Dr. Ayantunji Gbadamosi
- Contact details
- Activities and responsibilities
- Interests and Expertise
- Teaching: Programmes
- Teaching: Modules
- Current research and publications
- Other scholarly activities
- Abstracts
Contact details
Position: Senior Lecturer
Location: BS 4.24 Docklands Campus
Telephone: 0208 223 2205
Email: A.Gbadamosi@uel.ac.uk
Contact address:
UEL Royal Docks Business SchoolUniversity of East London
Docklands Campus
4-6 University Way
London E16 2RD
Brief biography
Dr 'Tunji Gbadamosi [Bsc (Hons), Msc, PhD, MCIM, FHEA] joined UEL as a Senior Lecturer of Marketing in 2008. He is currently the programme Leader for Msc. International Marketing Management and has formerly served as the programme Leader for BA Marketing at the Royal Docks Business School of the university. He holds a BSc in Business Administration (second class upper division) and a Msc. in Marketing from University of Lagos, Nigeria in 1995 and 1998 respectively, and received his PhD in marketing from the University of Salford (UK) in 2008.
Prior to Joining the academia, he has worked in the private sector of the Nigerian Business Environment as an Assistant Executive Officer in charge of sales of pharmaceutical and electrical products in a group of Companies in Lagos, Nigeria. He started his full-time academic career in 1999 at the University of Lagos, Nigeria where he taught various marketing-related courses like Principles of Marketing, Consumer Behaviour, Promotion, and Sales Management. He has also worked as an Associate Lecturer in various educational institutions both in Nigeria and in the UK. In Nigeria, Dr Gbadamosi taught at various institutions which include the Nigerian Institute of Management (NIM), and The Chartered Institute of Marketing of Nigeria which is now known as the National Institute of Marketing of Nigeria. In the United Kingdom, he has taught marketing-related courses at the University of Salford, Manchester Metropolitan University (MMU), and Liverpool Hope University. Dr Gbadamosi has supervised several undergraduate and postgraduate projects including 1 PhD student to successful completion. He is curretly co-supervising 4 PhD students and has served as internal examiner for 1 PhD examination. He provides consultancy services to businesses in the areas of SME marketing, Consumer Behaviour, Marketing Communications and Marketing to Children on a regular basis. Dr Gbadamosi is listed in the current edition of Who is Who in the World.
Activities and responsibilities
Module Leader for the following courses:
- SM 1010 - Marketing: Principles and practice
- SM 2021 - SME marketing
- SM 222 - Managing Growing and Small Businesses (MBA)
Areas of Interest/Summary of Expertise
Dr Gbadamosi's areas of interest are:
- Consumer Behaviour
- Marketing to children,
- Marketing Communications, and
- SME Marketing
Teaching: Programmes
- PhD
- MBA
- BA Business studies
- BA Marketing
Teaching: Modules
- SM 222 Managing Small and Growing Business (MBA)
- SM 1010 Marketing: Principles and practice
- SM 2021 SME marketing
- SM 2040 Integrated Marketing Communication
Current research and publications
Journal Articles
- Gbadamosi., A. (2012), 'Exploring Children, Family, and Consumption Behaviour: Empirical Evidence from Nigeria', Thunderbird International Business Review (forthcoming)'
- Gbadamosi, A. (2011), ‘Acculturation: An Exploratory Study of Clothing Consumption among Black African Women in London (UK)’, Journal of Fashion Marketing and Management (forthcoming)
- Osei, C. and Gbadamosi, A. (2011), ‘Rebranding Africa', Marketing Intelligence and Planning, vol.29, No.3, pp.284-304
- Samad, N., Nwankwo, S. and Gbadamosi, A. (2010), ‘Branding in Contraceptive Social Marketing: The Pakistani experience’, Social Marketing Quarterly, vol.16, No.2, pp.50-68
- Gbadamosi, A. (2010), ‘Regulating Child-related Advertising in Nigeria’, Young Consumers, vol.11, No.3, pp.204-214
- Gbadamosi, A. (2009), ‘Low Income Consumers’ Reactions to Low-involvement Products’, Marketing Intelligence and Planning, vol.27, Issue 7, pp.882-899
- Gbadamosi, A. (2009), ‘Cognitive dissonance: The implicit explication in low-income consumers’ shopping behaviour for ‘low-involvement’ grocery products, International Journal of Retail and Distribution Management, vol. 37, No.12, pp. 1077-1095
- Gbadamosi, A., Iwaloye, O. and Bamber, D. (2009), ‘An Exploratory study Of Students’ Consumption Of Non-Alcoholic Beverages In Nigeria: A Qualitative Perspective, Nutrition and Food Science, vol.39, 6, pp.609-618
- Yusuf, T. O. , Gbadamosi, A., and Hamadu, D. (2009), ‘Attitudes of Nigerians Towards Insurance Services: An Empirical Study’, African Journal of Accounting, Economics, Finance & Banking Research, (USA) vol.14, No.4, July, pp.34-46
- Ogundele, O.J.K. and Gbadamosi, A. (2006), ‘An Empirical Study of the Marketing Strategies of Nigerian Small Scale Businesses’, Lagos Organization Review, vol.2, No.3, (Jan- March), pp.80-88
- Gbadamosi, A. (2004), ‘Total Quality Marketing: The Missing Link in Nigerian Entrepreneurship’, Nigerian Journal of Marketing, vol.5, No.1, (April), pp. 124-130
- Gbadamosi, A. (2003), ‘The Antecedents and Consequences of Consumers’ Purchase Decisions of Newly Introduced Products (NIP): An Empirical Approach. Nigerian Journal Of Risk and Insurance {N.J.R.I}, vol. 4. No. 1, pp. 68-85
- Gbadamosi, ‘Tunji. (2000), ‘Consumers’ Redemption: Whose Responsibility?’ International Journal of Management Sciences and Information Technology. Vol.1 No.1 – April, p.46 –54.
