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

Hayford Amegbe, Charles Hanu and Rexford Atunwey

Ekonomika a Management, 2016, vol. 2016, issue 3

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.

Keywords: Customer -based brand equity; Brand equity; Private universities; Customer -based brand equity; Brand equity; Private universities (search for similar items in EconPapers)
JEL-codes: G30 (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.vse.cz/eam/download.php?jnl=eam&pdf=274.pdf
http://www.vse.cz/eam/274 (text/html)
free of charge

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:prg:jnleam:v:2016:y:2016:i:3:id:274

Ordering information: This journal article can be ordered from
Redakce Ekonomika a management, Vysoká škola ekonomická v Praze, nám. W. Churchilla 4, 130 67 Praha 3
http://www.vse.cz/eam/

Access Statistics for this article

Ekonomika a Management is currently edited by Eva Kislingerová

More articles in Ekonomika a Management from Prague University of Economics and Business Contact information at EDIRC.
Bibliographic data for series maintained by Stanislav Vojir ().