hedonic brand cues on consumers’ decision-making impulsivity. Paper presented at 6th Annual International Conference on Marketing, Athens
No abstract available.
Osei, C., Amankwah-Amoah, J., Khan, Z., Omar, M., & Gutu, M. (2019). Developing and deploying marketing agility in an emerging economy: the case of Blue Skies. International Marketing Review, 36(2), 190-212. https://doi.org/10.1108/imr-12-2017-0261
In almost every large business, there is a growing recognition of the importance of organisational agility in improving their marketing responsiveness and business survival. ...
Osei, C., & Gbadamosi, A. (2011). Re‐branding Africa. Marketing Intelligence and Planning, 29(3), (284-304). doi:10.1108/02634501111129257. ISSN 0263-4503
– The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international a...