Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence Read chapter Read first chapter

2022 | OriginalPaper | Chapter

8. Exploring Drivers of Performance in Advertising Firms in Ghana: A Perspective of Attribution Theory

Authors : Henry Boateng, Ibn Kailan Abdul-Hamid, John Paul B. Kosiba, Robert E. Hinson

Published in: Marketing Communications in Emerging Economies, Volume II

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

Ghana’s advertising industry has witnessed tremendous growth enabled by the increasing number of local and multinational advertising agencies. The benefit of advertising to the marketing of goods and services has been acknowledged. Despite the growing importance of advertising recounted in literature, it seems there is little understanding of firm-level management issues and challenges affecting the performance of firms in the advertising industry. This paper provides a qualitative perspective of some key management issues affecting advertising sector performance in Ghana. To provide insight into these management issues, four in-depth interviews and a panel discussion of nine advertising stakeholders in the Ghanaian advertising industry were conducted to understand the factors’ driving the performance of advertising firms in Ghana. The findings show that the factors are associated with the human practices, technological advancement and managerial process of the firms. The managerial practices have instead not helped the growth of advertising firms in Ghana. The implications of this study as well as the direction of future studies have been presented at the end of the paper.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter Perception of Marketing Communication Practice: Evidence from Rural and Community Banks
next chapter Using Social Media Communication to Enact Brand Purpose During a Global Health Pandemic
Literature
Abor, J. (2007). Corporate governance and financing decisions of Ghanaian listed firms. Corporate Governance: The International Journal of Business in Society, 7(1), 83–92.CrossRef
Abor, J., & Adjasi, C. K. (2007). Corporate governance and the small and medium enterprises sector: Theory and implications. Corporate Governance: The International Journal of Business in Society, 7(2), 111–122.CrossRef
Appiah-Gyimah, R., Agyapong, G. K., & Boohene, K. A. (2011). Customer satisfaction in the outdoor advertising industry: A case of alliance media Ghana limited. International Journal of Marketing Studies, 3(2), 82.CrossRef
Bhagat, S., & Bolton, B. (2008). Corporate governance and firm performance. Journal of Corporate Finance, 14(3), 257–273.CrossRef
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.CrossRef
Buil, I., De Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115–122.CrossRef
Buller, P. F., & McEvoy, G. M. (2012). Strategy, human resource management and performance: Sharpening line of sight. Human Resource Management Review, 22(1), 43–56.CrossRef
Cauberghe, V., & Pelsmacker, P. D. (2011). Adoption intentions toward interactive digital television among advertising professionals. Journal of Interactive Advertising, 11(2), 45–59.CrossRef
Chen, C. X., Lu, H., & Sougiannis, T. (2012). The agency problem, corporate governance, and the asymmetrical behavior of selling, general, and administrative costs. Contemporary Accounting Research, 29(1), 252–282.
Cheng, J. M. S., Blankson, C., Wang, E. S. T., & Chen, L. S. L. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), 501–525.CrossRef
Cockburn, A., & Highsmith, J. (2001). Agile software development, the people factor. Computer, 34(11), 131–133.CrossRef
de Gregorio, F., Cheong, Y., & Kim, K. (2012). Intraorganizational conflict within advertising agencies. Journal of Advertising, 41(3), 19–34.
Drumwright, M. E., & Murphy, P. E. (2009). The current state of advertising ethics: Industry and academic perspectives. Journal of Advertising, 38(1), 83–108.CrossRef
Erkens, D. H., Hung, M., & Matos, P. (2012). Corporate governance in the 2007–2008 financial crisis: Evidence from financial institutions worldwide. Journal of Corporate Finance, 18(2), 389–411.CrossRef
