The Effect Of Branding On Customers Preference Of Hotel Brands: The Case Of Four Star Hotels In Hawassa, Ethiopia

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Addis Ababa University


The Effect of Branding on Customers Preference of Hotel Brands: The Case of Four Star Hotels in Hawassa, Ethiopia Solomon G/selassie Addis Ababa University, 2018 Branding is an influential marketing tool that when used efficiently and effectively could provide value for the stakeholders, mainly company and customers, then evaluating the degree of the importance of branding, matters must be assessed from both sides. As the market becomes more competitive with products and services, which are substitutes, the study of Brand Trust will become more crucial. Thus, this study was intended to study the causal effect relationship between branding and consumers’ preferences on hotel brands in a fast-growing city located on the shores of Lake Hawassa, south of Addis Ababa. Out of 384-target population, 320 respondents returned completed and properly filled questionnaires, which meant 83.33 percent coverage of total respondents from the customers of these hotels. Using quantitative research approach, and descriptive and explanatory research design, it was found that brand image consumer preferences (4.21) were rated as at much and brand experience (4.11), brand awareness (4.01), brand attitude (4.16), brand trust (3.99) and the mean value for all variables ranges from 3.99 to 4.29 and it indicates that most respondents’ response or preferred the category of agree and there is correlation between brand image (r=0.628), brand awareness (r=0.43), brand experience (r=0.522), brand attitude (r=0.545) and brand trust (r=0.693) and consumers preferences with statistically significant (Sig. (2-tailed) = 0.000). Moreover, from the result, it can be concluded that with 59.9% of the variance (R-Square) in brand image, brand awareness, brand experience, brand attitude and brand trust have significant effect on consumers preferences and the model adopted appropriately measure the construct. It is sure that marketers need to understand consumer behavior to compete with rivals. Consumers may be irrational people who make decisions not on based rational reasons



Consumer Behavior, Brand Loyalty, Brand Trust