Internal Branding and the Competitive Performance of Private Universities in Ghana
Amegbe Hayford
Keywords:
Internal Branding, Brand Equity, Performance, and Private Universities
Abstract:
The objective of this paper is in three fold. First, to examine the inter-relationship between
internal branding and performance of private universities. Second, to examine customer-based
brand equity (CBBE) antecedents in predicting the performance of private universities. Third,
to examine the effect of internal branding on the performance of private universities when brand
loyalty levels are high among students. The sample comprises 213 male and 234 female students
studying at various private universities in the Greater Accra Region of Ghana. In order to have
fair representation of students from all levels of classification from all the private universities in
Accra, convenience sampling was purposefully used to collect data from undergraduate students
in the private universities sampled. The result of the study indicated that the dimensions of
brand equity and private universities’ performance are positively related. The regression analyses
indicate that there is a positively related predictive power of private universities performance
by brand association and brand loyalty. However, the study did not find brand awareness and
perceived quality to be positively related. The conclusion of the study is that the performance of
private universities’ and brand equity depends on the high loyalty among students.
Fulltext download:
 Internal Branding and the Competitive Performance of Private Universities in Ghana [PDF file] [Filesize: 600.95 KB]
 10.7441/joc.2016.03.02
Amegbe H.(2016) Internal Branding and the Competitive Performance of Private Universities in Ghana. Journal of Competitiveness, 8 (3), 22-37 https://doi.org/10.7441/joc.2016.03.02
|
