Browsing by Author "Ahmed, Mohammed"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    The Influence of Corporate Brand on Customer Attitude: The Case of Zemen Bank
    (Addis Ababa University, 2021-06) Ahmed, Mohammed; Workineh, Mesfin (PhD)
    Branding is the process of enhancing a company's product or service image through marketing methods in order to gain a favorable position in the minds of customers; at the level of corporate brand, the meaning attached to the brand is applied to the whole corporation.The competitive nature of the banking industry necessitates the existence of a marketing department that is responsible for the formulation and implementation of marketing strategies.The goal of this study was to see how corporate brand influenced customer attitudes in the case of Zemen Bank. The study employed four corporate brand dimensions as determining variables i.e. brand image, reputation, corporate familiarity, and marketing communication.The relationship between both the independent and dependent variables was determined using correlation and multiple regression analysis.In the study the correlation between all independent variables and the dependent variable has been found to be positive and substantial, and corporate familiarity and marketing communication were found to be statistically significant in predicting customer attitude.