An Examination of Retailer’s Based Brand Equity of TV Brands in Ethiopia
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Date
2016-05
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Addis Ababa University
Abstract
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
Description
Keywords
Perceived quality, Brand awareness, Band association