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Customer based Brand Equity and the Competitive Performance of Private Universities in Ghana

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  • Hayford Amegbe
  • Charles Hanu
  • Rexford Atunwey

Abstract

This study uses the antecedents of customer based brand equity (CBBE) model (i.e. brand awareness, loyalty, association, and perceived quality) to assess the competitive performance of private universities in Ghana from the perspective of undergraduate business students’. The data for the study was collected from (10) private universities that are located in the Greater Accra in Greater Accra Region of Ghana. To have a representation of students at different stages in their studies at each of the private universities sampled a convenience sampling is used. A total of 30 classes with varying sizes provided a total of 400 respondents. These classes served as for the administration of the questionnaire. Using Ordinary Least-Squares regression it was found that brand awareness and brand association are significantly related to the performance of private universities. However, brand loyalty and perceived quality are not significantly related to performance of private universities.

Suggested Citation

  • Hayford Amegbe & Charles Hanu & Rexford Atunwey, 2016. "Customer based Brand Equity and the Competitive Performance of Private Universities in Ghana," Ekonomika a Management, Prague University of Economics and Business, vol. 2016(3).
    • Handle: RePEc:prg:jnleam:v:2016:y:2016:i:3:id:274
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    References listed on IDEAS

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    1. Irene C. L. Ng & Jeannie Forbes, 2009. "Education as Service: The Understanding of University Experience Through the Service Logic," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 38-64, May.
    2. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    3. Brodie, Roderick J. & Whittome, James R.M. & Brush, Gregory J., 2009. "Investigating the service brand: A customer value perspective," Journal of Business Research, Elsevier, vol. 62(3), pages 345-355, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Customer -based brand equity; Brand equity; Private universities; Customer -based brand equity; Brand equity; Private universities;
    All these keywords.

    JEL classification:

    • G30 - Financial Economics - - Corporate Finance and Governance - - - General

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