Measuring Customer Based Brand Equity in the Ethiopian Beer Industry: The Case of Meta Beer
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Date
2016-06
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Addis Ababa University
Abstract
The purpose of this study was to measure Customer Based Brand Equity in Ethiopian Beer Industry; the case of Meta Beer. The study used the determinants of Customer Based Brand Equity model proposed by Aaker (1996). The study focused on four determinants namely Brand Awareness, Brand Association, Brand Loyalty and Perceived quality. As the number of beer brands in Ethiopia is increasing in number, Meta Beer need to have strong Brand Equity in the market to have large market share .The study examined how Aaker Brand Equity determinants affect customers brand preference and identify factors that lead to high brand preference for Meta Beer. This research employed quantitative approach of data collection and applied different correlation and regression analysis tools for analysis. Both primary and secondary data sources are applied. For primary data questionnaire is used as a main primary data source and other related literatures as secondary data. Different documents were assessed in line with the secondary data sources. Out of the total sample size, 342 respondents response was used as it was fully complete for analysis. SPSS (Statistical Package for the Social Sciences) was used to analyze the respondents’ response. According to the findings of the study all the four determinants of Customer Based Brand Equity have shown a significant positive effect on Overall Brand Equity. In addition, the findings show that Perceived Quality and Brand Association have the largest impact on Overall Brand Equity. Accordingly, Meta Beer marketing officers need to give more emphasis and due attention on Brand Awareness, Brand Association, Brand Loyalty and Perceived Quality to have large market share in Ethiopian Beer Industry
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Brand Equity, Brand Loyalty, Brand Association