Nnamdi O. Madichie
Research Subjects
Research Interests
Nnamdi O. Madichie has a total of 102 co-authors. Here are the top co-authors by number of shared publications:
- Paul Agu Igwe
Faculty of Business and Law University of Roehampton London UK
8 shared publications Abdullah Promise Opute
GPROM Academic and Management Solutions Salzkotten Germany
3 shared publications- Agu Godswill Agu
Department of Marketing, Abia State University, Uturu, Nigeria
3 shared publications - Anayo Dominic Nkamnebe
Nnamdi Azikiwe University
3 shared publications - Ayantunji Gbadamosi
University of East London
3 shared publications Jerry Kolo
American University of Sharjah
3 shared publications
Latest Publications
- 22 July 2026
- Published by Springer Nature
- p. 107-135
Crisis-Driven Consumer Behaviour: Navigating Purchasing Patterns and Marketing Implications During the COVID-19 Crisis
- 22 July 2026
- Published by Springer Nature
- p. 107-135
Crisis-Driven Consumer Behaviour: Navigating Purchasing Patterns and Marketing Implications During the COVID-19 Crisis
- 20 July 2026
- Published by Emerald Publishing in African Journal of Economic and Management Studies
- Vol. 17 (4) , 568-576
Practitioner viewpoint: Navigating the promises and gaps in digital transformation, SME development and job creation in Africa
- 20 July 2026
- Published by Emerald Publishing in African Journal of Economic and Management Studies
- Vol. 17 (4) , 568-576
Practitioner viewpoint: Navigating the promises and gaps in digital transformation, SME development and job creation in Africa
- 19 July 2026
- Published by Wiley in International Journal of Finance & Economics
Untangling the Complexities of Central Bank Digital Currency Rejection Amongst Merchants: A Qualitative Comparative Analytical Approach
This study draws on behavioural economic theories, particularly dispositional resistance to change and status quo bias, and extends them by incorporating the relatively overlooked concept of perceived economic risks of non‐adoption. Drawing on this integrated framework, it empirically examines the configurations of antecedents that contribute to the rejection of central bank digital currencies (CBDCs). Using fuzzy‐set qualitative comparative analysis (fsQCA), it is the first to examine early CBDC rejection with a specific focus on merchants in a pioneering CBDC country. The findings highlight five distinct conditions influencing CBDC rejection. Crucially, even when merchants perceive high economic risks from non‐adoption and express dissatisfaction with existing fintech solutions, rejection persists if routine‐seeking behaviours, emotional resistance to change, and a short‐term focus are present. These results demonstrate that resistance to innovation often stems from entrenched behavioural and psychological factors, rather than purely rational considerations. By identifying the diverse pathways leading to CBDC rejection, this study offers policymakers critical insights into the complex interplay of resistance factors. It provides a foundation for designing targeted interventions aimed at mitigating merchant resistance and fostering broader adoption of digital currencies.
- 19 July 2026
- Published by Wiley in International Journal of Finance & Economics
Untangling the Complexities of Central Bank Digital Currency Rejection Amongst Merchants: A Qualitative Comparative Analytical Approach
This study draws on behavioural economic theories, particularly dispositional resistance to change and status quo bias, and extends them by incorporating the relatively overlooked concept of perceived economic risks of non‐adoption. Drawing on this integrated framework, it empirically examines the configurations of antecedents that contribute to the rejection of central bank digital currencies (CBDCs). Using fuzzy‐set qualitative comparative analysis (fsQCA), it is the first to examine early CBDC rejection with a specific focus on merchants in a pioneering CBDC country. The findings highlight five distinct conditions influencing CBDC rejection. Crucially, even when merchants perceive high economic risks from non‐adoption and express dissatisfaction with existing fintech solutions, rejection persists if routine‐seeking behaviours, emotional resistance to change, and a short‐term focus are present. These results demonstrate that resistance to innovation often stems from entrenched behavioural and psychological factors, rather than purely rational considerations. By identifying the diverse pathways leading to CBDC rejection, this study offers policymakers critical insights into the complex interplay of resistance factors. It provides a foundation for designing targeted interventions aimed at mitigating merchant resistance and fostering broader adoption of digital currencies.
