Profiles
Dr Africa Makasi
Lecturer in Marketing
Plymouth Business School (Faculty of Arts, Humanities and Business)
Biography
Biography
Qualifications
Ph.D.; MSc; BBA; Grad Dip Mkt; PGDip PM
Roles on external bodies
External Examiner
· Wits Business School
· Graduate School of Business (UCT)
· Northwest University (NWU)
· University of KwaZulu-Natal (UKZN)
· Namibia Business School (UNAM)
· National University of Science and Technology (NUST, Zim)
Teaching
Teaching
Teaching interests
Digital Marketing
Marketing analytics
Consumer behaviour
Business research methods
Quantitative analysis
Services Marketing
Strategic Marketing
Branding and brand management
Staff serving as external examiners
· Wits Business School
· Graduate School of Business (UCT)
· Northwest University (NWU)
· University of KwaZulu-Natal (UKZN)
· Namibia Business School (UNAM)
· National University of Science and Technology (NUST, Zim)
Publications
Publications
Nyagadza, B., Kadembo, E. and Makasi, A. (2021). When corporate brands tell stories: A signalling theory perspective. Cogent Psychology, 8(1),1-29.
Nyagadza B., Kadembo, E., & Makasi, A. (2020). Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions, Cogent Business & Management, 7:1, 22-35. DOI: 10.1080/23311975.2020.1858524
Nyagadza, B., Kadembo, E. and Makasi, A. (2020). Corporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions? Cogent Social Sciences, 6:(1),1-26.
Nyagadza, B., Kadembo, E. and Makasi, A. (2020). Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding, Cogent Business & Management, 7 (1),1-12.
Nyagadza, B.; Kadembo, E. and Makasi, A. (2019). An application of impression management theory on corporate storytelling for branding in examining internal stakeholders’ corporate brand perceptions. The Retail and Marketing Review 15, 39-50.
Nyagadza, B., Kadembo, E. and Makasi, A. (2020). A conceptual model of corporate storytelling for branding. Journal for Communication Sciences in Southern Africa, 39 (2),25-48
Saruchera, F. and Makasi, A. (2017). Prior access to modern learning technologies as a predictor of post- admission dissonance in African Universities: Evidence from Namibia and Zimbabwe in Technology driven Curriculum for 21st Century Higher Education students in Africa.
Makasi, A and Govender, K (2016). Validating Marketing strategy Measures for a globalized Developing Country. International Journal of Business Management Dynamics. 1(1),1-11.
Makasi, A and Govender, K (2015). Rethinking marketing strategy and National Policy in clothing and textiles: The case of Zimbabwe. African Journal of Business and Economic Research. 10(2&3),115- 141.
Makasi A.; Govender K., and Tapfuma L. (2014). Succeeding through Disruption: Exploring the Factors Influencing the Adoption of Disruptive Technologies in the Mobile Telecommunications Industry in Zimbabwe.Mediterranean Journal of Social Sciences. 5(20),2550-2558.
Makasi A.; Govender K., and Madzorera N. (2014). Re-Branding and Its Effects on Consumer Perceptions: A Case Study of a Zimbabwean Bank.Mediterranean Journal of Social Sciences. 5(20),2582-2588.
Makasi, A and Govender, K (2014). Price as a Proxy of Quality: Achieving Something Out of Nothing through the Placebo Effect. Journal of Economics. 5(3),239-246.
Makasi A.; Govender K., and Rukweza C. (2014). Building Brand Equity through Advertising.Mediterranean Journal of Social Sciences. 5(20),2613-2624.
Makasi A.; Govender K., and Munyoro T. (2014). The Effects of Corporate Social Responsibility (CSR) on Corporate Brand Positioning.Mediterranean Journal of Social Sciences. 5(20),2597-2607.
Makasi, A and Govender, K (2016). Globalization and marketing strategy formulation - a qualitative study of the clothing and textile industry in Zimbabwe. Journal of Global Economics, Management and Business Research, 5(3),152-165.
Makasi A.; Govender K. (2016). Exploring the Impact of Globalization on Marketing Strategy in a Developing Country. Journal of Economics, 7 (2-3),179-192.
Makasi, A and Govender, K (2015). Validating value chains in higher and tertiary education: Setting the development agenda for Africa. European Journal of Business and Social Sciences. 4(2)30-43.
Makasi A.; Govender K. (2015). Globalization and Sustainable Development: A conceptual Model. Mediterranean Journal of Social Sciences. 6(4),341-349.
Makasi, A. and Govender, K. (2016). Evaluating value chains in tertiary education: setting the developmental agenda for Africa. European Journal of Business and Social Sciences, 4(2),30-43.