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The effect of brand image on consumer preference: The case of zemen bank Addis Ababa city branch customers

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dc.contributor.advisor Belayneh, Temesgen (PhD)
dc.contributor.author Tiruneh, Hanan
dc.date.accessioned 2021-01-13T11:11:50Z
dc.date.available 2021-01-13T11:11:50Z
dc.date.issued 2020-10
dc.identifier.uri http://etd.aau.edu.et/handle/123456789/24656
dc.description.abstract The aim of the study was to scrutinize the effect of brand image on consumer preference in Zemen bank Addis Ababa city branch customers. The sample consisted of 384 customers. Aaker’s 1996 brand image dimensions have been analyzed in the study. Additionally, Brand awareness is analyzed in this study. Brand image dimensions such as Brand value, Brand characteristics, Brand association and Brand awareness were used, On the other hand, consumer preference was used as independent variable. A questionnaire with a five-point Likert scale was used to collect primary data. The research design used by the researcher was descriptive and explanatory research design. For collecting data convenience sampling technique was applied. SPSS software 21.0 version was used to analyze the collected data by using descriptive and Inferential statistics such as frequencies, percentages, means, standard deviations, correlation and multiple linear regression. Results of the study shows that from the four predictor variables Brand characteristics, Brand value and Brand association have positive and significant effect on consumer preference. Relatively Brand characteristics has the strongest effect. On the other hand, Brand awareness doesn’t have any effect on consumer preference. The researcher recommends the company to give priorities to the significant factors mainly to Brand characteristics en_US
dc.language.iso en_US en_US
dc.publisher Addis Ababa University en_US
dc.subject Brand image dimensions en_US
dc.subject Consumer preference en_US
dc.subject Zemen bank en_US
dc.title The effect of brand image on consumer preference: The case of zemen bank Addis Ababa city branch customers en_US
dc.type Thesis en_US

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