Golafshani, N. (2003). Understanding reliability and validity in qualitative research. The Qualitative Report, 8(4), 597–606.
Hachtmann, F. (2012). The effect of advertising-focused, short-term study abroad programs on students’ worldviews. Journal of Advertising Education, 16(1), 19.
Healy, M., & Perry, C. (2000). Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm. Qualitative Market Research: An International Journal, 3(3), 118–126.CrossRef
Heider, F. (1958). The psychology of interpersonal relations. New York: John Wiley & Sons.CrossRef
Helfat, C. E., & Peteraf, M. A. (2003). The dynamic resource-based view: Capability lifecycles. Strategic Management Journal, 24(10), 997–1010.CrossRef
Hermelin, B. (2009). Producer service firms in globalising cities: The example of advertising firms in Stockholm. The Service Industries Journal, 29(4), 457–471.CrossRef
Jeong, S. H. (2009). Public’s response to an oil spill accident: A test of the attribution theory and situational crisis communication theory. Public Relations Review, 35(3), 307–309.CrossRef
Johnson, S. G., Schnatterly, K., & Hill, A. D. (2012). Board composition beyond independence social capital, human capital, and demographics. Journal of Management, 38(1), 83–108.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.CrossRef
Long, T., & Johnson, M. (2000). Rigour, reliability and validity in qualitative research. Clinical Effectiveness in Nursing, 4(1), 30–37.CrossRef
Matanda, T., & Ewing, M. T. (2012). The process of global brand strategy development and regional implementation. International Journal of Research in Marketing, 29(1), 5–12.CrossRef
Miles, J. A. (2012). Management and organization theory: A Jossey-Bass reader (Vol. 9). Wiley.
Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis (2nd ed.). Sage.
Moeran, B. (2013). Folk art potters of Japan: Beyond an anthropology of aesthetics. Routledge.CrossRef
Nanjom, S. M. U. (2002). Factors and challenges in advertising agencies broadcast media planning: The case of convenience consumer goods in kenya (Doctoral dissertation, University of Nairobi).
Nichols, W. (2013). Advertising analytics 2.0. Harvard Business Review, 91(3), 60–68.
Ross, L. D. (1977). The intuitive psychologist and his shortcomings: Distortions in the attribution process. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 10, pp. 173–220). Academic Press.
Shij, T. D., & Piron, F. (2002). Advertising agencies and advertisers’ perceptions of internet advertising. International Journal of Advertising, 21(3), 381–397.CrossRef
Sjovall, A. M., & Talk, A. C. (2004). From actions to impressions: Cognitive attribution theory and the formation of corporate reputation. Corporate Reputation Review, 7(3), 269–281.CrossRef
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533.CrossRef
Truong, Y., McColl, R., & Kitchen, P. (2010). Practitioners’ perceptions of advertising strategies for digital media. International Journal of Advertising, 29(5), 709–725.CrossRef
Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of marketing research, 51(5), 546–562.
Windels, K., Mallia, K. L., & Broyles, S. J. (2013). Soft skills: The difference between leading and leaving the advertising industry? Journal of Advertising Education, 17(2), 17–27.
Wong, P. T., & Weiner, B. (1981). When people ask “why” questions, and the heuristics of attributional search. Journal of Personality and Social Psychology, 40(4), 650–663.CrossRef
Yin, R. K. (2009). Case study research: Design and methods. Sage.
Zarantonello, L., Jedidi, K., & Schmitt, B. H. (2013). Functional and experiential routes topersuasion: An analysis of advertising in emerging versus developed markets. International Journal of Research in Marketing, 30(1), 46–56.CrossRef
Metadata
Title
Exploring Drivers of Performance in Advertising Firms in Ghana: A Perspective of Attribution Theory
Authors
Henry Boateng
Ibn Kailan Abdul-Hamid
John Paul B. Kosiba
Robert E. Hinson
Copyright Year
2022
Book
Marketing Communications in Emerging Economies, Volume II

Print ISBN: 978-3-030-81336-9

Electronic ISBN: 978-3-030-81337-6

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-81337-6_8