Browsing by Author "Beyene, Mahedere"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Measuring Brand Equity of Paints in Addis Ababa (the Case of Nefas Silk and DIL Paints)
    (Addis Ababa University, 2019-06) Beyene, Mahedere; Tefera, Belaynesh (PhD)
    The growth in construction of commercial and residential buildings resulted for the growth of paint companies in Ethiopia market. Paint market in the major cities of the country has become increasingly competitive, thus indicating the need to build strong brand to increase the loyalty of their customers and increase company’s market share. Therefore this study aimed to verify the determinants of brand equity of paint products based on consumers’ perception of paint market. The study is based on Aaker brand equity model Aaker (1996), which comprise the four brand equity constructs, such as: brand awareness, perceived quality, brand loyalty and brand association. A multistage sampling technique was used to determine the sample size of the respondents. A self administered questionnaire was distributed to 140 respondents from which 132 were obtained to be valid with a response rate of 94 percent. Reliability test was performed to check the reliability of data. All items were found to have a Cronbach’s alpha value greater that 0.7 and the entire scale value of alpha was found to be 0.854 indicating the data was reliable for further analysis. Correlation test was conducted to find out relationships among four components of brand equity. The result of the analysis indicated all dimensions of paint brand equity were positively related and significant at (p=0.000). The findings of multiple regression analysis also indicated that all the dimensions had positive significant effect on customer value of Nefas Silk and DIL paints. The strong dominant factors was brand loyalty (0.276) followed by perceived quality (0.226) and brand association (0.200). This study forward an implications to researchers to consider industry specific scale items that can measure adequately brand equity and to managers to focus on marketing strategies that leads to higher brand loyalty and perceived quality of Nefas Silk and DIL paint brand equity