Table Of ContentPALGRAVE STUDIES OF
MARKETING IN EMERGING ECONOMIES
Marketing Communications
in Emerging Economies,
Volume I
Foundational and Contemporary Issues
Edited by Thomas Anning-Dorson · Robert E. Hinson ·
Henry Boateng · Albert Anani-Bossman ·
Ayça Can Kirgiz · Meenakshi Gujral
Palgrave Studies of Marketing in Emerging
Economies
Series Editors
Robert E. Hinson, Department of Marketing and
Entrepreneurship, University of Ghana Business School,
Legon, Accra, Ghana
Ogechi Adeola, Ajah, Lagos Business School, Lagos,
Nigeria
This book series focuses on contemporary themes in marketing and
marketing management research in emerging markets and developing
economies. Books in the series cover the BRICS (Brazil, Russia, India,
China and South Africa), MINT (Mexico, Indonesia, Nigeria and
Turkey), CIVETS (Colombia, Indonesia, Vietnam, Egypt, Turkey, and
South Africa); EAGLE economies (those which are expected to lead
growth in the next ten years, such as Brazil, China, India, Indonesia,
South Korea, Mexico, Russia,Taiwan, andTurkey) and all other African
countries (classified under developing countries), taking into considera-
tion the demographic, socio-cultural and macro-economic factors influ-
encing consumer choices in these markets. The series synthesizes key
subject areas in marketing, discuss marketing issues, processes, proce-
duresandstrategiesacrosscommunities,regionsandcontinents,andalso
thewaydigitalinnovationischangingthebusinesslandscapeinemerging
economies.
PalgraveStudiesofMarketinginEmergingEconomies presentsaunique
opportunity to examine and discuss marketing strategy and its implica-
tions in emerging economies, thereby filling a gap in current marketing
literature.
All chapter submissions to the series will undergo a double blind peer
review and all book proposals will undergo a single blind peer review.
More information about this series at
http://www.palgrave.com/gp/series/16591
· ·
Thomas Anning-Dorson Robert E. Hinson
· ·
Henry Boateng Albert Anani-Bossman
·
Ayça Can Kirgiz Meenakshi Gujral
Editors
Marketing
Communications
in Emerging
Economies, Volume I
Foundational and Contemporary
Issues
Editors
Thomas Anning-Dorson Robert E. Hinson
School of Business Sciences University of Ghana Business School
University of theWitwatersrand University of Ghana
Johannesburg, South Africa Accra, Ghana
Henry Boateng Albert Anani-Bossman
D’Youville College Ghana Institute of Journalism
NewYork, NY, USA Accra, Ghana
Ayça Can Kirgiz Meenakshi Gujral
Istanbul Kent University PyroQTechnovision Pvt. Ltd
Istanbul,Turkey Ghaziabad, India
ISSN 2730-5554 ISSN 2730-5562 (electronic)
Palgrave Studies of Marketing in Emerging Economies
ISBN 978-3-030-81328-4 ISBN 978-3-030-81329-1 (eBook)
https://doi.org/10.1007/978-3-030-81329-1
©The Editor(s) (if applicable) andThe Author(s), under exclusive license to Springer Nature
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Preface
Firms play significant roles in the development of economies in every
part of the world. Some of these roles include absorbing labour, pene-
tratingnewmarketsandpromotingentrepreneurialandinnovativeactiv-
ities. Despite the important contribution of firms to the development
of economies, they sometimes encounter challenges when it comes
to the transmission of coherent messages. An example of such chal-
lenges is pandemic. Pursuing and achieving communication coherence
and adapting to the changing environment become important strategic
imperativeforeveryentity.Forinstance,mostfirmsaredeployingsocially
responsible modes of communicating such as the deployment of tools
likecorporatephilanthropyandcommunityvolunteeringaspartoftheir
brandrelationsandcommunication.Moretraditionalmodesofcommu-
nicating like advertising seem to have taken a back seat for now. It is
important to note that even in these challenging times, it is still imper-
ative that firms steadfastly avoid inconsistency and fragmentation of
messages communicated to their target audience. The key to achieving
v
vi Preface
consistencyincommunicationsandbuildingstrongbrandsisthedeploy-
ment of an integrated marketing communications (IMC) approach and
this is the focus of this new book.
Marketing communications is involving all the promotional elements
of the marketing mix. This encompasses all communications between
an organization or a brand and its target audience—direct and indi-
rect. Many different marketing communication options exist to play
different roles and have different impacts on the marketing of a brand.
The explosion of new digital media options offers new capabilities and
holds much promise not only for marketers, but also makes marketing
communications choice making very complex.
It could be argued that in a crisis period, some of the most common
ways of communication is now via digital or technological platforms.
