In conducting academic research, I have had some collaborations with colleagues with similar research interests all over the world.
As a junior faculty member, I plan to continue to be active in applied research leading to publications and
to participate in conferences, workshops and programs that would enhance my
effectiveness as an up and coming academic. Find
below a snapshot of my research interests and works:
My research interests in marketing are very broad and eclectic. However, I am
particularly tingled with and have a strong interest in the marketing-information
technology interface. Specifically, my primary research interests lie in:
1. Application of the Internet in Marketing
2. Online Marketing Communications
3. Brand Management and Destination/Place Marketing
4. Young Adult Consumers and Decision Making
5. Social Consequences of Electronically-mediated Communication
SELECTED PAPERS IN PEER REVIEWED JOURNALS
1.Opoku, R. A. and Blay, V. (2011), Employees' Perception of Market Orientation in the Banking Industry: A
Case from a Developing Country, Journal of Financial
Services Marketing, Vol. 16, No. 2, pp. 139-152
2.Opoku, R. A. and Abdul-Muhmin, A.G. (2010),
Housing Preference and Attribute Importance among low-income Saudi Consumers,
Habitat International,Vol.34, No.2, pp.219-227
3.Opoku, R. A. (2009), Mapping Destination
Personality in Cyberspace: An Evaluation of Country Web Sites Using
Correspondence Analysis, Journal of Internet Commerce, Vol. 8,
No.1-2, pp. 70-87 [Download
4. Opoku. R. A., Caruana, A., Pitt, L., Berthon, P., Wahlstrom, A.
and Nel, D.(2009), Online Communication of Brand Personality: A Study
of MBA Programs of Top Business Schools, Journal of General Management,
Vol.35, No.1, Autumn, pp. 47-64[Download Abstract]
5. Opoku, R. A. and Akorli, P. A. K. (2009), The
Preference Gap: Ghanaian Consumers' Attitudes Toward Local and Imported Products,
African Journal of Business Management, Vol.3, No.8, pp. 350-357.[Download
6. Opoku, R. A., Atuobi-Yiadom, N., Chong, S. C. and
Abratt, R.(2009), The Impact of Internal Marketing on the Perception of Service
Quality in Retail Banking: A Ghanaian Case, Journal of Financial Services
R. A., Hultman, M. and Salehi-Sangari, E.(2008), "Positioning in Marketspace: The
Evaluation of Swedish Universities’ Online Brand Personalities", Journal
of Marketing for Higher Education, Vol.18, No. 1, pp. 124-144 [Download
8.Berthon, J-P., Opoku, R. A.
Pitt, L. F., and Nel, D. (2007), "Brand Management and Strategic Performance:
Some Evidence from South Africa", Journal of African Business,
Vol. 8, No. 2, pp. 27-40 [Download Abstract]
9.Opoku, R. A., Pitt, L. F., and Abratt, R. (2007), "Positioning in Cyberspace: Evaluating Bestselling Authors'
Online Communicated Brand Personalities Using Computer-Aided Content Analysis,"
South African Journal of Business Management, Vol. 38, No.4, pp.
21-32 [Download Abstract]
10. Boadi, R. A., Boateng, R., Hinson, R.,
and Opoku, R. A. (2007), "Preliminary Insights into M-Commerce
Adoption in Ghana", Information Development, Vol. 23, No. 4, pp.
11.Opoku, R. A., Abratt, R., Bendixen, M.
and Pitt, L. (2007), "Communicating Brand Personality: Are The Websites
Talking For Food SMEs?" Qualitative Market Research: An International
Journal, Vol. 10, No.4, pp. 362-374[Download Abstract]
12.Behesti, H. M., Hultman, M; Jung, M-L., Opoku, R. A. and Salehi-Sangari, E., (2007), "Electronic Supply Chain
Management Applications by Swedish SMEs", Enterprise Information Systems, Vol. 1, No 2, May, pp. 255-268 [Download Abstract]
13. Pitt, L. Opoku, R. A.,
Hultman, M., Abratt, R. and Spyropoulou, S. (2007), "What I Say About Myself:
Communication of Brand Personality by African Countries",
Management, Vol.28, No.3, pp. 835-844[Download Abstract].
