Abstract
This study focused on dimensions of brand equity and their influence on purchasing decisions. Specifically, it determined ways brand equity and its components, including brand awareness and perceived brand quality, influence purchasing decisions of consumers in Cape Coast, Ghana. The study adopted a cross-sectional survey design. Area of study was Cape Coast, Ghana. Population was made up of 437 consumers of indigenous textile fabric. Questionnaire was used for data collection. Multivariate correlational data analysis was conducted, including exploratory factor analysis, confirmatory factor analysis, and structural equation modelling using STATA version 18. Findings reveal that brand equity significantly influenced purchasing decisions of Ghanaian textile fabric consumers, brand awareness significantly influenced the purchasing decisions of Ghanaian textile consumers, and perceived quality significantly influenced purchasing decisions of Ghanaian textiles consumers. The study provides valuable insight into how the application of brand equity components can help declining local textiles firms to regain market access and promote indigenous local brands to consumers.