Employee Based Brand Equity: An Empirical Study on Commercial Bank of Ethiopia

No Thumbnail Available



Journal Title

Journal ISSN

Volume Title


Addis Ababa University


In today competitive market, it is difficult to realize a sustainable competitive advantage only from the functional benefits. With functional values lacking unique or distinctive attributes, “what is delivered is less important than how it is delivered”. It is for this reason that an organization’s brand, which is considered to be a cluster of functional and emotional benefits, is considered to be a necessity for organizational sustainability. Referring to this point, brand equity is important to organizations sustainability, organizations should measure and assess their employee level of brand equity. This result help the company to design a specific and targeted strategy in order to develop employee brand equity. Thus, the research endowed on the objective to examining and measuring employee based brand equity of Commercial Bank of Ethiopia and identifying the difference on the level of brand equity between different job positions and experience. To proceed to the data collection, researcher prepared a structured questionnaire and employees asked to give their level of agreement to 22 list of statements by using five point likert-type scale. From the total population of CBE Employees 252 samples were proportionally selected from head office and four districts that are found in Addis Ababa city by using a non-probability convenience sampling technique. The collected data measured and analyzed using the Descriptive statistic: mean, standard deviation and mean rank, and inferential statistics, Pearson correlation, Mann-Whitney and Kruskal-Wallis test on the level of the three dimensions of employee based brand equity: brand knowledge, role clarity and brand commitment, and also to identify the relationship of the three dimension and to test significance of mean rank difference between the groups. The study found out that employee “brand knowledge” is higher than “role clarity” and “brand commitment” and employee “brand commitment” found lower. The study reveals that there is a significant difference between job positions and work experience on the dimensions of employee-based brand equity. The relationship of the three EBBE dimensions have been found strong and significant. Based on findings, the paper recommends the bank should arrange discussion, training and workshops in order to sustain and improve employee’s current level of brand equity.



Brand, Brand Equity, Employee