PROFESSOR PETER ANABILA

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Prof. Peter Anabila, ACIB, is an associate professor of marketing at the Central Business School, Central University. He doubles as the Coordinator of Graduate Studies at the School of Graduate Studies and Research and the Research Coordinator at the Central Business School. He comes with a rich teaching, research and industry experience. He has been a faculty member at the Department of Marketing since 2011. During this period, he has supervised and examined many long essays/dissertations at both undergraduate and postgraduate levels and co-authored the “Guide for Writing and Presenting Dissertation and Thesis” currently used by School of Graduate Studies and Research. As a professional banker and an Associate (Member) of the Chartered Institute of Bankers (Ghana), he has taught professional banking courses such as Law Relating to Banking and Customer Care for the Associateship Examinations of the Chartered Institute of Bankers, Ghana. He has also served as a teaching assistant at the University of Ghana Business School between 2009-2010. With respect to his industry background, he has had 12 years of banking experience (1996-2008), having worked with The Trust Bank Limited (acquired by Ecobank) and Stanbic Bank Ghana Limited for 12 years in aggregate. His banking experience spans domestic banking operations, international banking operations, and a Business Banker with responsibility for managing account relationships focusing on branch SME account portfolio. His research interests are in Relationship Marketing, Integrated Marketing Communications, services marketing and Market Orientation. His recent publications include:

  RECENT PUBLICATIONS 

  1. Anabila, P. (2015). Exploring branding as a strategy to boost local rice patronage: Evidence from Ghana. IUP Journal of Brand Management, 12(1), 1-16.
  2. Anabila, P., Tagoe, C., & Asare, S. (2015). Consumer perception of sex appeal advertising: A high context cultural perspective. The IUP Journal of Marketing Management, 14(4), 34-53.
  3. Amoako, G. K., Anabila, P., Effah, E. A., & Kumi, K.K. (2017). Mediation role of brand preference on bank advertising and customer loyalty: A developing country perspective. International Journal of Bank Marketing, 35(6), 983-996.
  4. Anabila, P. (2019). Service quality: A subliminal pathway to service differentiation and competitive advantage in private healthcare marketing in Ghana. Health Marketing Quality, 36(2), 136-151.
  5. Anabila, P., Anome, J., & Kumi, K.K. (2019). Patients’ perceptions of healthcare service quality in Ghana: An empirical review of private and public hospitals.  International Journal of Health Care Quality Assurance, 32(1), 176-190. 
  6. Anabila, P., Kastner, A.N.A., Bulley, C.A., & Allan, M.M. (2020). Market orientation: A key to survival and competitive advantage in Ghana’s private universities. Journal of Marketing for Higher Education, 30(1), 125-144.
  7. Anabila, P., Anome, J., & Kumi, K.K. (2020). Assessing service quality in public hospitals: Evidence from Greater Accra and Ashanti Regions. Total Quality Management & Business Excellence, 31(9-10), 1009-1021.
  8. Anabila, P. (2020). Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective. Journal of Marketing Communications, 26(3), 229-242.
  9. Anabila, P. (2020). Connecting the vital link nodes to superior value creation in private healthcare marketing in Ghana: A relationship marketing paradigm. International Journal of Pharmaceutical and Healthcare Marketing, https://doi.org/10.1108/IJPHM-11-2019-0071.  
  10. Anabila, P., Opkattah, B., Achiriga, V., & Asare, S. (2021). Market orientation and behavioural intentions of tourists in Ghana’s tourist destinations: The mediation role of tourist satisfaction. Journal of Strategic Marketing, https://doi.org/10.1080/0965254X.2021.1874489.
  11. Anabila, P., Kastner, A.N.A., Bulley, C.A., & Allan, M.M. (2020). Market orientation: A key to survival and competitive advantage in Ghana’s private universities. Journal of Marketing for Higher Education, 30(1), 125-144.
  12. Anabila, P. (2020). Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective. Journal of Marketing Communications, 26(3), 229-242.
  13. Quaye, E.S., Taoana, C., Abratt, R., & Anabila, P. (2022). Customer advocacy and brand loyalty: The mediating roles of brand relationship quality and trust. Journal of Brand Management, 29, 363–382.
  14. Anabila, P., Opkattah, B., Achiriga, V., & Asare, S. (2023). Market orientation and behavioural intentions of tourists in Ghana’s tourist destinations: The mediation role of tourist satisfaction. Journal of Strategic Marketing, 31(1), 99-115

  1. Contact details: panabila@central.edu.gh
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