An Assessment of the Effects of Brand Equity on Consumers’ Purchase Intentions on Bokomo Brands in Namibia

Abstract

In the dynamic and competitive global market, effective brand management has become imperative for business success. This explanatory study examined the impact of branding strategies on brand equity and its subsequent effect on consumer purchase intentions for Bokomo brands in Namibia. The research aimed to identify brand equity's key dimensions and components that significantly influence consumer behaviour. A sample size of 377 participants was selected, and inferential statistics, including regression analysis, were employed to analyse the data. The results reveal a significant positive relationship between branding strategies (coef. = 0.053, p < 0.001) and brand equity, indicating that effective branding strategies significantly impact brand equity. Furthermore, the findings demonstrate a strong positive association between brand equity (coef. = 0.048, p < 0.05) and consumer purchase intentions, suggesting that a higher level of brand equity leads to increased purchase intentions among consumers. These results provide valuable insights for Bokomo brands in Namibia to develop and implement effective branding strategies that enhance brand equity and ultimately drive consumer purchase intentions. The study further contributes to the existing literature on brand management and consumer behaviour by providing empirical evidence in the context of Bokomo brands in Namibia.