Brand Image Dimensions as Predictors of Consumer Purchase Behaviour in Zambia's Solar Energy Market: Evidence from Solar Move Africa
DOI:
https://doi.org/10.59413/ajocs/v7.i4.33Keywords:
Brand Image Dimensions, Consumer Purchase Behaviour, Solar EnergyAbstract
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.
Downloads
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
Aaker, D. A. (1996a). Building strong brands. Free Press.
Aaker, D. A. (1996b). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120.
Aktaş, H., & Şimşek, G. (Eds.). (2020). Consumer behavior models. Peter Lang. https://doi.org/10.3726/b16567
Alić, A., Činjarević, M., & Agić, E. (2020). The role of brand image in consumer-brand relationships: Similarities and differences between national and private label brands. Management & Marketing, 15(1), 1–16. https://doi.org/10.2478/mmcks-2020-0001
Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6–12.
Bloemer, J., & de Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499–513. https://doi.org/10.1108/03090569810216118
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance. Journal of Marketing, 65(2), 81–93.
Chiang, C.-F., & Jang, S. S. (2007). The effects of perceived price and brand image on value and purchase intention: Leisure travelers' attitudes toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15(3), 49–69.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139.
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Creswell, J. W., & Plano Clark, V. L. (2017). Designing and conducting mixed methods research (3rd ed.). SAGE Publications.
Edward, E., & Ruslim, T. S. (2021). Pengaruh perceived quality, brand image, brand trust terhadap purchase intention produk Milo. Jurnal Manajerial dan Kewirausahaan, 3(3), 669–679. https://doi.org/10.24912/jmk.v3i3.13151
Energy Regulation Board. (2023). Energy sector report 2023. Energy Regulation Board.
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157.
Ewur, G. D., Govender, J. P., & Amoah, J. (2025). Antecedents of brand equity on consumer purchasing behaviour in emerging markets: Does consumer scepticism moderate the relationship? African Journal of Applied Research, 11(7), 133–162. https://doi.org/10.26437/cb00r869
Fenetta, A., & Keni, K. (2020). Pengaruh brand awareness dan perceived quality terhadap purchase intention: Brand loyalty sebagai variabel mediasi. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(6), 270–275. https://doi.org/10.24912/jmbk.v4i6.9792
Field, A. (2013). Discovering statistics using IBM SPSS statistics (4th ed.). SAGE Publications.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 67(2), 148–158.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Pearson.
Kiprop, E., Matsui, K., & Maundu, N. (2019). The role of household consumers in adopting renewable energy technologies in Kenya. Environments, 6(8), 95.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kothari, C. R. (2004). Research methodology: Methods and techniques (2nd ed.). New Age International Publishers.
Kumar, N. B., & Sikalumbi, D. A. (2025). Factors affecting the adoption of renewable energy (solar) in Rhodes Park area of Lusaka District, Zambia. Journal of Climate Policy, 4(1), 72–86. https://doi.org/10.47941/jcp.3050
Lala, R. J., Tulung, J. E., & Wangke, S. J. C. (2024). The impact of brand awareness and perceived quality on green cosmetics purchase intention in Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 12(3), 1394–1404. https://doi.org/10.35794/emba.v12i03.58233
Liang, S.-Z., Xu, J.-L., & Huang, E. (2024). Comprehensive analysis of the effect of social influence and brand image on purchase intention. SAGE Open, 14(1), 1–13. https://doi.org/10.1177/21582440231218771
Loken, B., Ahluwalia, R., & Houston, M. J. (Eds.). (2010). Brands and brand management: Contemporary research perspectives. Psychology Press.
Miyene, T. C., & Chigemecha, N. G. (2026). Impact of green marketing strategies on consumer trust in solar energy adoption in Rivers State, Nigeria. BW Academic Journal.
Mufalali, S. M., Moose, J., Bbenkele, E., Sikachelela, J., Mundia, M., & Muduli, R. (2026a). Revisiting entrepreneurial orientation: A dimensional performance architecture in emerging market SMEs-Evidence from Kabwe District, Zambia. African Journal of Empirical Research, 7(2), 183–191.
