Browsing by Author "Abdulquadri, Abdulazeez Olamide"

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    Impact of Guerrilla Marketing on Brand Image of Small and Medium Enterprises in Lagos, Nigeria
    (Department of Business Administration, Adekunle Ajasin University, Akungba-Akoko, Ondo State, 2023-12) Olowo, Ahmed AbdulGaniyu; Orji, Prince Chinenye; Abdulquadri, Abdulazeez Olamide
    This research work enquires about the impact of guerrilla marketing strategy on the brand image of SMEs in Lagos, Nigeria. Primarily, the objectives of this study are to determine the effect of viral marketing on the functional image of SMEs; assess the effect of stealth marketing on the symbolic image, and examine the extent to which ambush marketing affects the experiential image of SMEs. The study used a stratified sampling technique in which a sample size of 400 was achieved through Taro Yamane’s formula. Data was collected from the sample population through the survey-based questionnaire. This study concluded that Viral marketing has a significant effect on the functional image of SMEs. Also, the symbolic image of an SME can be influenced by stealth marketing. Lastly, it was revealed that there exists a relationship between ambush marketing and the experiential image of SMEs. It was recommended that SMEs in Lagos that aim at promoting the functional image of their brand should leverage viral marketing as well as stealth marketing should be leveraged by SMEs because it affects the symbolic image of SMEs. Also, ambush marketing when used should be used cautiously because a mistake can yield a negative impact on the experiential image of SMEs
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    Marketing Ethics and Contemporary Sales force in the Hospitality Industry
    (Department of Industrial Relations and Personnel Management, Faculty of Management Sciences, University of Ilorin, Ilorin, 2024) Olowo, Ahmed AbdulGaniyu; Abdulquadri, Abdulazeez Olamide; Bello, Kamal Asola; AbdulKareem, Roheemat Busola
    Marketing ethics involve the moral principles and accepted behaviour that guide marketing practices and profession, hence the sales force works with these principles but most times deviates from it to achieve their set target and meet up with company objective. Although this is unethical in marketing and adversely affects sales force performance. It is against this backdrop that the study examined the effect of marketing ethics on sales force performance. The specific objectives of the study were to (i) identify ethical challenges faced by contemporary salespersons and (ii) examine the influence of ethical conduct on consumers' trust and loyalty. This is a desk research and other secondary sources were consulted to guide the conduct of the study with inclusion and exclusion criteria formulated by the researchers. From the secondary sources conducted, findings revealed that consumers value consistent ethical behaviour, fostering trust and long-term loyalty from the sales force. The study concluded that objective selling tactics and trust should be embraced by contemporary sales force. Therefore, it is recommended that the sales force should avoid deception, hard selling and misrepresentation during sales presentation