Developing A Strategic Marketing Communication Framework For Fashion Brand Building In Emerging Markets: A Case Study Of Ghana

Abstract

This study examined strategic marketing communication practices among Ghanaian fashion SMEs within an emerging market context. It focused on how communication choices, resource constraints, and cultural narratives shape brand building outcomes. The study further integrated practitioner insights to address contextual gaps in existing theory, with the aim of developing a culturally grounded strategic marketing communication framework for fashion brand building in Ghana. The study adopted a qualitative exploratory research design and was conducted among fashion SMEs operating in the Greater Accra Region. A total population of fashion SME actors and PR professionals was identified, from which a purposive sample of 20 participants was selected using non-probability sampling techniques. Data were collected using a qualitative approach based on semi-structured interviews with fashion SME actors and fashion PR experts. The study revealed that marketing communication practices among Ghanaian fashion SMEs were largely digital driven, informal, and intuition led, with heavy reliance on social media platforms, limited integration, and weak performance measurement, while PR expert insights highlighted gaps in consistency, strategic coordination, and brand equity focus. The study recommended that fashion SMEs adopt a simplified, culturally responsive strategic communication framework that formalises planning, integrates low-cost tools, and aligns internal capabilities with long-term brand equity objectives.