The Effect Of Brand Equity On Customers Preference: An Empirical Study Of Ethiopian Airlines
No Thumbnail Available
Date
2018-11-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The study aimed to empirically investigate the effect of brand equity on customer preference in the case of Ethiopian Airlines within Addis Ababa. This study attempt to address research questions or problems that the central issue of airlines industry is the issue of building its brand awareness, brand association, brand loyalty and perceived quality. It adopts quantitative method, descriptive and explanatory research design to answer the research questions. Accordingly 340 close ended questionnaires were distributed to customers of Ethiopian Airlines who in Addis Ababa through systematic sampling technique and distributed questioner using convenient sampling technique. Out of this, 323 questioners were used for analysis.
The questionnaires were analyzed using SPSS version 20. Pearson Correlation were used to establish the relationship between the independent and dependent constructs of the research. The findings revealed that the four independent variables (i.e. Brand awareness, perceived Quality Brand loyalty, Brand Association) are statistically important determinants of customer preference in the Airlines industry. A conclusion was drawn to the effect that since factor influencing customer preference have been established, airlines should note these and emphasize them in their marketing strategy.
Description
Keywords
Customer Preference, Brand awareness, perceived Quality Brand loyalty