Author: admin

OSSAI Patrick Esume NWULU Chinyere Stella ADIELE Kenneth Chima
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.

Abstract
This study investigated the influence of supply chain robustness on performance of listed oil and gas companies in Nigeria. Supply chain robustness was used as a unidimensional variable while performance was measured using responsiveness, reliability and assets management efficiency. The study employed a cross-sectional survey strategy. The population of the study consisted 7 listed oil and gas companies, and a census was taken, while 35 respondents consisting supply chain manager, logistics manager, distribution manager, marketing manager and purchasing manager provided data. Data was collected using semi-structured questionnaire designed in the 5-point Likert-type scale. The questionnaire was distributed online using emails obtained from the companies. Responses 33 respondents were used for the study. Hypotheses were tested using simple regression with the aid of statistical package for social sciences version 23. From the analysis, it was found that supply chain robustness has varying degrees of significant influence on measures of supply chain performance of (responsiveness, reliability, and asset management efficiency). It was therefore concluded that supply chain robustness has a strong influence on performance of listed oil and gas companies in Nigeria. The study recommends that listed oil and gas companies should build capabilities that enable their supply chains and firms to prepare for disruptions so they can quickly ‘‘bounce back’’ from such disruptions.

Keywords: Assets management efficiency, organizational performance, reliability, responsiveness supply chain robustness.

UTIBE Joseph DIDIA James U. D. GLADSON-NWOKAH Juliet
Department of Marketing, Faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Corresponding email: utibe.Joseph@rsu.edu.org

Abstract
This study examined the relationship between brand association and marketing wellness of travel and tour companies in Rivers State. Brand association was used as the predictor variable to marketing wellness with respect to market share and sales growth. The study adopted an explanatory research design. The population of the study consisted 16 registered travel and tour companies. The entire population was adopted as the sample size. 3 management level staff (marketing manager, operational manager and tour manager) from each of the 16 firms served as respondents, making 48 respondents for the study, out of which only 39 responses were used for the study. Data for the study were collected via a self-made structured questionnaire. Pearson Product Moment Correlation statistics was used to tests the hypotheses formulated for the study, and was aided by the Statistical Package for Social Sciences (SPSS), version 25.0. The study found different degree of positive relationship between brand association and measures of marketing wellness (market share and sales growth). Thus, the study concludes that brand association significantly relates to marketing wellness; and recommends that managers of travel and tour companies in Rivers State that seek enhanced marketing wellness should develop and nurture brand association as an intangible asset.

Keywords: brand association, market share, marketing wellness, travel and tour companies, sales growth.

OKOKPA Louisa Chioma1 HARCOURT Horsfall2 ORLU Rising Ezekiel3
1, 2 Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
3 Department of Logistics and Supply Chain Management, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Corresponding email: harcourt.horsfall@ust.edu.ng

Abstract
This study examined the nexus between ABC technique and marketing performance of fast-moving consumer goods manufacturing companies in South-South, Nigeria. The study treated ABC technique unidimensionally, while marketing performance was decomposed into innovativeness, cost advantage and customer acquisition. The study adopted a correlational research design with a quantitative research approach. The study population comprised 20 consumer goods companies in South-South Nigeria, quoted on the Nigerian Stock Exchange. The study adopted a census method and administered three copies of questionnaire to Operations Managers, Procurement/Logistics Managers, and Marketing Managers from each of the twenty FMCGs in South-South Nigeria. This means that a total of 60 respondents were used for the study. Pearson’s Product Moment Correlation was used to test the hypotheses with the aid of the Statistical Package for the Social Science, version 25.0. The study found that ABC technique positively and significantly relates to marketing performance, and concluded that ABC technique significantly and positively relates to marketing performance of fast-moving consumer goods manufacturing companies in South-South, Nigeria. The study recommends that managers of fast-moving consumer goods manufacturing companies should integrate ABC technique in their inventory processes, as this can enhance their marketing performance.

Keywords: ABC technique, cost advantage, customer acquisition, innovativeness, marketing performance.

