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

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. Keywords: Brand Engagement, brand personality, future enrolment decision, Christian Service University College, Ghana.