January 2015

Determinants of sales force technology adoption among insurance sales agents in Kenya

Salespersons are adopting and using a variety of technologies to increase their selling productivity and efficiency at different rates. This study identifies various factors that can influence the adoption of sales force automation and analyzes their effect on technology adoption. An explanatory research design was used and data collected by means of self-administered questionnaires to the target population. Reliability...

Author(s): Lagat C. K., Ndegwa, H. W. and Bonuke, R.

January 2015

Does corporate reputation affect brand preference? Application to the soft drinks industry in Egypt

Researchers have acknowledged the importance of corporate reputation amongst different fields of study. Scolars addressing corporate reputation in the field of marketing have acknowledged corporate reputation has a positive effect on customer loyalty and satisfaction. However, there is limited research tackling brand preference and also these studies mainly tackled developed markets. The relationship between corporate...

Author(s): Aly Mahmoud Zayed and Hamed Shamma