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All Journal International Journal of Entrepreneurship, Business, and Creative Economy Journal of Social Entrepreneurship Theory and Practice
Kankam-Kwarteng , Collins
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Humanities Economics, Econometrics & Finance Social Sciences

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The Strategic Effect of Hedonic and Utilitarian Value in Building Brand Trust and Brand Satisfaction Osei, Francis; Owusu, Joyce Dankwah; Kankam-Kwarteng , Collins
International Journal of Entrepreneurship, Business and Creative Economy Vol. 4 No. 2 (2024): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v4i2.2233

Abstract

Customer value, divided into hedonic (emotional) and utilitarian (functional) dimensions, is crucial for competitive advantage, prompting the need for research in diverse contexts. Existing literature highlights the strategic importance of balancing these values to enhance brand trust and satisfaction, yet the cosmetics industry in Ghana remains underexplored. This study gathered data from 200 cosmetic product users in Ghana and used structural equation modelling to analyze the relationships between hedonic and utilitarian values, brand trust, and brand satisfaction. The findings indicate that hedonic values do not significantly affect brand trust or satisfaction, while utilitarian values are key drivers of both. Brand trust positively influences brand satisfaction but does not mediate the relationship between hedonic values and satisfaction. However, brand trust mediates the connection between utilitarian values and satisfaction. These insights are valuable for scientists studying consumer behaviour and for marketers aiming to meet customer expectations more effectively. This study, among the first of its kind in Ghana, underscores the strategic importance of utilitarian values in building brand trust and satisfaction in the cosmetic industry. Limitations include a single geographic focus and industry, suggesting future research should explore other contexts and include variables like brand loyalty and socioeconomic status to enhance understanding.
Leveraging Corporate Social Responsibility to Strengthen Customer-Based Brand Equity in Ghana’s Hotel Industry Osei , Francis; Mercy, Boadi; Kankam-Kwarteng , Collins; Ansong , Samuel Babae; Owusu , Alfred
Journal of Social Entrepreneurship Theory and Practice Vol. 5 No. 1 (2026): January - July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/jsetp.v5i1.3866

Abstract

Corporate Social Responsibility (CSR) is gaining increasing importance in the hospitality industry, particularly in emerging markets where customers are becoming more attentive to social and environmental practices. However, the influence of CSR on the components of Customer-Based Brand Equity (CBBE) has not been sufficiently examined in the Ghanaian hotel sector. This study, therefore, investigates the effect of CSR initiatives on CBBE, focusing on four key dimensions: brand awareness, brand association, perceived quality, and brand loyalty, based on Aaker’s multidimensional brand equity framework. A quantitative research approach was employed using a structured questionnaire administered to 249 hotel customers in Kumasi, Ghana. The collected data were analyzed using SPSS and SmartPLS to test the hypothesized relationships between CSR and the four dimensions of CBBE. The findings reveal that CSR has a statistically significant and positive effect on brand awareness, brand association, perceived quality, and brand loyalty. These results suggest that CSR initiatives can strengthen customers’ perceptions of hotel brands and enhance overall brand equity in the hospitality context. Nevertheless, the study is limited to the hotel sector in Kumasi, Ghana, which restricts the broader generalizability of the findings. Future research could extend this work by examining other geographic regions, different hotel categories, and additional variables such as customer satisfaction or brand meaning to develop a more comprehensive model. This study contributes to the literature by empirically linking CSR to the development of customer-based brand equity in the Ghanaian hospitality industry. By integrating CSR into Aaker’s brand equity model, the study offers both theoretical insights and practical implications, highlighting how hotel managers can leverage CSR as a strategic tool to build strong, loyal brands in socially conscious markets.
Co-Authors Ansong , Samuel Babae Mercy, Boadi Osei , Francis Osei, Francis Owusu , Alfred Owusu, Joyce Dankwah