The Effect of Branding on Customer Attitude: The Case of Awash Bank
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Date
2020-06
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Addis Ababa University
Abstract
To Study the Effect of Branding on Customer Attitude was the aim of this research: The Case of Awash Bank To investigate such effect, brand elements which was brand name, logo, brand character and slogan have been identified and used within this study. The research is designed as descriptive and inferential and the research approach followed is quantitative. The target population of the study was customers of the four selected Addis Ababa city branches. By using structured questionnaire data was gathered. Different analytical techniques were implemented like Pearson correlation, multiple regressions. The application used to analyze and examine the hypotheses is the SPSS V20. The entire three elements which are brand name, logo and slogan in this study was positively correlated with Customers attitude. The regression result shows that the adjusted R Square value was .555 and this implied that brand elements (predictors) accounts for 55.5% of the variation in customer attitude which is significant and 44.5% are other extraneous variables that can affect customer attitude. Only brand name, logo and slogan are predictors of customer attitude with beta value .258, .272 and .179 respectively that have positive contribution for the variation in customer attitude. Therefore, it is recommended for Awash Bank to fully implement branding principles to increase attract prominent customers as it is one of the competitive advantages banks could have over their competitors’ in the industry
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Brand elements, customer attitude, brand name