OLOPADE Oluwaseun John1 ADEKUNLE Kikelomo Julianah2 OGUNDELE Moses Adio3
1,3Department of Business Administration and Management, Federal Polytechnic Ilaro, Ogun State
2Department of Accountancy, Federal Polytechnic Ilaro, Ogun State

Abstract
This study examined the effect of celebrity endorsement on customer patronage of Pepsi Nigeria, focusing on Ilaro metropolis, Ogun State. Specifically, it investigated how celebrity attractiveness, credibility, and trustworthiness influence consumer behavior and loyalty. The study adopted a survey design. The population comprised consumers of Pepsi-Cola in Ilaro metropolis, Ogun State. A sample size of 384 consumers was determined using Cochran’s formula. Structured questionnaire was administered, and 352 valid responses were analyzed using descriptive statistics and multiple regression analysis. The results revealed that celebrity attractiveness (β = 0.151, p = 0.003) and credibility (β = 0.174, p = 0.001) exert weak but significant positive effects on customer patronage, while celebrity trustworthiness (β = 0.436, p = 0.000) demonstrated a moderate and more influential impact. These results indicate that consumers attach greater importance to endorsers’ integrity and ethical conduct than to their physical appeal or perceived expertise. The study concludes that celebrity endorsement significantly shapes customer patronage when trustworthiness is emphasized. It recommends that Pepsi Nigeria should engage credible and trustworthy celebrities whose values align with their brand identity to foster authenticity, deepen customer loyalty, and ensure long-term competitiveness.

Keywords: celebrity attractiveness, celebrity credibility, celebrity endorsement, celebrity trustworthiness, customer Patronage.

DOTUN Babatunde Onifade WALI Andy Fred NWULU Chinyere Stella
ALEX-AKEKUE Nennaaton
Department of Marketing, Faculty of Administration and Management,
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Corresponding email: dotun.onifade@rsu.edu.ng

Abstract
This study investigated the correlation between green warehousing and marketing sustainability of fertilizer production firms in Nigeria. The study was conceptualized with green warehousing as predictor to marketing sustainability measures of product stewardship, resource usage and competitive advantage. The study adopted a cross-sectional research design. The study population comprised 21 fertilizer production firms in Nigeria. The entire universe was surveyed. 6 copies of structured questionnaire designed in the 5-point Likert scale, were administered to production, procurement, inventory, quality assurance, marketing managers and community relations managers of each of the 21 firms. Thus 126 respondents provided data for the study. The reliability of the instrument was determined using Cronbach’s Alpha test. All the variables scored above 0.70. Pearson Product Moment Correlation was used to test the nexus between green warehousing and measures of marketing sustainability. The Statistical Packages for Social Sciences Version 25.0 facilitated the test. The results of the tests revealed that green warehousing has a significant correlation with marketing sustainability. Thus, the study concluded that green warehousing predicts marketing sustainability of fertilizer production firms in Nigeria; and recommends that managers of fertilizer production firms in Nigeria should adopt green warehousing, if they seek to enhance their marketing sustainability.

Keywords: Competitive advantage, fertilizer production firms green warehousing, marketing sustainability, product stewardship, resource usage.

MAC-ADIKI Doris NADUBE Paul M.
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.

Abstract
This study examined the correlation between order accuracy and operational performance of food and beverages firms in Rivers State. Operational performance was measured using operation efficiency and operational effectiveness. In carrying out the study, a cross-sectional survey research design was adopted. The population of study comprised 27 food and beverages firms in Rivers State. The entire population was surveyed. 4 respondents were drawn from each of 27 food and beverages firms, totalling 108 respondents to whom questionnaire was administered. Test of hypotheses was done using Pearson Product Moment Correlation with the aid of statistical packages for social sciences (SPSS) version 25.0. The study found that order accuracy has a very strong positive correlation with operational efficiency and a strong positive correlation with operational effectiveness of food and beverages firms in Rivers State. Based on the findings, the study concludes that order accuracy significantly relate to operational performance of food and beverages firms in Rivers State; and recommends that food and beverages firms should invest in training programs focused on order accuracy, so as to enhance operational efficiency and operational effectiveness.

Keywords: Order accuracy, operational effectiveness, operational efficiency, operational performance

EKE-EJEE Johnson Uchenna WALI Andy Fred NWULU Chinyere Stella
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.

