Positioning Open and Distance Learning Through Marketing Communication: Exploring the Role of Brand Personality

Abstract

Open and Distance Learning (ODL) has been viewed as being second rate compared to conventional learning methods.  However, it appears poised to become a significant route to accessing quality tertiary education in Nigeria considering the massive shortfall of infrastructure to carry out said conventional methods of learning. In order to bring the required turnaround, ODL must be repositioned through improved marketing communication methods. Research has shown Brand Personality to be a useful tool in driving consumption of a wide variety of products.  This study thus used established brand personality methodology to investigate the factors of ODL Personality. The study developed and validated a scale for the measurement of ODL Personality with an empirical evidence of its brand personality factors. A survey-based approach was employed and a total of 252 copies of the questionnaire were found useable and acceptable, exploratory factor analysis revealed a four-factor model which was validated using confirmatory factor analysis.  Findings showed that ODL had 18 personality traits as well as four factors of brand personality which were - Value-Adding, Innovative, Fulfilment and Convenience. It was recommended among others that managers and operators of destinations in Africa need to position and align their respective ODL Institutions using the four-factor framework to develop strategic marketing communication