Entrepreneurial Marketing and Brand Equity: Evidence from Stall Operators in Awka

Abstract

This study examined how entrepreneurial marketing affects brand equity among stall operators in Awka. The specific objectives were to assess the effects of value creation and customer intensity on brand equity. A cross-sectional survey design was adopted. The study population comprised all stall operators in Awka, and a sample size of 384 was selected using Cochran’s formula. Data were collected through structured questionnaires and analyzed using multiple regression analysis. The hypotheses were tested at a 5% significance level to determine the effect of entrepreneurial marketing practices on brand equity. The study found the following: value creation has a positive and significant effect on brand equity among stall operators in Awka (β = 0.486, p = 0.000); customer intensity also has a positive and significant effect on brand equity among stall operators in Awka (β = 0.386, p = 0.000). In conclusion, the perceived worth of a stall's brand in the eyes of customers is strongly influenced by how much effort the operators put into delivering meaningful value and maintaining strong customer focus. The study recommends that Stall Operators in Awka should consistently enhance value creation by differentiating their products or services through improved quality, packaging, and customer-friendly pricing by identifying what customers truly need and tailoring offerings to meet those expectations.