Marketing and Public Relations

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Browsing Marketing and Public Relations by Author "Chachage, Bukaza"

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    Analysis of Effect of Institutional Isomorphism on Cashew Nut Farming Business Sustainability in Tanzania: Mediating Role of Market Stakeholder’s Action
    (Tanzania Institute of Accountancy, 2023-06) Vicent, Felex; Abayo, Abdiel; Chachage, Bukaza; Musheiguza, Edwin
    The effect of institutional isomorphism on cashew nut farming business sustainability in Tanzania through market stakeholders’ action was analysed in this study. The study explicitly sought to examine the effect of institutional isomorphism on business sustainability, market stakeholders’ actions on business sustainability, and the mediating effect of market stakeholders’ actions on the association between institutional isomorphism and business sustainability. An explanatory design, backed by simple random sampling, was utilized in choosing 360 respondents. Information for the study was gathered using a structured questionnaire and analysed by structural equation modelling. Outcomes show that institutional isomorphism had a positive and significant effect on business sustainability. Market stakeholders’ action was also found to have a positive and significant effect on business sustainability. Further results exposed the partial mediation effect of market stakeholders’ action on the relationship between institutional isomorphism and business sustainability. The study concluded that the prediction of business sustainability can be precisely articulated by institutional isomorphism and market stakeholders’ actions. Market stakeholders’ action was also proved to mediate the relationship between institutional isomorphism and business sustainability partially. Thus, the study recommends that, for the cashew nut farming business in Tanzania to be sustainable, farmers should comply with isomorphic pressures issued by governing institutions. It is also recommended that market stakeholders’ actions should be given consideration by governing institutions as they have effects on achieving sustainability.
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    Is Institutional Legitimacy Related to Business Sustainability? Analysis of Cashew Nut Farmers’ Perspectives Mediated by Societal Stakeholders’ Action in Tanzania
    (Tanzania Institute of Accountancy, 2023-06) Vicent, Felex; Abayo, Abdiel; Chachage, Bukaza
    This paper analysed the effect of institutional legitimacy on cashew nut farming business sustainability in Tanzania through societal stakeholders’ action. Specifically, the paper examined the effect of institutional legitimacy on business sustainability, societal stakeholder’s action on business sustainability and mediating effect of societal stakeholders’ action on the relationship between institutional legitimacy and business sustainability. Explanatory research design was used, and simple random sampling was applied to select 380 cashew nut farmers. A structured questionnaire was used to collect data which later were analysed using structural equation modelling. Results indicated that institutional legitimacy had a positive and significant effect on business sustainability. Societal stakeholders’ action was also found to have positive and significant effect on business sustainability. Further, results showed a partial mediation effect of societal stakeholders’ action on the relationship between institutional legitimacy and business sustainability. The study concluded that institutional legitimacy and societal stakeholders’ actions are predictors of business sustainability, and societal stakeholders’ action partially mediates the relationship between institutional legitimacy and business sustainability. Thus, the study recommends that, for cashew nut farming business in Tanzania to be sustainable, it is important for institutions like Cashew Nut Board of Tanzania (CBT) and others to be legitimate to both farmers and societal stakeholders. Further it is recommended to scholars to undertake research on understanding mediation effect of the stakeholder theory on institutional theory exposed by results of this study.