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DR. REUBEN NJUGUNA

Lecturer, Department of Business Administration

Home School of Business, Economics & Tourism Department of Business Administration DR. REUBEN NJUGUNA

DR. REUBEN NJUGUNA

Lecturer, Department of Business Administration

Administrative Position
Chairman, Department of Business Administration (Current); Committee Member - University Policy on Artificial Intelligence (AI) (2025); Member - Website Quality Control Team (2024-Current); University Strategy and Innovation Committee Board Member (2013-2018); University Marketing and Branding Member (2013-2018); University Conferences Board Member (2011-2018); Teaching Research Referral Hospital Board Member (2014-2018); University ICT Board Member (2013-2018); University Ranking Committee Member (2011-2018); Vice Chancellor's Innovation and Strategy Committee (2013); Intel Evaluation Project (2015); Rebranding School of Business (2014); DSVOL Campaign Committee (2014); Biomedical Engineering Summer School Committee (2013)

Research Interests

Marketing
Management
Mergers and Acquisitions
Consumer Behavior
Branding

Academic Qualifications

PhD - Marketing/Business Administration
MBA - Marketing (Morgan State University, USA)
BCom - Marketing

Refereed Journal Articles

  1. Anthony Gachiri Wachira, Reuben Kinyuru Njuguna (2025) " Resource Mobilization and Coordination Influence on Organizational Performance: The Case of the Kalobeyei Integrated Social and Economic Development Program (KISEDP) in Kakuma Refugee Camp, Kenya ," International Journal of Business Management, Entrepreneurship and Innovation , Volume 7, Issue 2, 2025, PP 19-32, ISSN 2707-8027
  2. Joan Kariuki, Jane Wanjira, Reuben Kinyuru Njuguna (2024) " Influence of Customer Lock-in on Market Leadership in the Mobile Money Industry in Kenya ," International Journal of Business Management, Entrepreneurship and Innovation , Volume 6, Issue 3, 2024, PP 215-226, ISSN 2707-8027
  3. Joan Kariuki, Jane Wanjira, Reuben Kinyuru Njuguna (2024) " Influence of Brand Recognition on Market Leadership in The Mobile Money Industry in Kenya ," International Journal of Current Aspects , Volume 8, Issue 2, 2024 PP 58-68, ISSN 2707-8035
  4. Samuel K Kiptoo, Reuben N Kinyuru, John N Mutinda (2024) " Social Media Analytics and Market Performance of Commercial Banks in Nairobi City County Kenya ," International Journal of Thesis Projects and Dissertations (IJTPD) , Vol. 12, Issue 2, pp: (9-23), Month: April - June 2024
  5. Mwencha, Peter M. and Njuguna, Reuben K. (2023) "Brand Activism in the Age of Black Lives Matter Movement," Atlantic Marketing Journal: Vol. 12: No. 2, Article 5. Available at: https://digitalcommons.kennesaw.edu/amj/vol12/iss2/5
  6. Patrick K. Gitonga, Dr. Reuben K. Njuguna, Dr. John K. Thuo (2021) " Brand Relationship-Loyalty Link among Detergent Consumers in Nairobi City County, Kenya: The Mediatory Role of Customer Satisfaction ," The International Journal of Humanities & Social Studies , Vol 9 Issue 4, April 2021
  7. Patrick Kirimi Gitonga, Dr. Reuben K. Njuguna, John K. Thuo (2021) "Emotional Attachment and Laundry Detergent Consumers' Loyalty in Nairobi City County, Kenya," The International Journal of Business & Management , Vol 9 Issue 2, February 2021
  8. Margaret, Githuku Wanjiku; Njuguna , Reuben Kinyuru , 2018, EFFECTS OF ONLINE NTERACTIVITY ON CUSTOMER RELATIONSHIP IN THE BANKING INDUSTRY IN KENYA , International Journal of Sales, Retailing & Marketing . 2018, Vol. 7 Issue 1, p30-36. 7p.
  9. Kiprotich A. M., Njuguna Reuben , Kilika James, 2018, Total Quality Management Practices and Operational Performance of Kenya Revenue Authority , International Journal of Contemporary Aspects in Strategic Management (IJCASM), VOLUME 2, Issue I, May 2018, PP 91-105, ISSN 2616-6976
  10. Duncan Mathenge Nderitu & Reuben Njuguna , The influence of Retail Network Expansion on the Competitive Advantage of Oil Marketing firms in Kenya: Case of Vivo Energy, International Journal of Sales, Retailing and Marketing Vol.6, No. 2, 2017
  11. Reuben Njuguna & Susan Mirugi, The Effectiveness of Relationship Management and Service Quality on Service Delivery , International Journal of Sales, Retailing and Marketing Vol.6, No. 2, Vol.6, No. 2, 2017
  12. Kizito Wekesa Barasa, Dr. Reuben Njuguna ; Effect of Initial Loan Appraisal on the Nonperforming Loans in Agricultural Finance Institutions , Journal of Business and Strategic Management ISSN 2520-0402(Online), Vol. 2, Issue 4, pp 1 - 14, 2017,
  13. Peter Ngwae Nzioka and Dr. Reuben Njuguna ,2017 : Firm Orientations and Performance of Hotels in Nairobi County, Kenya .Journal of Business and Strategic Management. ISSN 2520-0402(Online)Vol. 2, Issue 3, pp 1 - 28
  14. John Gitau Kagumu, Njuguna Reuben ,2016, Organizational Factors Influencing Strategy Implementation in the Anglican Church of Kenya: the Case of Kirinyaga Diocese, Kenya , International Journal of Current Business and Social Sciences, 1 (5), 350-385.
  15. Njuguna R. N , Makau M. S, Kerre F. P, 2015, Perceived Quality and Customer Choice Loyalty in Fast Moving Consumer Goods , Afrian Journal of Co-operative Development and Technology, Vol.1 No. 1 pg. 110
  16. Abimnwi N. P and Njuguna R. N ., 2015, An Analysis of in Store Environment Ambience Factor Influence on Consumer Behaviour , International Journal of Sales, Retailing and Marketing, Vol. 4, No.6
  17. Charanah J. and Njuguna R.K , 2015, The Effects of Promotional Mix Tools on Brand Equity Among Hospitals in Nairobi County , International Journal of Sales, Retailing and Marketing, Vol. 4, No.6
  18. Simon Kanoga, Reuben Njuguna ,Shadrack Bett,2015 The Effect of Place on Performance of Shopping Malls in Nairobi County Kenya ,Journal of Social Sciences and Humanities, Vol. 1, No. 4
  19. Reuben K.N ., Muathe S. M., and Francis P.K.,2014. The Moderating Effect of Industrial Context on The relationship between Brand Equity and Consumer Choice in Branded Bottled Water Nairobi, Kenya. European Scientific Journal vol 10, No.4 ISSN: 1857-7881/1857-7431
  20. Reuben Kinyuru (2019) "Road to Third Industrial Revolution Won't Be Powered by Coal," Daily Nation

