2017•Canadian Journal of Applied Science and Technology - Canadian Journal of Applied Science and TechnologyRequires access
BRAND IDENTITY COMMUNICATION, PUBLIC AWARENESS AND PURCHASE INTENTIONS OF PRIVATE UNIVERSITIES IN GHANA
Richard Sarfo Gyasi, Bao Xi Wang, Yvonne Owusu-Ampomah, Basil Kusi
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Abstract
Contemporary, both goods and service providing firms are face with two incommensurable challenges. The need to be constantly innovative and the expectation to create an enduring and recognizable identity that attracts attention in a world saturated with communication are important to organizational growth and development. Brand image and identity play an essential role in the success of any organization, where competition fierce and survival depends on the preferences of customers. This study has evaluated brand identity communication, public awareness and purchase intentions of private universities in Ghana. It is revealed that branding positively affects awareness creation and this has a direct influence on prospective students purchase intentions of private universities in Ghana. In that regard, private universities must adopt a proper and effective marketing tool such as branding which has become the pivot around which private universities in Ghana depends on to lure their prospective students.