The effect of university image on students' institution preference in Ghana
Ebenezer Effah
Central University College, Ghana
This presenter did not provide a biography.
Nana Owusu-Frimpong
Ghana Institute of Management and Public Administration (GIMPA)
Professor Nana Owusu-Frimpong is a Professor of Marketing and Associate co-ordinator of PhD programme at the Ghana Institute of Management and Public Administration (GIMPA) Business School. He has published extensively in leading academic journals. He previously worked as a Senior Lecturer in Marketing at the London South Bank University from 1988 to 2002, and a Professor of Marketing and PhD programme co-ordinator at the London Metropolitan University Business School from 2002 to 2013.
Abstract
Abstract This paper aims at determining the relevance of university image in students’ preference of university institutions in Ghana, an emerging sub-Saharan African country. It comes against the backdrop of intensifying... [ view full abstract ]
Abstract
This paper aims at determining the relevance of university image in students’ preference of university institutions in Ghana, an emerging sub-Saharan African country. It comes against the backdrop of intensifying competition and the demonstrable effectiveness of corporate image in providing reliable bases for differentiation in contemporary industries, service and product alike. A qualitative approach using existing documents and in-depth interviews were employed in collecting data from thirty (30) students from four universities in Accra, Ghana’s capital city. Data was analysed using the Interactive Model of Qualitative Data Analysis (Miles and Huberman, 1994) to identify mutually inclusive thematic issues of relevance to the research questions.
Anecdotal evidence indicates that university image is under-utilized as a differentiation tool on Ghana’s increasingly competitive university landscape, and so this paper serves as a wake-up call to university management. Findings indicate that university image has a positive effect on students’ preference of university institutions in Ghana. Some suggestions given to improve university brand image include being innovative, employing new technology and modern teaching and learning facilities and maintaining good rapport with alumni. Others cited include university, teaching of Christian virtues, conducting credible examinations and branding.
Key words: University image, Competition, Ghana, SUB-Saharan Africa
Authors
-
Ebenezer Effah
(Central University College, Ghana)
-
Nana Owusu-Frimpong
(Ghana Institute of Management and Public Administration (GIMPA))
Topic Area
Brand, Identity & Corporate Reputation Track: Click here for the Brand, Identity & Corpora
Session
PT3-BICR2 » Brand, Identity & Corporate Reputation (14:30 - Tuesday, 7th July)
Paper
UNIVERSITY_IMAGE._AOM_CONF__2015.pdf
Presentation Files
The presenter has not uploaded any presentation files.
