Abstract
This study aims to explore the determinants of brand performance in the emerging economy of Botswana. The population included all retail customers of small and medium enterprises (SMEs) that operate within the city of Gaborone in Botswana. Stratified sampling and convenience sampling techniques were conducted and a self-administered questionnaire was distributed amongst 450 customers at the service points of SMEs. The hypothesised relationships in this study were analysed by means of the structural equation modelling approach. The findings reveal that brand relationship quality had a positive and significant impact on brand reputation, whilst brand reputation had a direct influence on brand performance. Additionally, the influence of brand reputation on brand performance was mediated by brand image. Therefore, it is important for SMEs in Botswana’s apparel industry to stimulate the level of brand relationship quality, brand reputation and brand image to build a sustainable brand performance.