Doctor Emmanuel Quaye

Courses and Disciplines taught at WBS:

Marketing and Consumer Behaviour.

Other Teaching Experience:

Emmanuel has instructed a range of courses, from Research Theory and Design to Introduction to Digital Marketing, Strategic Marketing, Marketing Analytics, Applied Services Marketing and Marketing Communication for Philanthropy at various levels of postgraduate teaching at WBS.

Research Interests:

Dr Quaye's extensive research interests encompass cross-cultural consumer behaviour, the psychology of giving, digital marketing, social marketing, green marketing, and more.

Dr Quaye's work has earned him several awards and honours, including the Best Doctoral Paper Award at the IACCM - IESEG Congress, France, and Best Paper Runner Up at an Academy of International Business, Africa Chapter conference. He has also actively contributed to the academic community by conducting research seminars and contributing to webinars that advance training of emerging researchers and doctoral students.

Dr Quaye obtained master’s degrees in marketing and Brand Management from the Norwegian School of Economics and in Psychology from the Norwegian University of Science and Technology. He completed his bachelor’s degree with Honors in Psychology with Philosophy from the University of Ghana, Legon.

His academic journey has taken him from serving as a Postdoctoral Research Fellow at the University of the Witwatersrand, Wits Business School, until becoming a faculty member at the same institution. Driven by his passion for teaching, he has instructed a range of courses, from Research Theory and Design to Introduction to Digital Marketing, Strategic Marketing, Marketing Analytics, Applied Services Marketing and Marketing Communication for Philanthropy at various levels of postgraduate teaching at WBS.

Dr Quaye is competent in research methods and analytical procedures such as setting up and implementing quasi-experimental designs for consumer psychology research, conducting data analysis using Structural Equation Modeling in Mplus, and proficient in use of SPSS for data exploration and analysis. He is also competent in the use of PROCESS Macro for SPSS.

Personality traits, money attitudes and consumer decision‐making styles as predictors of investment products choice in South Africa
Journal of Consumer Behaviour
2023/05 | journal-article
DOI: 10.1002/cb.2146

Investigating the impact of religiosity on entrepreneurial intentions
Journal of Business Research
2023/02/01 | journal-article
DOI: 10.1016/j.jbusres.2022.113528
ISSN: 0148-2963

Investigating the impact of religiosity on entrepreneurial intentions
Journal of Business Research
2023 | journal-article
DOI: 10.1016/J.JBUSRES.2022.113528
WOSUID: WOS:000898769800016

Personality traits, money attitudes and consumer decision-making styles as predictors of investment products choice in South Africa
Journal of Consumer Behaviour
2023 | journal-article
DOI: 10.1002/CB.2146
WOSUID: WOS:000935661200001

Evaluating key antecedents and consequences of the perceived helpfulness of online consumer reviews: A South African study
Electronic Commerce Research and Applications
2022/07 | journal-article
DOI: 10.1016/j.elerap.2022.101172
ISSN: 1567-4223

Antecedents of brand loyalty in South African retail banking
Journal of Financial Services Marketing
2022/06 | journal-article
DOI: 10.1057/s41264-021-00111-2

Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust
Journal of Brand Management
2022/05/18 | journal-article
DOI: 10.1057/s41262-022-00276-8
ISSN: 1350-231X
ISSN: 1479-1803

Antecedents of brand loyalty in South African retail banking
Journal of Financial Services Marketing
2022 | journal-article
DOI: 10.1057/S41264-021-00111-2
WOSUID: WOS:000684125600001

Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust
Journal of Brand Management
2022 | journal-article
DOI: 10.1057/S41262-022-00276-8
WOSUID: WOS:000797295500001

Evaluating key antecedents and consequences of the perceived helpfulness of online consumer reviews: A South African study
Electronic Commerce Research and Applications
2022 | journal-article
DOI: 10.1016/J.ELERAP.2022.101172
WOSUID: WOS:000836907500001

Health and Lifestyle Branding
Marketing Communications and Brand Development in Emerging Economies Volume I
2022 | book-chapter
DOI: 10.1007/978-3-030-88678-3_8

Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa
Cogent Psychology
2021/12/31 | journal-article
DOI: 10.1080/23311908.2021.1991728

Health Self-Identity–Based Motivations and Behavioral Intentions: A Predictive Model and Segmentation Analysis
Social Marketing Quarterly
2021/12 | journal-article
DOI: 10.1177/15245004211053853

Cultural Values and Marketing Communications in Emerging Markets
Palgrave Studies of Marketing in Emerging Economies
2021/10 | other
DOI: 10.1007/978-3-030-81329-1_3
ISSN: 2730-5554

Kaya FM: the challenge of an afropolitan positioning
Emerald Emerging Markets Case Studies
2021/06 | journal-article
DOI: 10.1108/eemcs-06-2020-0182
ISSN: 2045-0621

Predicting organisational commitment: The role of line manager communication, employee trust and job satisfaction
South African Journal of Business Management
2021/04/13 | journal-article
DOI: 10.4102/sajbm.v52i1.2355

Pathways to Global versus Local Brand Preferences: The Roles of Cultural Identity and Brand Perceptions in Emerging African Markets
Journal of Global Marketing
2021/02 | journal-article
DOI: 10.1080/08911762.2021.1886385
ISSN: 0891-1762

Kaya FM: the challenge of an afropolitan positioning
Emerald Emerging Markets Case Studies
2021 | journal-article
DOI: 10.1108/EEMCS-06-2020-0182

Predicting organisational commitment: The role of line manager communication, employee trust and job satisfaction
South African Journal of Business Management
2021 | journal-article
DOI: 10.4102/SAJBM.V52I1.2355
WOSUID: WOS:000644075300001