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Brand Equity Practices and Customer Engagement Towards E-Commerce Sites in Nigeria

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 s…

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Source	Internet Archive
Collection	International records
Kind	Document
Publisher	American Journal of Multidisciplinary Research and Innovation (AJMRI)
Date	2026-04-04
Type	texts
Details	ia title
Found at	https://archive.org/details/article-7042
Archived copy	Look it up in the Wayback Machine
Record ID	`internet-archive:article-7042`

Cite this record

Brand Equity Practices and Customer Engagement Towards E-Commerce Sites in Nigeria. Internet Archive, 2026. Vero Archive, record internet-archive:article-7042.