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

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.