Internal Brand Equity of Universities and Students’ Academic Performance

Abstract

Internal branding occupies the core of internal marketing thus sifting out the values at the behest of an organization in achieving stated objectives. Bearing this in mind, this study adopts a survey technique to identify the perception of consumers (students) on internal brand equi ties of academic institutions in the shadows of the minimum academic standards requirement as determinants of academic performance. The ingenuity of this work thus lies in the ability of the study to examine internal brand equities of academic institutions/services. A test of difference was conducted to understudy the interplay between the academic performance of students among five cohorts distributed based on academic performance of students. The analysis made use of Kruskal-wallis test with the application of Wilcoxon signed rank tests with the Bonferroni Correction as post hoc analysis to identify the direction of the differences. The research identified how students are segregated on the basis of their academic performances and the variables helpful to their academic performances. Chiefly, high-flying students present unequivocal views on the usefulness of ‘facilities’, ‘library services’ and ‘working hours’ to the academic performance of students. On this note, the study recommends that attention of government can be directed to areas of Library services, academic services and physical facilities as all students except the high-flyers are having conflicting view with respect to their ranks on internal brand variables. More so, non-academic services should be improved upon as it is disregarded as a helpful variable by the ‘high flying students.