Investigating the Linkage between Relationship Quality Dimensions, Brand Awareness, and Brand Image: An Emerging African Market Perspective

This study is aimed at determining the linkage between relationship quality dimensions, brand awareness, and brand image among three selected small and medium enterprise (SME) brands in the emerging economy of Botswana. A quantitative approach was used to collect data for the study. Empirical data were gathered from 260 respondents using a self-administered questionnaire and analysed through structural equation modelling and Hayes process macro. The results indicate that trust, commitment, satisfaction, and communication directly impact brand awareness, while brand awareness has a positive influence on brand image, moderated by brand trust. Additionally, brand awareness mediated the effects of trust, commitment, satisfaction, and communication on brand image. Therefore, it is important for SMEs in Botswana's apparel industry to strengthen their relationship quality efforts, to secure the survival of their businesses, stimulate brand awareness, and improve their brand image in the marketplace.