Papers by Théophile Bindeouè B . Nassè
Innovations , 2025
Purpose: This research paper is focused on bringing out some new insights about
corporate social... more Purpose: This research paper is focused on bringing out some new insights about
corporate social responsibility (CSR), brand reputation and customer loyalty in Wa
municipality’s banking sector. Design/ Methodology/ Approach: Grounded on a
positivist philosophical posture, the data were collected with a questionnaire and the
overall sample size is 250 respondents from the Upper West Region. Findings: The
results revealed four important key findings. First, the findings indicate CSR significantly
affects brand reputation. Further, CSR significantly affects customer loyalty. Moreover,
brand reputation significantly affects customer loyalty. Finally, brand reputation is a
mediator of the association between CSR and customer loyalty. Practical Implications:
This research provides a guide for managers in the banking industry to strategically
implement CSR initiatives that are enhancing brand reputation. With the understanding
that CSR activities resonate most with customers, banks can tailor their efforts to
maximize impact. Original Value: This research is the first to utilized hypothesized
model grounded on stakeholder theory to analyze how brand reputation bridges the
gap between CSR and customer loyalty in a specific African cultural context.
Keywords: Corporate Social Responsibility, Banking Sector, Brand Reputation,
Customer Loyalty
Academy of Marketing Studies Journal , 2026
In Burkina Faso, malaria causes the death of several individuals, mostly children aged 0 to 5 yea... more In Burkina Faso, malaria causes the death of several individuals, mostly children aged 0 to 5 years. Vaccination is one of the most effective means to fight malaria. Communication based on nudges and fear-based communication are used to raise awareness among individuals to get vaccinated. However, the literature on the use of these two communication registers has quite divergent results. The objective of this research is to study the influence of communication based on nudges and fear on the attitude and behavior of Burkinabe mothers to vaccinate their children. We used a qualitative methodology through a sample of 20 mothers for data collection. The results indicate that both forms of communication favorably influence the attitude and behavior of Burkinabe mothers towards the infant malaria vaccine. Communication based on fear is more effective compared to communication based on nudges. We recommend that health ministries communicate more by using fear and nudges to get mothers to agree to vaccinate their children.
Journal of Innovations, 2005
This research confirms the relationship between prayer practices, social class and consumption be... more This research confirms the relationship between prayer practices, social class and consumption behavior with psychosocial and cultural factors affecting consumer's choices and decisions. Thus, it reveals that innovation in marketing can help to fill marketing myopia in the beverage sector.
Advances in Consumer Research, 2024
From the actual start of activities to the crossing of the milestone, the entrepreneur of necessi... more From the actual start of activities to the crossing of the milestone, the entrepreneur of necessity encounters a multitude of problems of varying degrees of intensity that must be resolved so as not to jeopardize the sustainability efforts deployed until then. Our research work leads us towards a logical continuum seeking to understand over time, the behaviors adopted by the necessity entrepreneur to resolve critical incidents related to the start-up process. By incident is meant a difficulty that occurs during an entrepreneurial process and the consequences of which can be critical or serious if the entrepreneur does not resolve the incident. The critical (or serious) character here refers to what is not their routine. This means that the incident can slow down, slow down, induce or cause the abandonment of the process of starting the business of necessity. The empirical study is therefore part of an interpretive perspective and mobilizes a qualitative methodology known as the critical incident method. The analysis of research on entrepreneurial processes of necessity underscores the value of adopting a process perspective in the study of the phenomenon. Consequently, the research takes a longitudinal approach. We constituted a theoretical sample of twelve (12) necessity entrepreneurs from Burkina Faso, based in Ouagadougou who were followed through initial and in-depth interviews over a period of 15 months. The results indicate that, during the start-up process, entrepreneurs out of necessity leave with the means at their disposal (effect logic) rather than setting a predetermined goal (causal logic). At times, they mix between Causation and Effectuation according to planned or unforeseen events.
Purpose: This study examines business ethics, customer satisfaction, and purchase behavior within... more Purpose: This study examines business ethics, customer satisfaction, and purchase behavior within Wa Township, highlighting the importance of small enterprises in driving economic expansion in low-and middle-income environments Design/Methodology/Approach: The research utilized a quantitative approach in a case study methodology. 358 smallholder shop owners in total were chosen at random to take part in in-person face to face meeting. After being cleaned, the data were entered into a Microsoft Excel sheet, and loaded into SPSS and examined using the chi-square test of independence, frequencies, and proportions Findings: The results have shown a strong statistical relationship between business ethics and customer satisfaction (p=0.000), business ethics and purchase behaviour (p=0.000). Practical implications: This study recommends investment in growing smallholder business owners' knowledge about the necessity of business ethics and customer satisfaction. Original value: This research novelty displays in the context a nexus between business ethics, customer satisfaction and purchase behaviour, that can lead to greater sales and business success.
Sumerianz Journal of Business Management and Marketing, 2024
Purpose : In a highly competitive environment, the question of the sustainability of family-owned... more Purpose : In a highly competitive environment, the question of the sustainability of family-owned SMEs has become a major concern for managers and academics. With this in mind, the objective of this research is to identify how anticipations contribute to the sustainability of family-owned SMEs. Design/Approach / Methodology : To do this, a qualitative methodology is used, through semi-structured interviews, with thirty-six actors in the field. Findings : It appears that anticipation as a life-giving force, a catalyst for the future, a vector of sustainability and a tool for good governance helps family-owned SMEs to live for a long time in an uncertain geographical sphere. Practical implications : It implies that SMEs should build their internal system such in a way that they are able to anticipate challenges in order to enhance their organisational sustainability.
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Papers by Théophile Bindeouè B . Nassè
corporate social responsibility (CSR), brand reputation and customer loyalty in Wa
municipality’s banking sector. Design/ Methodology/ Approach: Grounded on a
positivist philosophical posture, the data were collected with a questionnaire and the
overall sample size is 250 respondents from the Upper West Region. Findings: The
results revealed four important key findings. First, the findings indicate CSR significantly
affects brand reputation. Further, CSR significantly affects customer loyalty. Moreover,
brand reputation significantly affects customer loyalty. Finally, brand reputation is a
mediator of the association between CSR and customer loyalty. Practical Implications:
This research provides a guide for managers in the banking industry to strategically
implement CSR initiatives that are enhancing brand reputation. With the understanding
that CSR activities resonate most with customers, banks can tailor their efforts to
maximize impact. Original Value: This research is the first to utilized hypothesized
model grounded on stakeholder theory to analyze how brand reputation bridges the
gap between CSR and customer loyalty in a specific African cultural context.
Keywords: Corporate Social Responsibility, Banking Sector, Brand Reputation,
Customer Loyalty