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

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 1.0 Introduction: 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.