{"id":3245,"date":"2025-10-02T05:59:56","date_gmt":"2025-10-02T05:59:56","guid":{"rendered":"https:\/\/ujm.com.ng\/?p=3245"},"modified":"2025-10-02T05:59:57","modified_gmt":"2025-10-02T05:59:57","slug":"purpose-driven-marketing-and-customerbased-brand-equity-evidence-from-millennial-consumers-in-southwest-nigeria","status":"publish","type":"post","link":"https:\/\/ujm.com.ng\/index.php\/2025\/10\/02\/purpose-driven-marketing-and-customerbased-brand-equity-evidence-from-millennial-consumers-in-southwest-nigeria\/","title":{"rendered":"Purpose-Driven Marketing and CustomerBased Brand Equity: Evidence from Millennial Consumers in Southwest Nigeria"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><strong>Ogunode Philips Olatunde<\/strong><sup>1*<\/sup><br><strong>Ogah Arome Victor<\/strong><sup>2<\/sup><br><strong>Adejimi Seun Oyebola<\/strong><sup>3<\/sup><br><sup>1,3<\/sup>Department of Marketing<br>Federal Polytechnic, Ado-Ekiti, Ekiti State, Nigeria<br><sup>2<\/sup>Department of Marketing, <br>Ekiti State University, Ado-Ekiti, Ekiti State, Nigeria<br>*For correspondence, email: ogunode_po@fedpolyado.edu.ng<\/p>\n\n\n\n<p><strong>Abstract<\/strong><\/p>\n\n\n\n<p>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\u2019s 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.<\/p>\n\n\n\n<p><strong>Keywords:<\/strong> Purpose-Driven Marketing, Brand Equity, Perceived Quality, Brand Loyalty, Millennial<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2025\/10\/2025-UJM-Vol-4-No.3-30.09.2025-105-117.pdf\">DOWNLOAD FULL TEXT IN PDF<\/a><\/strong><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ogunode Philips Olatunde1*Ogah Arome Victor2Adejimi Seun Oyebola31,3Department of MarketingFederal Polytechnic, Ado-Ekiti, Ekiti State, Nigeria2Department of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3202,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[410,200],"tags":[404,183,409,262,408],"class_list":["post-3245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-equity","category-marketing","tag-brand-equity","tag-brand-loyalty","tag-millennial","tag-perceived-quality","tag-purpose-driven-marketing"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Purpose-Driven Marketing and CustomerBased Brand Equity: Evidence from Millennial Consumers in Southwest Nigeria - Uniben Journal of Marketing<\/title>\n<meta name=\"robots\" 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