Measuring Customer Based Brand Equity of Selected Television Channels in Addis Ababa: The Media Service Buyer’s perspective

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Addis Ababa University


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.



brand equity, brand association, perceived quality