Conference Papers

  1. Reuben Njuguna, Maria Ngaii, Stephen Muathe (2018) "An East African Analysis of Emotional Appeal on Generation Y Purchasing Intentions," Inaugural International Symposium "Out of (and into) Africa" on African Consumer Marketing and Firm Strategies, May 24-25, 2018, Morgan State University, Baltimore, Maryland, U.S.A.
  2. Njuguna Reuben Kinyuru, Muathe Stephen Makau & Kerre Francis (2015) "Brand Loyalty Influence on Consumer Choice, an Empirical And Quantitative Analysis in the Retail Sector," 12th International CIRCLE Conference, Szczecin, Poland
  3. Njuguna Reuben Kinyuru (2015) "Entrepreneurship and Technology for Sustainable Social-Economic Development," The 1st Annual Conference of Co-operative Business at The Co-operative University of Kenya
  4. 12th International CIRCLE Conference, Szczecin, Poland (2015)
  5. Inaugural International Symposium "Out of (and into) Africa," Morgan State University, Baltimore, Maryland, U.S.A. (2018)

Awards & Honours

  • OLX SOMA Awards for Best Use of Social Media (Learning Institution Category) - 2016
  • OLX SOMA Awards for Best Use of Social Media (Learning Institution Category) - 2014
  • Extra Mile Award Performance - Employee of the Year, Kenyatta University - 2014
  • Exemplary Performance Award, Kenyatta University - 2012

Professional Affiliations

  • American Marketing Association (Member since November 30, 2016)