Felicia Naatu

• Amoako, George Kofi; Dartey-Baah, Kwasi; Naatu, Felicia; Acquah, Innocent Senyo Kwasi & Gabrah, Antoinette Yaa Benewaa (2024). Corporate social responsibility and brand performance: Evidence from Ghana. Journal of International Management. ISSN 1075-4253. doi: 10.1016/j.intman.2024.101161.
• Naatu, Felicia; Alon, Ilan; Amoako, George Kofi & Mornah, Dekuwmini (2023). Pro-Environmental values’ and consumer behavior in base of the pyramid market: Ghana. Competitiveness Review: an international business journal. ISSN 1059-5422. doi: 10.1108/CR-02-2023-0026. Show summary

  Purpose This study aims to fill the gap on proenvironmental behavior studies among consumers in bottom of the pyramid (BOP) market by examining the relationship between values, beliefs and norms among Ghanaian consumers. Design/methodology/approach A sample of 324 Ghanaian consumers (responses rate of 64%) was used to estimate the model. The data was analyzed using maximum likelihood robust approach of Lavaan package for structural equation modeling in R. Findings The findings show that there is no significant relationship between values and the new ecological worldview, which also does not affect awareness of environmental consequences. However, awareness of consequences, likely based on personal experiences, significantly impacts perceived ability to reduce threats to the environment. Ghanaian consumers are mainly influenced by personal experiences with local environmental consequences that affect their perceived ability to reduce threats to their environment and their willingness to engage in proenvironmental behavior. The study supports the argument that proenvironmental behavior is the result of complex decision-making that might be influenced by a country’s economic situation, infrastructure, culture and institutions. Research limitations/implications This study focuses on a single country in Africa. More studies are needed among other base of the pyramid countries, and in comparison to developed countries’ consumers. Originality/value The study adds to the limited knowledge regarding sustainable consumption in the neglected context of the bottom of the pyramid market.

• Naatu, Felicia; Nyarko, Samuel Anokye; Munim, Ziaul Haque & Alon, Ilan (2022). Crowd-out effect on consumers attitude towards corporate social responsibility communication. Technological Forecasting and Social Change. ISSN 0040-1625. 177. doi: 10.1016/j.techfore.2022.121544. Full text in Research Archive Show summary

  Corporate social responsibility (CSR) is assumed to function better in open societies and competitive markets where market forces drive communication and voluntary adoption of self-regulated quality CSR practices. Thus, the common wisdom maintains that consumer awareness of positive CSR activities of an organisation elicits positive perceptions about the organisation. Contrarily, we find negative and insignificant effect of CSR communication on perceived CSR performance in the context of Norway. The findings are consistent with predictions of crowding-out theory which submits that moderately enforced government policies can displace consumers’ intrinsic motivations to contribute to public good. Further, we find support for the contention that context affects decisions, especially where there are no clearly defined norms for appropriate behaviour and decisions are sensitive to social considerations. Building on existing literature, we provide a novel contribution by introducing explanations for consumers’ attitude towards CSR communication based on context and crowding-out theory.

• Naatu, Felicia; Alon, Ilan & Uwamahoro, Rehema (2021). Micro-Franchising in the Bottom of the Pyramid Market: Rwanda. Journal of Social Entrepreneurship. ISSN 1942-0676. p. 1–21. doi: 10.1080/19420676.2020.1755347. Full text in Research Archive
• Naatu, Felicia & Alon, Ilan (2019). Social Franchising: A Bibliometric and Theoretic Review. Journal of Promotion Management. ISSN 1049-6491. 25(5), p. 1–26. doi: 10.1080/10496491.2019.1584777. Full text in Research Archive Show summary

  ABSTRACT We present a comprehensive review of social franchising literature and an integrated framework highlighting factors and theories driving the concept. Bibliometric and content analysis are used to analyze 111 articles between 2002 and 2018 from ISI Web of Science and Scopus. The following three research streams are identified: motivations for social franchising, how social franchising work, and impact of social franchising. These are integrated into a conceptual framework of five factors providing insights into value creation, performance improvement, and minimization of failures among social franchises. The review responds to calls for theoretical explorations in the field and provides bases for further studies.

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• Baah-Peprah, Prince; Anokye Nyarko, Samuel; Naatu, Felicia & Flåten, Bjørn-Tore (2024). Electronic taxation, trust in government, and the adoption of fintech: The case of mobile money in Ghana.
• Naatu, Felicia & Alon, Ilan (2018). A Bibliometric Analysis of Social Franchising.
• Naatu, Felicia & Alon, Ilan (2021). Social Entrepreneurship and Corporate Social Responsibility in Franchising. University of Agder. ISSN 978-82-8427-023-4. Full text in Research Archive

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