INVESTIGATING THE DETERMINANTS OF BRAND EQUITY AND THEIR INFLUENCE ON CONSUMER PURCHASING BEHAVIOUR IN EMERGING MARKETS

Authors

DOI:

https://doi.org/10.37335/ijek.v13i2.323

Keywords:

Brand equity, consumer purchasing behaviour, brand loyalty, brand association.

Abstract

This study aims to investigate the key drivers of brand equity and examine their influence on consumer purchase behaviour in emerging markets. Specifically, it examines how brand awareness, brand loyalty, brand associations, and perceived quality, grounded in the consumer-based brand equity (CBBE) framework, influence consumer perceptions and purchasing decisions. Empirical data were collected from students at technical universities via purposive sampling, yielding 372 valid responses. The study employed Partial Least Squares (PLS) and Structural Equation Modelling (SEM) to analyse the relationships between brand equity drivers and consumer purchase behaviour. All hypothesised relationships were supported, confirming that brand awareness, brand loyalty, brand associations, and perceived quality significantly influence consumer purchase behaviour in emerging markets. The findings highlight practical implications for marketers, emphasising the need to adapt branding strategies to local consumer preferences and to leverage both global and local brand strengths. Marketers should focus on enhancing all dimensions of brand equity to foster stronger consumer engagement and drive purchase decisions. This research enriches the understanding of brand equity dynamics in emerging markets, providing actionable insights for academics and practitioners. It underscores the importance of context-specific strategies for building and sustaining brand equity, thereby improving brand performance and consumer loyalty in dynamic market environments.

Downloads

Download data is not yet available.

Author Biographies

George Domonic Ewur, Durban University of Technology, Durban, South Africa

George D. Ewur is a senior lecturer at the Department of Marketing and Entrepreneurial Studies of Takoradi Technical University, Takoradi, Ghana. He holds a Master's in Business Administration in Marketing from the University of Wales, United Kingdom, and is a final-year PhD student at Durban University of Technology, South Africa. His areas of expertise include: Strategic Marketing, Social Marketing, Branding, and Marketing Communication, among others.

Jeevarathnam Parthasarathy Govender, Durban University of Technology, Durban, South Africa

Jeevarathnam P. Govender is an Associate Professor at the Department of Marketing and Retail Management of Durban University of Technology, South Africa. He is the head of the Department of Marketing and Retail Management of Durban University of Technology. His areas of focus are:  green marketing, consumer behaviour, and service marketing, among others. The results of his research have been published in peer-reviewed scientific journals and presented at numerous international conferences around the globe.

John Amoah, Takoradi Technical University, Takoradi, Ghana

John Amoah is a lecturer at the Department of Marketing and Entrepreneurial Studies of Takoradi Technical University, Takoradi, Ghana.  He holds a PhD in Marketing Management from the Tomas Bata University, Zlín, Czech Republic.  He serves on several editorial boards, including Cogent Business and Management, and is a reviewer. John Amoah is an associate member of the Chartered Institute of Marketing, CIM-Ghana.  His areas of focus include SME Development, social media, and service marketing, among others.  The results of his research have been published in peer-reviewed scientific journals and presented at numerous international conferences worldwide.

Downloads

Published

2025-12-17

How to Cite

Ewur, G. D., Govender, J. P., & Amoah, J. (2025). INVESTIGATING THE DETERMINANTS OF BRAND EQUITY AND THEIR INFLUENCE ON CONSUMER PURCHASING BEHAVIOUR IN EMERGING MARKETS. International Journal of Entrepreneurial Knowledge, 13(2), 1–19. https://doi.org/10.37335/ijek.v13i2.323

Issue

Vol. 13 No. 2 (2025): International Journal of Entrepreneurial Knowledge

Section

Articles

License

Copyright (c) 2025 International Journal of Entrepreneurial Knowledge

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

International Journal of Entrepreneurial Knowledge (ISSN 2336-2960) is published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners:

  • University College of Business in Prague, Czech Republic
  • University of Entrepreneurship and Law, Prague, Czech Republic
  • School of Business and Administration of the Polytechnic Institute of Setúbal, Portugal
  • Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovakia
IJEK is an Open Access journal and does not charge readers or their institutions for access. 
  • Copyright belongs to the Center for International Scientific Research of VŠO and VŠPP.
  • The publisher, Center for International Scientific Research of VŠO and VŠPP, provides free access policy to the Journal of Tourism and Services.
  • International Journal of Entrepreneurial Knowledge is an open-access journal with CC BY-NC-ND licensing policy which means that all content is freely available without charge to the user or his/her institution. Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles, or use them for any other lawful purpose, without asking prior permission from the publisher or the author. This is in accordance with the BOAI definition of open access.