Rebranded Academic Programme and Enrollment Intentions: An Analysis of Student Satisfaction and Positive Word-of-Mouth in Ghanaian Universities

Samuel Affran
Additional contact information
Samuel Affran: Department of Marketing and Entrepreneurship, University of Education Business School, Winneba

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 5, 4996-5010

Abstract: Purpose – This study examines how rebranded academic programme impact student satisfaction and positive word-of-mouth, and their mediating effects on enrollment intentions. Design/methodology/approach – This study employed a quantitative approach, collecting data from 264 marketing students via census sampling. The data was analyzed using SMART PLS 4 to evaluate the proposed relationships. Findings – Rebranded academic programme enhances student satisfaction, which mediates the relationship between rebranding efforts and increased enrollment intentions, with positive word-of-mouth playing a crucial role. Research limitations/implications – A primary limitation of this study is the difficulty in precisely measuring the indirect effects of satisfaction and positive word-of-mouth on enrollment intentions due to the presence of other influencing variables. Future research should investigate additional moderating factors that could either amplify or diminish these effects. Practical implications – This study offers key insights for university administrators and policymakers, indicating that a rebranded marketing programme can boost student satisfaction, encourage positive word-of-mouth, and increase enrollment rates. Originality/value – This research contributes to existing knowledge by examining the serial indirect effects of satisfaction and positive word-of-mouth on enrollment. It also extends the Stimulus-Organism-Response (SOR) theory by identifying a rebranded academic programme as an external stimulus that influences students’ enrollment decisions.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-5/4996-5010.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... anaian-universities/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:9:y:2025:issue-5:p:4996-5010

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().