Peter Kwasi Oppong
24 Publications10 Research Themes16 Open Access
Research Overview & Focus
The researcher investigates the interplay of various factors such as consumer behavior, customer experience, brand perception, service quality, innovation, entrepreneurship, and technology adoption across Sub-Saharan Africa and Ghana's herbal medicine markets. By examining these influences on perceived quality, intentions, and choices, the study aims to understand how packaging, service quality, brand equity, innovation, entrepreneurship, and technological adoption shape consumer perceptions of herbal products.
Key Research Themes (10)
Social Sciences
Consumer Behavior in Brand Consumption and Identification
Social Sciences
Consumer Packaging Perceptions and Trends
Social Sciences
Customer Service Quality and Loyalty
Social Sciences
Entrepreneurship Studies and Influences
Social Sciences
Halal products and consumer behavior
Social Sciences
Innovation and Socioeconomic Development
Physical Sciences
Organizational and Employee Performance
Social Sciences
Organizational Leadership and Management Strategies
Social Sciences
Technology Adoption and User Behaviour
Physical Sciences
Technology and Data Analysis
Publications (24)
Assessing Intangible Value: The Mediating Roles of WOM and Brand Credibility in Quality and Equity Nexus in Emerging Market
Open AccessBrand Awareness, Credibility, Satisfaction and Repurchase Intention Nexus in Phytotherapeutic Industry
Brand Image and Behavioural Intentions: Mediating Role of Brand Equity and Brand Trust in the Herbal Industry
Word-Of-Mouth and Willingness to Pay (WTP) Price Premium: Mediating Role of Herbal Brand Credibility and Brand Trust in Ghana
VALUE AND WILLINGNESS-TO-PAY (WTP) HIGH PRICE: Mediating Role of Herbal Brand Credibility and Word-of-Mouth in Ghana
Customer Satisfaction and Willingness to Pay More: Mediating Effects of Perceived Herbal Quality and Brand Trust in Ghana
Achieving entrepreneurial intention through entrepreneurial orientation, social network ties, and market intelligence generation perspectives
Open AccessBrand awareness, word-of-mouth and willingness-to-pay (WTP) high price
Open AccessEffect of Brand Equity on Consumers` Word-of-Mouth Behaviour in Herbal Market in Ghana
Social Network Ties, Entrepreneurial Orientation, and Entrepreneurial Intention among University Students in Ghana
Open AccessEffect of Packaging on Perceived Quality and Brand Loyalty: The Mediating Role of Brand Association in Over-the-Counter Market
Open AccessExploring the Nexus between Packaging, Quality, Equity and Loyalty in Drug Industry
Open AccessThe Relationship between Word-of-Mouth, Satisfaction, Trust and Loyalty in Herbal Medicine Industry
Open AccessREMOVED DUE TO POLICY VIOLATIONS
Open AccessThe Effect of Brand Credibility, Brand Image and Customer Satisfaction on Behavioural Intentions in Traditional Medicine Market
Open AccessInfluence of Brand Credibility, Satisfaction and Quality on Brand Equity in Non-Conventional Health Industry
Open AccessThe Effect of Brand Awareness, Credibility, Quality and Loyalty on Word-of-Mouth in a Competitive Medicine Market
Open AccessThe Importance of Value, Image, Credibility and Trust to Repurchase Intentions in Over-the-Counter Herbal Market in Sub-Saharan Africa
Open AccessInfluence of Brand Awareness and Perceive Quality on Loyalty: The Mediating Role of Association in Traditional Medicine Market in Kumasi, Ghana
Open AccessThe Role of Computer Education in the Behavioral Intentions to Use Information Technology in Hospitals in Kumasi, Ghana
Open AccessThe Link between Brand Equity and Loyalty: Evidence from Traditional Medicine Market in Kumasi Metropolis, Ghana
Open AccessMeasuring customer-based brand equity in traditional herbal medicine market in Kumasi, Ghana
The Influence of Packaging and Brand Equity on Over-The-Counter Herbal Medicines in Kumasi, Ghana
Open AccessImpact of brand awareness and association on loyalty : the role of equity in plant medicine market in Kumasi, Ghana
Academic Metrics
DepartmentDepartment of Marketing and Corporate Strategy
Total Publications24
Research Themes10
Open Access Papers16
Department of Marketing and Corporate Strategy
Kwame Nkrumah University of Science and Technology