Articles published in conference proceedings
- Gbadamosi, A. (2011), 'Clothing Acculturation Among Black African Women in London (UK): An Exploratory Study', in Obuah, E. (ed) ‘African Business and Sustainable Development: Challenges in the Era of Globalization', Proceedings of the International Academy of African Business and Development (IAABD) Conference at Athabasca University, Edmonton, Canada, May 17- 20, 2011
- Gbadamosi, A., Oniku, A., and Bamber, D. (2011), 'Brand Personality Re-examined: Perspective from Fast-food Industry in a Typical African Country', in Obuah, E. (ed) ‘African Business and Sustainable Development: Challenges in the Era of Globalization', Proceedings of the International Academy of African Business and Development (IAABD) Conference at Athabasca University, Edmonton, Canada, May 17- 20, 2011
- Gbadamosi, A. and Madichie, N. O. (2010), ‘Adaptive Curriculum for Entrepreneurial Learning: A case Study of SME Marketing at UEL’, Institute for Small Business and Entrepreneurship Annual Conference, Grand Connaught Rooms, London, November, 2 -4, 2010
- Gbadamosi, A. (2010), ‘A conceptual Overview of Consumer Involvement: Implications for Marketing in Africa’, in Obuah, E. (ed) ‘Moving Africa towards Sustainable Growth and Technological Development’, Proceedings of the International Academy of African Business and Development (IAABD) Conference at the University of Lagos, Nigeria, May 18- 22, 2010
- Gbadamosi, A. and Yusuf, T. O. (2010), ‘Curbing the Menace of Opportunism in Insurance Business: The Mediating Role of Marketing Strategies’, in
- Transformational Marketing, Proceedings of the Academy of Marketing (AM) conference at the Coventry University Business School, UK, July 6-8, 2010
- Nwankwo, S. and Gbadamosi, A. (2009), ‘Mediating Effects of Black Pentecostalism on Entrepreneurial orientations’, Institute for Small Business and Entrepreneurship Annual Conference, The Novas Centre, Liverpool, UK, November, 3-6
- Gbadamosi, A. and Oniku, C. A. (2009), The Strategic Implications of China’s Economic Pacts with Sub-Sahara African Countries: The Case of Nigeria, International Journal of Arts and Sciences Conference, Bad Hofgastein, Austria, June 1-4
- Gbadamosi , A. (2009), ‘Advertising to Children in Nigeria: Improving the status Quo for Enhanced Ethical Marketing Practices’, in Sigue, S. (ed.) ‘Repositioning African Business and Development for the 21st Century’, Proceedings of the International Academy of African Business and Development (IAABD) Conference at the Makerere University Business School, Kampala, Uganda, May 19-23
- Hamadu, D., Yusuf, T. O., and Gbadamosi, A. (2008), ‘Attitude of Nigerians Towards Insurance Services’, in Sigue, S. (ed.) ‘Global and Local Dynamism in African Business & Development’, Proceedings of the International Academy of African Business and Development (IAABD) Conference at the University of Florida, Gainesville, USA, 20th– 24th of May, 2008
- Gbadamosi, A., Iwaloye, O. and Bamber, D. (2008), ‘An Analysis Of Students’ Consumption Of Non-alcoholic Beverages in Nigeria: A Qualitative Inquiry’, in ‘Reflective Marketing in a Material World’, Academy of Marketing (AM) Conference, at Robert Gordon University, Aberdeen, 8th – 10th July, 2008
- Gbadamosi, A. (2007), ‘Catch Them Young: An Exploratory Study of the Roles of Children in Family Purchase Decisions In Nigeria’, in Ayadi, F. (ed.), ‘Building New Strategic Partnership for Africa’s Development’, Proceedings of the International Academy of African Business and Development (IAABD) Conference at London Metropolitan university, London, UK, 29 May – 2 June 2007, pp.320-326
- Gbadamosi, A. (2007), ‘Low-Income Consumers’ Reactions to Sales Promotion Stimuli of Low Involvement Products: An Exploratory Perspective’, Proceedings of Salford Postgraduate Annual Research Conference (SPARC), The University of Salford, UK, 10th -11th May, 2007, pp.87-103
Chapters in Edited Books
- Gbadamosi, A. (2011), ‘Entrepreneurship Marketing Environment’, in Nwankwo, S. and Gbadamosi, A. (Eds.) ‘Entrepreneurship Marketing: Principles and Practice of SME Marketing’, Oxfordshire: Routledge, pp. 55-78
- Gbadamosi, A. (2011), ‘Managing products in Small and Medium-sized Enterprises: A customer-oriented Perspective’ in Nwankwo, S. and Gbadamosi, A. (Eds.) ‘Entrepreneurship Marketing: Principles and Practice of SME Marketing’, Oxfordshire: Routledge, pp108-126
- Gbadamosi, A. (2004), ‘Theories of Comparative Management and Administration’ In Ogundele, O.J.K. (ed.) Comparative management and Administration- A Book Of Readings’. Lagos: Concept Publication pp.62-78
- Gbadamosi, A. (2004), ‘Cultural Dimension of Comparative Management and Administration’, In Ogundele, O.J.K. (ed.) Comparative management and Administration- A Book Of Readings’. Lagos: Concept Publication pp.111-137
