Submit your papersSubmit Now
For Enquiries: [email protected]
IIARD LogoIIARD

Entrepreneurial Autonomy and Brand Equity: Evidence from Stall Operators in Awka

Okechukwu Ferdinand Cyril-Nwuche, PhD

Abstract

This study examined the effect of entrepreneurial autonomy on the brand equity of stall operators in Awka. A cross-sectional survey research design was adopted, targeting stall operators across major trading areas in Awka. The population was considered infinite due to the informal nature of the sector, and using Cochran’s formula, a sample size of 384 respondents was selected through purposive sampling. Data were collected through structured questionnaires and analyzed using linear regression at a 5% significance level. The finding revealed that entrepreneurial autonomy has a positive and significant effect on brand equity of stall operators in Awka (β = 0.317, p = 0.000). In conclusion, autonomous decision-making contributes meaningfully to brand development among grassroots entrepreneurs. The study recommended that local government authorities in Awka metropolis should develop and implement simplified licensing and regulatory frameworks that give stall operators more flexibility in managing their businesses. By reducing bureaucratic constraints and allowing greater freedom in decision-making, such as setting prices, sourcing goods, and designing stall layouts, operators can better align their operations with customer preferences, thereby enhancing their stall’s brand recognition, trust, and customer loyalty.

Keywords

Entrepreneurial AutonomyBrand EquityStall Operators

References

Adegbe, O. B. (2017). The Impact of Entrepreneurial Orientation on Small Business Performance in Makurdi, Benue State–Nigeria. Nigerian Journal of Management Sciences, 6(1). Adeniyi, L. A., Afon, A. O., &Bolukale, O. A. (2022). Assessment of Solid Waste Generation among the Different Stall Operators in a Typical Institutional Market of Developing Countries: Assessment of Solid Waste Generation among the Different Stall Operators in a Typical Institutional Market of Developing Countries. FUOYE Journal of Pure and Applied Sciences , 7(3), 1-12. Badiru, N. (2024). Entrepreneurial behaviour and the performance of small and medium enterprises in South-West, Nigeria. Business & Management Compass, 68(1), 25-44. Bannah, B., Abdulmumin, A., &Aliyu, M. (2023). Effect of Entrepreneurial Orientation Dimensions on Performance of Small and Medium Enterprises in South Western States in Nigeria. International Journal of Accounting, Finance and Administrative Research, 1(1), 39-50. Bii, J., Akuku, C., &Kimutai, G. (2023). Autonomy and performance of star rated hotels in north rift region, Kenya: Moderating role of dynamic capabilities. The Strategic Journal of Business & Change Management, 10(3), 183 – 197. Chen, M. H., Tseng, M., &Teng, M. J. (2020). Creative entrepreneurs’ well-being, opportunity recognition and absorptive capacity: Self-determination theory perspective. Entrepreneurship Research Journal, 10(1), 20180171. Deci, E. L., & Ryan, R. M. (2012). Self-determination theory. Handbook of theories of social psychology, 1(20), 416-436. Ezenne, C. C., & Islam, G. M. N. (2025). Role of Entrepreneurial Orientation in SME Performance: Examining the Impact of Individual Dimensions. International Journal of Research and Innovation in Social Science, 9(5), 344-357. Gelderen, M. V. (2016). Entrepreneurial autonomy and its dynamics. Applied psychology, 65(3), 541-567. Ibrahim, A. U., & Abu, M. M. (2020). Influence of entrepreneurial orientation on firms performance: Evidence from small and medium enterprises in Nigeria. International Journal of Economics and Financial Issues, 10(2), 99-106. Ikwuo, A. K., Nwite, I. M., & Nworie, G. O. (2025). Reflecting Staff Reward in Employee Output: A Validation of Henri Fayol's 7th Principle of Management Using Nigerian Manufacturing Sector. Golden Ratio of Human Resource Management, 5(2), 488-500. Ipinsagba, O. E., Yakubu, D., &Iorpuu, T. (2025). Effect of autonomy and competitive aggressiveness on the growth of smes in South-West Nigeria. FULafia International Journal of Business and Allied Studies, 3(2), 36-50. Iremadze, D. (2016, September). Towards entrepreneurial motivation: The self-determination theory approach. In European Conference on Innovation and Entrepreneurship (p. 960). Academic Conferences International Limited. Kariithi, P. M. (2008). Competitive strategies adopted by the retail stall exhibitors in Nairobi Central Business District (Doctoral dissertation, University of Nairobi). Keinde, T. O., Okusanya, A. O., &Oladire, I. S. (2023). Influence of Autonomy on the Performance of Small and Medium Scale Hospitality Businesses in Ogun State, Nigeria. The Vocational and Applied Science Journal, 18(1), 17-22. Nworie, G. O., & Odah, U. (2024). Social media role in shaping the reading culture of undergraduate accounting students in Nigeria. International Journal of Academic Management Science Research , 8(7), 363-373. https://www.ijeais.org/ijamsr/ijamsr.v8n7.2 Nworie, G. O., Okafor, T. G., Igwebuike, C. C. &Onyali, C. I. (2023). Utilizing Cost- Volume-Profit Analysis for Informed Decision Making in Small Business Management. Central Asian Journal of Innovations on Tourism Management and Finance, 4(2), 102-115. https://cajitmf.centralasianstudies.org/index.php/CAJITMF/article/view/429/451 Ocloo, E. C., Müller, R. A., &Coffie, I. S. (2025). B2B e-commerce adoption and its effect on SMEs’ brand equity: The integrative perspective of TOE and TAM. Social Sciences & Humanities Open, 12, 101731. Odeleye, O. T. (2021). Brand equity and marketing performance: Perspectives from the brewing industry in Nigeria. International Journal of Business, Economics and Management, 4(1), 103-115. Okijie, S. R., &Effiong, U. E. (2024). Financing and successful micro, small and medium scale enterprise development in Nigeria. East African Finance Journal, 3(1), 1-26. Omife, D. C., &Agwu, O. I. (2025). Brand equity and customer patronage of indomie instant noodles in Enugu State. International Journal of Management Practice and Innovation, 13(2), 105-118. Ozigi, E. E. (2024). Effect of Entrepreneurial orientation on entrepreneurial intention among final year female undergraduates in Nigerian federal universities. International Journal of Business and Development Studies, 16(1), 5-43. Supiyandi, A., Hastjarjo, S., &Slamet, Y. (2022). Influence of brand awareness, brand association, perceived quality, and brand loyalty of shopee on consumers’ purchasing decisions. CommIT (Communication and Information Technology) Journal, 16(1), 9- 18. Usoroh, E. (2021). Effect of autonomy and competitive aggressiveness on the growth of small and medium enterprises in North Central, Nigeria. International Journal, 5(1).

More Articles from WORLD JOURNAL OF ENTREPRENEURIAL DEVELOPMENT STUDIES