Browsing by Author "Etaferahu Sisay"

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    The Effect of Brand Equity on Customers’ Bank Choice: In the Case of Debub Global Bank S.C.
    (Addis Ababa University, 2023-06) Etaferahu Sisay; Mulugeta Gebremedhin (PhD)
    One of the most important factors affecting customers’ decision in bank choice is brand equity. The purpose of this study is to investigate the effect of brand equity dimensions on customers’ bank choice in Debub Global Bank. For this study, a quantitative technique was used. A total of 384 questionnaires were distributed, among these 306 questionnaires were used for the analysis purpose. The result was investigated in terms of descriptive and inferential statistics. Hypotheses were developed and tested to see the effect of brand equity dimensions of brand awareness, brand association, brand activity, brand loyalty and brand attitude on customers’ bank choice. The findings indicated that, the most important factors for DGB customers’ bank choice are related to brand loyalty and brand awareness while brand activity, brand attitude and brand association dimensions’ effect on customers’ bank choice showed as insignificant. As a result, there are other factors other than the brand equity that influences customers to choose DGB. Hence, the researcher suggests that DGB should work on constructing brand equity which will be a foundation to maintain loyal customers and attract potential customers be a foundation to maintain loyal customers and attract potential customers