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

Suwilanji Nawakwi, Simasiku Mwiya Mufalali, Regina Muduli and Mukwalikuli Mundia
Additional contact information
Suwilanji Nawakwi: Kwame Nkrumah University
Simasiku Mwiya Mufalali: Kwame Nkrumah University
Regina Muduli: Kwame Nkrumah University
Mukwalikuli Mundia: Kwame Nkrumah University

African Journal of Commercial Studies, 2026, vol. 7, issue 4

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

Keywords: Brand Image Dimensions; Consumer Purchase Behaviour; Solar Energy (search for similar items in EconPapers)
JEL-codes: M31 M37 O33 (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ijcsacademia.com/index.php/journal/article/view/695

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsl:2026-066

DOI: 10.59413/ajocs/v7.i4.33

Access Statistics for this article

More articles in African Journal of Commercial Studies from African Journal of Commercial Studies
Bibliographic data for series maintained by Dr. Charles G. Kamau ().