Linking Brand Awareness to Loyalty: the Mediating Role of Perceived Quality in Habesha Beer Market, Addis Ababa
| dc.contributor.advisor | Desalegn A. (PhD) | |
| dc.contributor.author | Meron Mengesha | |
| dc.date.accessioned | 2026-03-06T12:02:10Z | |
| dc.date.available | 2026-03-06T12:02:10Z | |
| dc.date.issued | 2025-06-22 | |
| dc.description.abstract | This study examines the relationship between brand awareness, perceived quality, and brand loyalty within the Habesha Beer market in Addis Ababa, aiming to understand how these factors collectively influence consumer commitment and purchasing behavior. While previous research has explored these constructs separately, there is a gap in localized studies that assess their combined impact on brand preference in Ethiopia’s competitive beer industry. The aim of this study was to evaluate how brand awareness and perceived quality drive brand loyalty, with a specific focus on their direct and indirect effects. The population consists of beer consumers in Addis Ababa, with a sample size of 302 respondents selected using a convenience sampling method to ensure data collection across different consumer demographics. The study relies on primary data sources, collected through structured questionnaires designed to capture consumer perceptions and purchasing patterns. Descriptive statistics, correlation analysis, and multiple linear regression modeling were employed to identify relationships between key variables with the help of SPSS 25.0. Findings indicate that brand awareness is a significant precursor to brand loyalty, but perceived quality plays a crucial mediating role, meaning that awareness alone does not guarantee long-term commitment. Additionally, while consumers demonstrate strong advocacy for Habesha Beer, brand preference over competitors remains moderate, suggesting opportunities for enhanced differentiation. The importance of reinforcing brand recall, improving perceived quality, and strengthening consumer engagement to boost loyalty. It is recommended that targeted marketing strategies, loyalty programs, and brand storytelling initiatives to enhance consumer attachment and competitive positioning. Strengthening both brand awareness and product quality shall be essential for sustaining market leadership in Ethiopia’s beer industry. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/7915 | |
| dc.language.iso | en | |
| dc.publisher | A.A.U | |
| dc.title | Linking Brand Awareness to Loyalty: the Mediating Role of Perceived Quality in Habesha Beer Market, Addis Ababa | |
| dc.type | Thesis |