- 22 December 2025
- Published by Springer Nature in Italian Journal of Marketing
- Vol. 2026 (1)
Influence of multiple celebrity endorsement on perceived brand credibility and patronage intention: the mediating role of brand attractiveness
- 22 December 2025
- Published by Springer Nature in Italian Journal of Marketing
- Vol. 2026 (1)
Influence of multiple celebrity endorsement on perceived brand credibility and patronage intention: the mediating role of brand attractiveness
- 2 December 2025
- Published by Taylor & Francis in The Round Table
- Vol. 115 (1) , 17-27
From beats to business: African creative industries and the re-emergence of Commonwealth trade relations
- 2 December 2025
- Published by Taylor & Francis in The Round Table
- Vol. 115 (1) , 17-27
From beats to business: African creative industries and the re-emergence of Commonwealth trade relations
- Open Access
- 19 July 2025
- Published by Luminous Insights Publishing in Journal of Sustainable Marketing
- p. 1-16
Africa's Indigenous Automotive Innovation: A Focus on Innoson Vehicle Manufacturing and the Future of Electric Vehicle Marketing
The African electric vehicle market is gaining momentum, with indigenous automotive manufacturers like Nigeria's Innoson Vehicle Manufacturing (IVM), Ghana's Kantanka, and Uganda's Kiira Motors driving innovation and resilience despite challenges. This study highlights the role of entrepreneurship, local systems, and government policies in shaping the industry's growth. While obstacles such as infrastructure gaps, high costs, and limited support persist, these firms hold potential for both local and global impact. Drawing particularly from the case of IVM, the findings underscore the need for aligned policies, education, and industrial strategies to foster sustainable growth and global competitiveness, emphasizing the importance of indigenous enterprise development and sustainable marketing.
- 19 July 2025
- Published by Luminous Insights Publishing in Journal of Sustainable Marketing
- p. 1-16
Open AccessAfrica's Indigenous Automotive Innovation: A Focus on Innoson Vehicle Manufacturing and the Future of Electric Vehicle Marketing
The African electric vehicle market is gaining momentum, with indigenous automotive manufacturers like Nigeria's Innoson Vehicle Manufacturing (IVM), Ghana's Kantanka, and Uganda's Kiira Motors driving innovation and resilience despite challenges. This study highlights the role of entrepreneurship, local systems, and government policies in shaping the industry's growth. While obstacles such as infrastructure gaps, high costs, and limited support persist, these firms hold potential for both local and global impact. Drawing particularly from the case of IVM, the findings underscore the need for aligned policies, education, and industrial strategies to foster sustainable growth and global competitiveness, emphasizing the importance of indigenous enterprise development and sustainable marketing.
- Open Access
- 19 June 2025
- Published by SAGE Publications in Advance
EXPLORATION OF CULTURE, HERITAGE AND MUSEUM IN SUSTAINABLE CITY DEVELOPMENT
Africa's rapid urbanization presents both opportunities and challenges. By 2040, the continent will host 12 megacities and numerous secondary cities poised to be drivers of regional development. Rwanda, through its innovative National Urbanization Policy, exemplifies a forward-looking approach by decentralizing growth from Kigali to six secondary cities. A key but often underexplored aspect of this urbanization strategy is the integration of cultural institutions, such as museums, as pillars for heritage conservation, education, and tourism. Museums in Rwanda's secondary cities, including the Ethnographic Museum in Huye and the King's Palace Museum in Nyanza, play an instrumental role in fostering cultural identity and economic development. This study explores how museums contribute to the sustainable urbanization of Rwanda's secondary cities, complementing broader efforts to enhance economic growth, preserve heritage, and foster inclusive community engagement.
- 19 June 2025
- Published by SAGE Publications in Advance
Open AccessEXPLORATION OF CULTURE, HERITAGE AND MUSEUM IN SUSTAINABLE CITY DEVELOPMENT
Africa's rapid urbanization presents both opportunities and challenges. By 2040, the continent will host 12 megacities and numerous secondary cities poised to be drivers of regional development. Rwanda, through its innovative National Urbanization Policy, exemplifies a forward-looking approach by decentralizing growth from Kigali to six secondary cities. A key but often underexplored aspect of this urbanization strategy is the integration of cultural institutions, such as museums, as pillars for heritage conservation, education, and tourism. Museums in Rwanda's secondary cities, including the Ethnographic Museum in Huye and the King's Palace Museum in Nyanza, play an instrumental role in fostering cultural identity and economic development. This study explores how museums contribute to the sustainable urbanization of Rwanda's secondary cities, complementing broader efforts to enhance economic growth, preserve heritage, and foster inclusive community engagement.
