Abstract:
The study assessed the impact of brand personality on student enrolment intentions; the mediating role of brand
engagement. The population of the study comprised of students from Christian Service University College in
Ghana. 302 students were selected and the total valid questionnaire received for the study was 252 representing
83.44%. Purposive and convenience sampling techniques were adopted in selecting respondents and 7 point
likert questionnaire was used to collect data. Explanatory research design was used. Stata version 13 and IBM
Statistical Package for Social Sciences version 20 were the software used in data analysis whiles Structural
Equation Model was used to explore direct, indirect and total effect relationships as presented in the hypothesis.
The study found brand personality and engagement positively and significantly impact on future enrolment
intentions. The research also revealed that brand engagement fully mediate the relationship between
sophistication and future enrolment decision and partially mediates the relationship between excitement and
future enrolment decision. However, there is no mediation between ruggedness, competence, sincerity and
future enrolment intention when brand engagement comes to play
