An Examination of Retailer’s Based Brand Equity of TV Brands in Ethiopia

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Addis Ababa University


This researcher tried to examine the applicability of the CBBE model in the B2B area in Ethiopia TV retail market by taking TV brands as product category was analyzed. The most common and widely used conceptual framework of Aaker was used. A quantitative research design was applied to research the causal relationship of the brand equity measurement dimensions to that of overall brand equity. A simple random sampling technique was conducted to contact the sample respondents. Applying a structured questionnaire written in Amharic the researcher distributed to 277 peoples personally. The analysis was performed using descriptive and inferential statistics by using SPSS version 20 software. The finding shows that CBBE model can be applied in the business to business retail sector as well. Brand loyalty, Brand awareness, perceived quality and Brand association were found to be positively and significantly affecting overall brand equity respectively as they were hypothesized. The findings indicate that LG TV brand was the first most popular brand while Samsung and Sony were the second and the third most preferred brands respectively from the retailer’s perspectives. Brand equity is inevitable in these sector therefore, TV manufacturers and agents in this sector must involve in promotional activities and social engagements to find if other experience could explain the brand equity in Ethiopia TV retail market



Perceived quality, Brand awareness, Band association