- Open Access
- 7 October 2024
- Published by AJER Publishing in African Quarterly Social Science Review
- Vol. 1 (4) , 111-118
The Effect of Procurement Contract Monitoring on Performance of Gicumbi District, Rwanda
The study evaluated the effect of procurement contract monitoring on performance of Gicumbi District in Rwanda. Gicumbi District, forming part of the Northern Province, is composed of 21 sectors. These sectors further divide into 109 cells and 630 villages. Positioned in the eastern region of the Northern Province, its geographical boundaries are adjacent to Burera district in the North, Nyagatare, Rwamagana, and Gatsibo in the East, Rwamagana and Gasabo in the South, and Gasabo Burera and Rulindo in the West. This study used Stakeholder Theory. The researcher conducted both descriptive and correlational studies. The population of this study was 127 people including Executive committee, Finance unity, administrative unit and Human Resources, Procurement Unit, Planning Unit, Agriculture and Natural resources Unit, Bureau of District Engineers (BDE) Unit, Good governance unit, social unity, One stop Center Unit, Health unit, Executive Secretary and Corporate services and Contractors of Gicumbi District. The study used a census inquiry method instead of sampling. This decision is based on the small size of the target population. Therefore, data were collected from every single individual or unit within the entire target population of 127. The researcher relied on document analysis and questionnaires to collect data. The statistical analysis of the collected data was conducted using Statistical Package for Social Sciences (SPSS) which is a widely used tool for statistical computation in research. The researcher employed descriptive and correlational analysis in this approach. Descriptive and correlational research designs were used. Model Summary indicates a robust positive relationship, where effective contract monitoring is likely to enhance overall performance outcomes. The R Square value of 0.687 means that approximately 68.7% of the variance in performance explained by procurement contract monitoring activities. More crucially, the coefficient for procurement contract monitoring is 0.849, indicating a strong effect every one-unit increase in contract monitoring is associated with an increase of 0.849 units in performance. The t-value of 15.804 with a p-value of .000 further establishes the significance of this predictor, indicating clear evidence that enhanced contract monitoring is essential for improving performance of Gicumbi District. The significance level (Sig.) of 0.000 confirms that the procurement contract monitoring on performance of Gicumbi District in Rwanda is statistically significant. It is recommended that Gicumbi District conduct regular evaluation meetings with all stakeholders involved in contract execution, promoting accountability and enabling timely identification and resolution of any issues that arise.
- 7 October 2024
- Published by AJER Publishing in African Quarterly Social Science Review
- Vol. 1 (4) , 111-118
Open AccessThe Effect of Procurement Contract Monitoring on Performance of Gicumbi District, Rwanda
The study evaluated the effect of procurement contract monitoring on performance of Gicumbi District in Rwanda. Gicumbi District, forming part of the Northern Province, is composed of 21 sectors. These sectors further divide into 109 cells and 630 villages. Positioned in the eastern region of the Northern Province, its geographical boundaries are adjacent to Burera district in the North, Nyagatare, Rwamagana, and Gatsibo in the East, Rwamagana and Gasabo in the South, and Gasabo Burera and Rulindo in the West. This study used Stakeholder Theory. The researcher conducted both descriptive and correlational studies. The population of this study was 127 people including Executive committee, Finance unity, administrative unit and Human Resources, Procurement Unit, Planning Unit, Agriculture and Natural resources Unit, Bureau of District Engineers (BDE) Unit, Good governance unit, social unity, One stop Center Unit, Health unit, Executive Secretary and Corporate services and Contractors of Gicumbi District. The study used a census inquiry method instead of sampling. This decision is based on the small size of the target population. Therefore, data were collected from every single individual or unit within the entire target population of 127. The researcher relied on document analysis and questionnaires to collect data. The statistical analysis of the collected data was conducted using Statistical Package for Social Sciences (SPSS) which is a widely used tool for statistical computation in research. The researcher employed descriptive and correlational analysis in this approach. Descriptive and correlational research designs were used. Model Summary indicates a robust positive relationship, where effective contract monitoring is likely to enhance overall performance outcomes. The R Square value of 0.687 means that approximately 68.7% of the variance in performance explained by procurement contract monitoring activities. More crucially, the coefficient for procurement contract monitoring is 0.849, indicating a strong effect every one-unit increase in contract monitoring is associated with an increase of 0.849 units in performance. The t-value of 15.804 with a p-value of .000 further establishes the significance of this predictor, indicating clear evidence that enhanced contract monitoring is essential for improving performance of Gicumbi District. The significance level (Sig.) of 0.000 confirms that the procurement contract monitoring on performance of Gicumbi District in Rwanda is statistically significant. It is recommended that Gicumbi District conduct regular evaluation meetings with all stakeholders involved in contract execution, promoting accountability and enabling timely identification and resolution of any issues that arise.