Abstract:
Universities are adopting different strategies to attract students,
enhance satisfaction level and loyalty as well as branding in a
competitive market. Although university corporate identity and image
is becoming an increasingly important issue in the marketing of
universities in Ghana, there is sometimes a mismatch between the
university corporate identity and image which can lead to poor
marketing performance. This has therefore necessitated this study
which is, evaluating the balance between corporate identity and
corporate image and its impact on marketing performance of
universities in Ghana using Christian Service University College as the
case study. The study was descriptive. Population was past and current
students of the university. Five hundred and seventy five (575) persons
were sampled using convenience sampling method. Multiple linear
regression was used to analyze data. Findings revealed a balance
between CSUC corporate identity and corporate image, as it has
positively impacted on the university’s marketing performance in
these challenging times for private universities in Ghana. This was
based on the evidence that, majority of the responses attested to the
fact that the university practiced its Christian values inbuilt in its brand
, also the university does what it says it stands for. Respondents were
happy with lecturers and the university graduates’ performances on
the field. The study recommended that Universities must create a
perfect fit between their corporate identity and corporate image since
they impact on their marketing performance, and also all staff must be
made to understand the relationship between the institution's
corporate identity and corporate image and its impact on marketing
performance of the institution
