Antecedents of Brand Equity on Consumer Purchasing Behaviour in Emerging Markets. Does Consumer Scepticism Moderate the Relationship?

Abstract

Purpose: This study investigates the antecedents of brand equity, specifically brand awareness, loyalty, brand associations, and perceived quality, and their influence on consumer purchasing behaviour in emerging markets, with a particular focus on Ghana. It also examines the moderating role of consumer scepticism in these relationships. Design/Methodology/Approach: Data were collected from 392 students at technical universities in Ghana and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The study draws on Aaker’s (1991) brand equity theory to develop and test its hypotheses. Findings: Results indicate that four out of six direct hypotheses were supported, confirming significant effects of specific brand equity components on purchasing behaviour. The findings highlight the strong influence of global brands in emerging economies, where perceptions of quality, status, and value predominantly shape consumer preferences. Research Limitation: The study’s generalizability is limited by its focus on a student sample and the Ghanaian context. Further research could expand to diverse demographic groups and cross-cultural settings. Practical Implication: Marketers can use these insights to develop trust-building strategies that address consumer scepticism and optimise the leverage of specific brand equity components in markets where scepticism is prevalent. Social Implication: By understanding the dynamics of brand perception and scepticism, the study provides valuable guidance for enhancing consumer-brand relationships in emerging economies, potentially driving more informed consumption decisions and brand loyalty. Originality/Value: This research contributes to brand equity theory by incorporating consumer scepticism as a moderating factor, offering a novel perspective on how scepticism shapes the impact of brand equity on purchasing behaviour in emerging markets.