14.Opoku, R. A., Pitt, L. F.,
and Abratt, R. (2006), "Communicating Brand Personality: Are the Websites
The Talking For The Top South African Business Schools?" Journal of Brand
Management, Vol. 14, No. 1-2, September, pp. 20-39 [Download Abstract]
SELECTED CONFERENCE PRESENTATIONS
1.Opoku, R. A.
and Abdul-Muhmin, G. A. (2011), Peer
group influence and product purchase decision of young Saudi adult males, in
C. Campbell (Ed.), The Customer is NOT Always Right? Marketing Orientation in a
Dynamic Business World, Proceedings of the 15th Biennial World
Marketing Congress 2011, organized by Academy of Marketing Science, USA in
Reims, France from July 20-23, 2011, Vol. XV, ISSN: 0889-3071, pp. 772-775
2. Opoku, R. A.
and Blay, E.V.(2010), "The Importance of Market Orientation in the Banking
Industry: The Ghanaian Case", in E. Y. Kim (Ed.), Marketing in a Turbulent
Environment (Proceedings of 2010 Global Marketing Conference) organised
by Korean Academy of Marketing Science and Society for Marketing Advances,
Tokyo, Japan, from September 9-12, ISSN: 1976-8699 (Full Abstract CD-Rom), pp.
3. Jung, M-L., Hultman, M., Opoku, R. A.
and Saheli-Sangari, E. (2007), "Internet Usage in Supply Chain Management and
its impact on Overall Efficiency: Swedish SMEs' Perspective", 2007 Academy
of Marketing Science Annual Conference, Coral Gables, Florida from
23-27 May, 2007
4. Hinson, R., Owusu, R. Opoku, R. A.
and Abekah, N. G. (2007), "The Internet for marketing in Ghana’s banking sector",
8th Annual International Conference of International Academy of African
Business and Development, London Metropolitan University, UK from 29th
May to 2nd June, 2007 [Download Program
Copy] PDF 454KB
5. Opoku, R. A. and Hultman, M.
(2007), "Towards a Framework of Web Performance Evaluation: A Literature Review
and Measurement Classification", In C. DeMoranville (Ed.), Marketing and
Practice in an Inter-functional World (Proceedings on 13th Academy of
Marketing Science World Marketing Congress, Verona, Italy from
11-14 July, Full Text, pp.71-76 [Download
6. Hultman M., Jung M-L., Opoku, R. A.
and Saheli-Sangari, E. (2007), "Justifying Your Price Online: an investigation
of some academic associations’ online communication of membership benefits", In
C. DeMoranville (Ed.), Marketing and Practice in an Inter-functional World (Proceedings
on 13th Academy of Marketing Science World Marketing Congress,
Verona, Italy from 11-14 July, Full Text, pp. 123-127 [Download
7. Boadi, R. A, Shaik, A.G., Hinson, R. E.
and Opoku, R. A. (2007), Mobile Commerce in Ghana: Case Studies of
Farmers and Fishermen, 8th Annual International Conference of
International Academy of African Business and Development, London
Metropolitan University, UK from 29th May to 2nd June [Download Conference
Program] PDF 454KB
8. Hultman, M. and Opoku, R. A.
(2005), Communication of brand Personalities through African Tourism Websites, A
competitive paper presented at The 5th American Marketing Association/Academy of Marketing Joint Biennial Conference, Dublin Institute of
Technology, Ireland, 5-7 July, pp. 28 (Abstract and CD-ROM)
copy of this page(16KB)
PRACTITIONERS/MANAGERIAL JOURNALS, MAGAZINES AND NEWSPAPERS
1. Opoku, R. A. (2007), Leadership and ICT: A Catalyst for Business Success in Africa,
for Convergence, 8 (1), pp. 56-59[Download
A Copy Of This Article] PDF 3229KB
2. Opoku, R. A. (2006), Building the Ghana Brand,
Journal for Convergence, 7 (3), pp. 20-21 [The Renowned South
African Boardroom Journal] [Download
A Copy Of This Article] 3556KB
3. Opoku, R. A. (2004), The Dynamics of
Entrepreneurship to the Ghanaian Economy, The Ghanaian Herald,
Issue 7 (May), pp. 11[Lead article at the Business and Finance Column]
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