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The Impact Of Brand Personality On Student Enrolment Intentions: The Mediating Role Of Brand Engagement - Evidence From Ghana

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dc.contributor.author Banahene, S. B.
dc.contributor.author Kraa, Jerry Jay
dc.contributor.author Agbenyo, Leonard
dc.date.accessioned 2019-09-16T21:12:02Z
dc.date.accessioned 2022-01-16T07:14:03Z
dc.date.available 2019-09-16T21:12:02Z
dc.date.available 2022-01-16T07:14:03Z
dc.date.issued 2018-01
dc.identifier.issn 2348-0947
dc.identifier.uri http://localhost:8080/xmlui/handle/123456789/607
dc.description.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 en_US
dc.description.sponsorship Christian Service University College en_US
dc.language.iso en en_US
dc.publisher Researchjournali.com en_US
dc.subject Brand Engagement, brand personality, future enrolment decision, Christian Service University College, Ghana en_US
dc.subject Brand Engagement en_US
dc.subject brand personality en_US
dc.subject future enrolment decision en_US
dc.subject Christian Service University College en_US
dc.subject Ghana en_US
dc.title The Impact Of Brand Personality On Student Enrolment Intentions: The Mediating Role Of Brand Engagement - Evidence From Ghana en_US
dc.type Article en_US


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