Abstract
This study investigated the impact of supplier risk abatement on competitiveness of firms in Nigeria’s oil and gas sector. Anchored on resource dependence theory, the study examined key outcomes of business competitiveness – cost saving, organizational responsiveness and procurement cycle time. The study adopted causal research design with a cross-sectional approach. The population of the study comprised 20 major downstream oil and gas companies operating in Nigeria. The population is small, hence all the companies were studied. However, 86 respondents provided data for the study through a semi-structured questionnaire designed in 5–point Likert scale. The study found that supplier risk abatement has strong positive and statistically significant impact on cost savings, a moderate positive and statistically significant impact on organizational responsiveness, and a very strong positive and statistically significant impact on procurement cycle time of firms in Nigeria’s downstream. Based on these findings, this study concluded that supplier risk abatement has a positive and significant impact on competitiveness of firms in Nigeria’s downstream oil and gas sector; and recommended that firms in Nigeria’s downstream oil and gas sector should design comprehensive supplier risk management systems, including risk mapping, financial health monitoring, contingency sourcing, and joint crisis management protocols with suppliers.

Keywords: business competitiveness, cost savings, organizational responsiveness, procurement cycle time, supplier risk.

WAGBARA Happiness ALEX-AKEKUE Nennaaton POI Elizabeth Ledisi
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
This study examined the correlation between product disposition and supply chain sustainability of bottled water companies in Rivers State, focusing on how product disposition relates to economic, environmental, and social sustainability. Founded on the Natural Resource-Based View, the study adopted a correlational research design with a cross-sectional approach. The population of the study comprised 10 registered and functional bottled water companies operating in Rivers State. The entire population was studied. 36 respondents provided data for the study through a semi-structured questionnaire designed in Likert 5–point scale. The Pearson Product Moment Correlation statistic was used to test the correlation between product disposition and measures of supply chain sustainability. The results showed that product disposition relates positively and significantly to economic, social and environmental sustainability. Thus the study concluded that there is a significant relationship between product disposition and supply chain sustainability of bottled water companies in Rivers State; and recommends that bottled water companies that seek to improve their supply chain sustainability should invest in closed-loop recycling systems that enable collection, cleaning, and reuse of bottles; prioritizing eco-design when developing new packaging; and engage consumers in sustainability initiatives.

Keywords: economic sustainability, environment sustainability, product disposition, social sustainability supply chain sustainability.

EKE-EJEE Johnson Uchenna WALI Andy Fred NWULU Chinyere Stella
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.

Abstract
This study investigated the impact of supplier risk abatement on competitiveness of firms in Nigeria’s oil and gas sector. Anchored on resource dependence theory, the study examined key outcomes of business competitiveness – cost saving, organizational responsiveness and procurement cycle time. The study adopted causal research design with a cross-sectional approach. The population of the study comprised 20 major downstream oil and gas companies operating in Nigeria. The population is small, hence all the companies were studied. However, 86 respondents provided data for the study through a semi-structured questionnaire designed in 5–point Likert scale. The study found that supplier risk abatement has strong positive and statistically significant impact on cost savings, a moderate positive and statistically significant impact on organizational responsiveness, and a very strong positive and statistically significant impact on procurement cycle time of firms in Nigeria’s downstream. Based on these findings, this study concluded that supplier risk abatement has a positive and significant impact on competitiveness of firms in Nigeria’s downstream oil and gas sector; and recommended that firms in Nigeria’s downstream oil and gas sector should design comprehensive supplier risk management systems, including risk mapping, financial health monitoring, contingency sourcing, and joint crisis management protocols with suppliers.

Keywords: business competitiveness, cost savings, organizational responsiveness, procurement cycle time, supplier risk.

IBE Kelechi Henry DIDIA James U. D. HAMILTON-IBAMA Lolia Edith-Onajite
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
This study explored the correlation between information sharing and operational efficiency of oil and gas service providers in Rivers State, focusing on how information sharing relates to cost reduction, time saving and service delivery. Founded on the Resource-Based View, the study adopted a correlational research design with a cross-sectional approach. The population of the study comprised 33 oil and gas services providers. All the companies were surveyed. However, 131 respondents provided data for the study through a semi-structured questionnaire consisting of 16 measurement items, and designed in Likert 5–point scale. The Pearson Product Moment Correlation served as test statistic. The results of test of hypotheses revealed that information sharing relates positively and significantly to cost reduction, time saving and service delivery. Thus, the study concludes that information sharing is pivotal to operational efficiency of oil and gas service providers in Rivers State, and recommends that, oil and gas service providers in Rivers State that seek improved operational efficiency should engage information with key stakeholders in their supply chain.

Keywords: Cost reduction, information sharing, operational efficiency, time savings, service delivery.