Purpose-Driven Marketing and CustomerBased Brand Equity: Evidence from Millennial Consumers in Southwest Nigeria

Ogunode Philips Olatunde^1*
Ogah Arome Victor²
Adejimi Seun Oyebola^3
1,3Department of Marketing
Federal Polytechnic, Ado-Ekiti, Ekiti State, Nigeria
²Department of Marketing,
Ekiti State University, Ado-Ekiti, Ekiti State, Nigeria
*For correspondence, email: ogunode_po@fedpolyado.edu.ng

Abstract

This study examined the relationship between purpose-driven marketing and brand equity among millennial consumer in southwest Nigeria, with specific focus on brand awareness, perceived quality, and brand loyalty within the framework of customer-based brand equity (CBBE) model. A survey research design was adopted targeting millennial consumers across the region. Data were collected through a structured questionnaire and respondents were selected using multistage and stratified sampling techniques. Regression analysis was employed to test the study hypotheses. The findings revealed that socially responsible marketing campaign exert a significant positive effect on brand awareness while effective communication of brand purpose significantly enhances millennia’s perception of brand quality. The results further underscore the potential of purpose-driven marketing in strengthening consumer brand relationship as well as fostering brand loyalty. Based on these findings, the study recommends that marketers should design authentic purpose-driven campaigns that transcend tokenistic gestures or purpose-washing, thereby creating meaningful connections with millennial consumers and sustaining long-term brand equity.

Keywords: Purpose-Driven Marketing, Brand Equity, Perceived Quality, Brand Loyalty, Millennial

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