Technological advancement including the proliferation of media tools
such as voice devices, tablets and smartphones has greatly increased
the interaction touchpoints between consumers and brands. The way
marketers communicate with consumers has changed dramatically as
they are now responsible for managing brand communications across
several media platforms including old, new and emerging media. The
capacity to manage various customer audiences on multiple media plat-
forms has become even more profound in the current business dispensa-
tion.Firmsthatwillcommunicateinanefficaciousmannerduringcrisis
situations and beyond are the ones that would have mastered the art
of fashioning integrated marketing communications strategy and being
adept at deploying the same.
There are several benefits which results from the adoption and imple-
mentation of IMC by firms. One of the key benefits that results from
theimplementationofIMCissynergy,whichassumesthatfirmsachieve
a higher level of performance compared to when the various elements
are implemented individually and in an uncoordinated fashion. This
ensures that messages communicated by firms to their target audience
are well planned, consistent and unified, hence firms are able to create
an enhanced image and positioning in the minds of customers and this
enables firms to create and sustain competitive advantage over other
competitors in the industry. The various benefits that firms can gain as
a result of the adoption and implementation of IMC provide a strong
Preface vii
need for having a book on Marketing Communications in Emerging
Economies.
Emerging economies are hosting a number of multinational corpo-
rations and local firms and immensely contribute to global produc-
tivity, employment and growth. Emerging economies have become the
new growth centre for global business and commerce; and continue
to be the fastest growing markets. These economies boast of having
the largest market for consumer goods and have become the propellers
for trade and the world’s economy. There are some significant differ-
ences between developed economies and that of their emerging coun-
terpartswhichmakeitnecessarytohaveadedicatedfocusonthem.This
book highlights the effective ways of managing marketing communica-
tions in such markets considering the peculiarities of these economies.
This book brings to the fore theorization and conceptualization that
are emerging economy centred and takes into account the opportunities
and challenges within these markets. It therefore offers a more distinc-
tive meaning and importance to both the practice and the theory of
marketing communications in emerging economies.
We would like to thank all the contributors from the different
emerging economies and diverse backgrounds. We are very grateful for
their respective contributions and dedicated effort in the double-blind
review process.
We hope you will enjoy your reading of this book and apply the
variousfoundationalandcontemporaryprinciplesofmarketingcommu-
nications shared through the insightful chapters. We would appreciate
your feedback by contacting any of the editors.
Johannesburg, South Africa Thomas Anning-Dorson
Accra, Ghana Robert E. Hinson
NewYork, USA Henry Boateng
Accra, Ghana Albert Anani-Bossman
Istanbul,Turkey Ayça Can Kirgiz
Ghaziabad, India Meenakshi Gujral
Contents
1 Introduction to Marketing Communications: Setting
the Scene for Emerging Economies 1
Thomas Anning-Dorson, Robert E. Hinson,
Henry Boateng, Albert Anani-Bossman, Ayça Can Kirgiz,
and Meenakshi Gujral
2 CustomerValue and Marketing Communications 13
Thomas Anning-Dorson
3 Cultural Values and Marketing Communications
in Emerging Markets 31
Emmanuel Silva Quaye
4 Bibliometric Review and Direction for Integrated
Marketing Communications Research: Implications
for Emerging Markets 75
Nii NookweiTackie andThomas Anning-Dorson
5 Analysing the Influence of Public Relations
in the Integrated Marketing Communication Process 105
Albert Anani-Bossman andTakalani E. Mudzanani
ix
x Contents
6 The Antecedents and Consequences of Brand Hate:
A Review of Current Literature 137
Appiah Asare Kesse, Kwesi Achinfo-Mensa,
and Rhodalene Amartey
7 Types of Corporate Social Responsibility Initiatives
as Response to COVID-19 Pandemic in Emerging
Economies 161
Isaac Seowornu Coffie and Robert E. Hinson
8 Visual Pollution Through Excessive Outdoor
Advertisements 193
Dogbeda MawuloloYao Azumah, Robert E. Hinson,
Daniel Nukpezah, and Gerald Albert BaeribamengYiran
9 Radio Advertising and Bank Customers’ Purchase
Intention: Evidence from an Emerging Economy 229
George Kwabena Asamoah and LawrenceYaw Kusi
10 Technology and the Changing Communications
Environment 261
Meenakshi Gujral and Ambika P. Dash
11 Conclusion and Way Forward for Marketing
Communications in Emerging Economies 293
Thomas Anning-Dorson, Robert E. Hinson,
Henry Boateng, Albert Anani-Bossman, Ayca Can Kirgiz,
and Meenakshi Gujral
Index 297
