Brand Image Dimensions as Predictors of Consumer Purchase Behaviour in Zambia's Solar Energy Market: Evidence from Solar Move Africa

Abstract

This study examined brand image dimensions as predictors of consumer purchase behaviour in Zambia's solar-energy market, using Solar Move Africa in Kitwe as the empirical setting. Guided by Keller's Customer-Based Brand Equity Theory, the study focused on five brand-image dimensions: brand reputation, product quality, brand trust, reliability and market awareness. A quantitative descriptive research design was adopted, and data were collected from 154 customers selected through simple random sampling from the company's customer database. A structured questionnaire using a five-point Likert scale was employed to collect data. Descriptive statistics and multiple linear regression analysis were used to analyse the responses and determine the relative predictive contribution of each brand-image dimension to consumer purchase behaviour. The findings revealed that brand trust was the strongest significant predictor of consumer purchase behaviour (β = 0.299, p < .001), followed by product quality (β = 0.247, p < .001), reliability (β = 0.202, p = .004) and market awareness (β = 0.200, p = .001). Brand reputation recorded a positive but statistically non-significant contribution (β = 0.078, p = .187) when the effects of the other dimensions were controlled. The study concludes that consumer purchase behaviour in Zambia's solar-energy market is influenced more strongly by specific brand associations, particularly trust, perceived quality, reliability and awareness, than by general corporate reputation alone. The study recommends that solar-energy providers prioritise trust-building, product quality assurance, dependable service delivery and stronger market visibility to enhance consumer purchasing decisions and strengthen customer-based brand equity.