Determinants of Customer Based Brand Equity: Experience from 'Habesha' and 'St. Geroge' Beer Brands in Addis Ababa

The aim of the study is to measure determinants of customer based brand equity experience from
Habesha and St. George beer brands using Aakers (1991) model. The determinants used in the
study are Brand Awareness, Brand Association, Brand Loyalty and Perceived Quality and
examine the interrelationship with each determinants and the magnitude of their effect on the
overall brand equity of Habesha and St.George beer brands. The study has employed quantitative
explanatory research design. A sample of 439 beer consumers randomly selected in 25 different
locations across 10 sub cities across Addis Ababa using a convenience sampling method. Data
was analyzed using SPSS software version 26.0. The finding of the correlation analysis indicates
that there is a direct significant positive relationship between the determinants and overall brand
equity. It also shows there is a significant direct positive interrelationship between Brand
Awareness, Brand Association, Brand Loyalty and Perceived Quality. Furthermore, the multiple
regression analysis shows Perceived Quality, Brand Loyalty and Brand Association has a positive
direct significant effect on customer based brand equity of ‘Habesha’ beer brand. Whereas, Brand
Awareness, Brand Loyalty and Perceived Quality has a positive direct significant effect on
customer based brand equity of St. Geroge. Despite the positive effect that brand Awareness has
on Habesha beer brand it is not statistically significant. There is neither positive nor significant
effect of brand Association on the customer based brand equity of ‘St. George’ beer brand. The
finding implies that survey participants have a positive perception about the brands under the
study. Hence, the management of Habesha beer brands should give emphasis to Brand
Association, Brand Loyalty and Perceived Quality and enhance unaided and aided recall of the
brands. Whereas the management of St.Geroge brands should concentrate on Perceived Quality
and Brand Loyalty and Brand Awareness but also give emphasis to enhance the important imagery
attributes to increase the effect of brand Association on the customer based brand equity of
St.George beer brand. Managers of both brands should also give emphasis to the positive inter
correlation among variables.