Measuring Customer Based Brand Equity of Selected Television Channels in Addis Ababa: The Media Service Buyer’s perspective
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Date
2017-05-05
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Addis Ababa University
Abstract
The study was aimed to measure customer based brand equity of selected Television channels in
Addis Ababa with respect to media service buyers’ perception by utilizing Aaker’s customer
based brand equity model. A four dimension of brand equity model posited by David Aaker was
used in order to conduct the investigation via quantitative research design, where descriptive
and explanatory research approach was applied. A sample of 404 media service buyer
respondents from Addis Ababa were selected by a convenience sampling method and data was
collected through a structured questionnaire intending to identify their perception towards the
television channel brand (EBC1, EBS and Kana). Out of 404 structured questionnaires
distributed to respondents 363 were collected, which maintained 89.85% response rate. The
results of correlation analysis showed that all the four determinants of Customer-Based Brand
Equity had a positive significant relationship with the overall brand equity as well as within
themselves. The results of multiple regression analysis also revealed that the three dimensions
(brand loyalty, brand association and perceived quality) have a positive influence on the overall
brand equity though their contribution magnitude is not the same however brand awareness
contribute or predict the overall brand equity negatively but not significant. Among those
dimensions, brand loyalty had the strongest positive significant influence on the studied
television channels’ customer based brand equity followed by perceived quality. Thus, media
managers should exert their efforts to increase brand loyalty first along with Perceived Quality
of their customers so that the Overall brand equity would accordingly increase.
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Keywords
brand equity, brand association, perceived quality