- Adebakin M. and Gbadamosi, A. (2004), ‘Selected problems of Comparative Management and Administration’ In Ogundele, O.J.K. (ed.) Comparative management and Administration- A Book Of Readings’. Lagos: Concept Publication pp.333-344
- Gbadamosi, A. (2001), ‘The Concept of Business’ In Asika, N. and Odugbesan, A. (eds.) ‘Understanding Nigerian Business Environment- A Book of Readings’. Concept Publication (Lagos), pp. 9-21
Book Co-edited
- Nwankwo, S. and Gbadamosi, A. (2011), (Eds.) ‘Entrepreneurship Marketing: Principles and Practice of SME Marketing’, Oxfordshire: Routledge Book
Book
- Gbadamosi, A. (2010), ‘Low-income Consumer Behaviour: A Contextual Focus on Women and Low-involvement Grocery Products’, Germany: LAP LAMBERT Academic Publishing
Doctoral Thesis
- Gbadamosi, A. (2008), ‘An Exploratory Analysis of Low-income Women Consumers and Their Consumption of ‘Low involvement’ Grocery Products’, PhD Thesis, University of Salford, UK
Other publications:
- Gbadamosi, A. (2010), 'Pentecostalism in African Caribbean Community in the UK: An emerging Framework for Entrepreneurial Networks', Enterprising Matters, e-Magazine for the Institute for Small Business and Entrepreneurship, Autumn 10
He has contributed case studies to the following publications:
- Kotler, P. and Armstrong, G. (2012), ‘Principles of Marketing’, 14th ed, Essex: Pearson Education Limited
- Keegan, W. J. and Green, M. C. (2011), ‘Global Marketing’, 6th ed, Essex: Pearson Education Limited
Other scholarly activities
Dr Gbadamosi is a:
- Fellow of the Higher Education Academy (FHEA),
- Full member of the Chartered Institute of Marketing (MCIM),
- Member of the Academy of Marketing (MAM),
- Member of the International Academy of African Business Development (IAABD)
- Member of the Institute for Small Business and Entrepreneurship (ISBE)
- Member of the editorial board of the Business and Economics Journal (BEJ).
He also reviews articles for leading journals and conferences -
- Marketing Intelligence and Planning,
- International Journal of Retail and Distribution Management,
- Journal of African Business
- Technology Analysis and Strategic Management
- Management Research Review
- Arts and Social Sciences Journal
- Academy of Marketing conference
- International Academy of African Business and Development (IAABD) conference.
Abstracts
Gbadamosi, A. (2009), ‘Cognitive dissonance: The implicit explication in low-income consumers’ shopping behaviour for ‘low-involvement’ grocery products, International Journal of Retail and Distribution Management, vol. 37, No.12, pp. 1077-1095
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Purpose of Study: the overriding aim of the study is to conduct an exploratory analysis of low-income women consumers’ consumption of low-involvement grocery products, and to explore the relevance of cognitive dissonance in this consumption.
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Methodology: One focus group discussion and 30 in-depth interviews were conducted with low-income women consumer at Salford area of the North-west of England to explore their salient beliefs, motivations, attitudes, and behaviours in respect of their consumption of low-involvement grocery products.
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Findings: Findings suggest that low-income women consumers engage in habitual purchasing and are not loyal to brands of grocery products. However, they often buy stores’ own value-range brands as they believe that these products are similar to manufacturers’ brands. They do not perceive price to be an indication of quality, rather they attribute basic differences between the stores’ own value-range and manufacturers’ brands as ‘expensive packaging’ and the popularity of the brand name. Value for money was revealed as a key motivation underlying their purchasing of grocery products. Consequently, they are very sensitive to sales promotions and actively engage in making comparisons between the promotions in different stores within their locality. These confirm the incidence of cognitive dissonance in their consumption of these products.
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Practical implication/Originality: The study shows that generalisation in consumer behaviour without due reference to the contextual factors identified among low-income women consumers provides a limited understanding of their decision-making and purchase behaviour. It also supplements the limited empirical information on low-income consumers, and consequently will be of interest to marketing practitioners, as it will reveal potential directions for low-involvement product strategies in respect of the low-income consumer.
