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Effect Of Brand Equity Dimensions On Consumer Purchase Intention: The Case Of Malt Brands In Addis Ababa

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dc.contributor.advisor Workineh, Mesfin (PhD)
dc.contributor.author Seifu, Yordanos
dc.date.accessioned 2021-01-11T12:21:42Z
dc.date.available 2021-01-11T12:21:42Z
dc.date.issued 2020-07
dc.identifier.uri http://etd.aau.edu.et/handle/123456789/24613
dc.description.abstract The study was aimed to measure the effect of brand equity of Malt Brands on purchase intention by utilizing Aaker’s customer-based brand equity model. Four dimensions namely brand awareness, brand association, perceived quality & brand loyalty were used in order to conduct the study. Quantitative research design was implemented, where descriptive and explanatory research approach was applied. A sample of 371 respondents who had intention for purchase of malt beverages were selected by a convenience sampling method and data was collected through a survey questionnaire disseminated through Online survey tool intending to identify respondents purchase intention of malt brands in Addis Ababa. The results of correlation analysis demonstrate that all the predictors of purchase intention considered in this study had a positive significant relationship with purchase intention as well as within themselves at significance level of 0.01. The results of multiple regression analysis discovered that the four dimensions (brand awareness, brand loyalty, perceived quality and brand association) have a positive & significant influence on purchase intention. To build strong brand for malt beverages, it is recommended to work on consumer’s perception of the quality of the product and having customer loyalty programs that can change the perception of the consumers en_US
dc.language.iso en_US en_US
dc.publisher Addis Ababa University en_US
dc.subject Malt Brands en_US
dc.subject brand equity en_US
dc.subject purchase intention en_US
dc.title Effect Of Brand Equity Dimensions On Consumer Purchase Intention: The Case Of Malt Brands In Addis Ababa en_US
dc.type Thesis en_US

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