Measuring Brand Equity in the petroleum Industry: the Case of Total Ethiopia

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Addis Ababa University


Brands have become a major player in modern society. In fact they are everywhere. They penetrate all spheres of our life: economic, social, cultural, sporting, even religion. Brands have financial value because they have created assets in the minds and hearts of customers, distributors, prescribers, opinion leaders. Although current research focuses on building and concept of brand equity, so far it does not create the general consensus on the degree of influence that the different brand equity elements have on brand preference. The objective of the study is to examine the determinants of brand equity on the petroleum industry in Ethiopia. A conceptual framework was use to see the relationship between determinants of brand equity (Perceived quality, Brand association, brand loyalty, brand awareness) and brand equity. A quantitative approach is chosen in this research. In order to collect primary data, a structured questionnaire was adopted and was given to the Total Ethiopia S.C customers who are taken as a sample. The SPSS version 20.00 for windows was used to process the primary data which was collected through questionnaire. The findings show that all the research variables fall in the category of range between 3.52 and 3.71 which means respondents have a good opinion (agree) on that independent variables have an effect on overall brand equity. Likewise, all variables scored relatively low scales of standard deviation which tells us that the data are narrowly spread.



Perceived quality, Brand association, brand loyalty