July 1, 2020 Thesis Open Access

Yoseph Aklilu

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{
  "DOI": "10.20372/nadre:4260", 
  "author": [
    {
      "family": "Yoseph Aklilu"
    }
  ], 
  "issued": {
    "date-parts": [
      [
        2020, 
        7, 
        1
      ]
    ]
  }, 
  "abstract": "<p>The aim of the study is to measure determinants of customer based brand equity experience from<br>\nHabesha and St. George beer brands using Aakers (1991) model. The determinants used in the<br>\nstudy are Brand Awareness, Brand Association, Brand Loyalty and Perceived Quality and<br>\nexamine the interrelationship with each determinants and the magnitude of their effect on the<br>\noverall brand equity of Habesha and St.George beer brands. The study has employed quantitative<br>\nexplanatory research design. A sample of 439 beer consumers randomly selected in 25 different<br>\nlocations across 10 sub cities across Addis Ababa using a convenience sampling method. Data<br>\nwas analyzed using SPSS software version 26.0. The finding of the correlation analysis indicates<br>\nthat there is a direct significant positive relationship between the determinants and overall brand<br>\nequity. It also shows there is a significant direct positive interrelationship between Brand<br>\nAwareness, Brand Association, Brand Loyalty and Perceived Quality. Furthermore, the multiple<br>\nregression analysis shows Perceived Quality, Brand Loyalty and Brand Association has a positive<br>\ndirect significant effect on customer based brand equity of &lsquo;Habesha&rsquo; beer brand. Whereas, Brand<br>\nAwareness, Brand Loyalty and Perceived Quality has a positive direct significant effect on<br>\ncustomer based brand equity of St. Geroge. Despite the positive effect that brand Awareness has<br>\non Habesha beer brand it is not statistically significant. There is neither positive nor significant<br>\neffect of brand Association on the customer based brand equity of &lsquo;St. George&rsquo; beer brand. The<br>\nfinding implies that survey participants have a positive perception about the brands under the<br>\nstudy. Hence, the management of Habesha beer brands should give emphasis to Brand<br>\nAssociation, Brand Loyalty and Perceived Quality and enhance unaided and aided recall of the<br>\nbrands. Whereas the management of St.Geroge brands should concentrate on Perceived Quality<br>\nand Brand Loyalty and Brand Awareness but also give emphasis to enhance the important imagery<br>\nattributes to increase the effect of brand Association on the customer based brand equity of<br>\nSt.George beer brand. Managers of both brands should also give emphasis to the positive inter<br>\ncorrelation among variables.</p>", 
  "title": "Determinants of Customer Based Brand Equity: Experience from 'Habesha' and 'St. Geroge' Beer Brands in Addis Ababa", 
  "type": "thesis", 
  "id": "4260"
}