Internal Branding and the Competitive Performance of Private Universities in Ghana

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.

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