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

Author

Listed:
  • Nawakwi, Suwilanji

    (Kwame Nkrumah University)

  • Mufalali, Simasiku Mwiya

    (Kwame Nkrumah University)

  • Muduli, Regina

    (Kwame Nkrumah University)

  • Mundia, Mukwalikuli

    (Kwame Nkrumah University)

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

Suggested Citation

  • Nawakwi, Suwilanji & Mufalali, Simasiku Mwiya & Muduli, Regina & Mundia, Mukwalikuli, 2026. "Brand Image Dimensions as Predictors of Consumer Purchase Behaviour in Zambia's Solar Energy Market: Evidence from Solar Move Africa," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(4).
    • Handle: RePEc:cwk:ajocsl:2026-066
    DOI: 10.59413/ajocs/v7.i4.33
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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