Dr Africa Makasi
Profiles

Dr Africa Makasi

Lecturer in Marketing

Plymouth Business School (Faculty of Arts, Humanities and Business)

Biography

Biography

Plymouth University – UK
University of Fort Hare– Republic of South Africa
Namibia University of Science &Technology – Namibia
Midlands State University- Zimbabwe

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

Journals

 

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.