Mufalali, S. M., Muduli, R., Mundia, M., Ngoma, K., & Sikachelela, J. (2026b). From exposure to intention: How social media entrepreneurial content shapes youth entrepreneurial intentions in Kabwe District, Zambia. African Journal of Commercial Studies, 7(3), 356–364.
Mufalali, S. M., Muduli, R., Mundia, M., Ngoma, K., Mwiya, B., & Sikachelela, J. (2026c). Youth consumer preferences for local vs. international brands: Implications for SMEs in Kabwe District, Zambia. African Journal of Commercial Studies, 7(3), 523–532.
Mundia, M., Nkonde, C., Simui, F., Mufalali, M. S., & Muduli, R. (2023). Cooperatives and livelihood improvement: Understanding the contribution of enterprising agriculture cooperatives in rural communities of Kabwe District, Zambia. European Journal of Agriculture and Food Sciences, 5(2), 40–46.
Mundia, M., Simasiku, M. M., & Chakwana, P. (2025). The role of micro-finance institutions on financial inclusion of farmpreneurs in rural communities of Kabwe District, Zambia. International Journal of Innovative Science and Research Technology, 10(10), 3400–3411.
Mundia, M., Simasiku, M. M., Joseph, I., Muduli, R., & Mweemba, K. (2026). Indigenous knowledge and entrepreneurial mindset among the Ila-speaking people of Namwala District, Zambia. International Journal of Innovative Science and Research Technology, 11(1), 3313–3322.
Mwiya, M. S., Moose, J., Bbenkele, E., Regina, M., Mundia, M., & Sikachelela, J. (2025). Entrepreneurial mindset in practice: Manifestations of entrepreneurial orientation among trading SMEs in Kabwe District, Zambia. East African Journal of Management and Business Studies, 5(4), 26–37.
Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers' retention decisions. International Journal of Bank Marketing, 19(6), 227–236.
Saidani, B., Muztahid, M. S., & Haro, A. (2017). The influence of perceived quality, brand image, and emotional value towards purchase intention of Consina backpack. Jurnal Riset Manajemen Sains Indonesia, 8(1), 1–19. https://doi.org/10.21009/JRMSI.008.1.01
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson Education.
Sheth, J. N., & Mittal, B. (2004). Customer behavior: A managerial perspective (2nd ed.). Thomson/South-Western.
Spence, M. (1973). Job market signaling. Quarterly Journal of Economics, 87(3), 355–374.
Susilowati, E., & Sari, A. N. (2020). The influence of brand awareness, brand association, and perceived quality toward consumers' purchase intention: A case of Richeese Factory, Jakarta. Independent Journal of Management & Production, 11(1), 39–53. https://doi.org/10.14807/ijmp.v11i1.981
Uhunamure, S. E., Matasane, C., Omoruyi, T. U., & Powell-Turner, J. (2025). Determinants of consumer willingness to invest in green energy solutions: Perspectives from South Africa. Resources, 14(10), 164. https://doi.org/10.3390/resources14100164
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
ZESCO Limited. (2023). ZESCO integrated report 2023. ZESCO Limited.
Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review. Open Journal of Business and Management, 3(1), 58–62. https://doi.org/10.4236/ojbm.2015.31006
Zulu, S. L., Chabala, M., & Zulu, E. (2021). Perceptions and beliefs influencing intention to use solar energy solutions in Zambian households. Built Environment Project and Asset Management, 11(5), 918–933. https://doi.org/10.1108/BEPAM-01-2021-0010
Zulu, S., Zulu, E., & Chabala, M. (2022). Factors influencing households' intention to adopt solar energy solutions in Zambia: Insights from the theory of planned behaviour. Smart and Sustainable Built Environment, 11(4), 951–971. https://doi.org/10.1108/SASBE-01-2021-0008
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Suwilanji Nawakwi, Simasiku Mwiya Mufalali, Regina Muduli, Mukwalikuli Mundia (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
