July 1, 2020 Thesis Open Access

Yoseph Aklilu

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