Brand Equity Practices and Customer Engagement Towards E-Commerce Sites in Nigeria
DOI:
https://doi.org/10.54536/ajmri.v5i2.7042Keywords:
Brand Equity, Customer Engagement, E-Commerce SitesAbstract
This study investigates the relationship between brand equity practices and customer engagement toward e-commerce platforms in Nigeria, with a focus on Jumia and Konga, to explain how brand-related strategies influence customer interactions and loyalty in a competitive digital environment. A descriptive-correlational research design was adopted. Data were collected from 500 active online shoppers aged 18-25 in Abuja, Lagos, Kano, Onitsha, and Aba using a structured questionnaire that measured brand equity dimensions, customer engagement, and customer challenges. Descriptive and correlational statistical techniques were employed for data analysis. The results show that both platforms demonstrate very high levels of brand equity in terms of awareness, loyalty, association, and perceived quality. Customers exhibited very high emotional and cognitive engagement and high behavioral engagement. However, the relationship between brand equity and customer engagement was positive but weak, indicating the influence of other factors such as trust, convenience, and user experience. The findings extend existing theories on brand equity and customer engagement within the Nigerian e-commerce context and provide practical guidance for managers to enhance customer experiences by improving service quality, logistics, personalization, and platform usability. This study offers original value by providing a comparative analysis of leading Nigerian e-commerce platforms and integrating brand equity, customer engagement, and operational challenges into a single empirical framework, thereby enriching the limited literature on e-commerce branding in emerging economies
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