Measuring Customer Based Brand Equity (CBBE) Of Mobile Phone Brands In Ethiopia
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Date
2018-06-16
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Addis Ababa University
Abstract
The purpose of this study was to Measure Customer Based Brand Equity (CBBE) in Ethiopian
Mobile Phone Market. The study used determinants of Customer Based Brand Equity model
proposed by Aaker (1991). The study focused on four determinants namely: Perceived quality,
Brand Awareness, Brand Association, Brand Loyalty. As the number of Mobile Phone brands
in Ethiopia is increasing in number, the study focused on 4(four) mobile phone brands namely:
TECHNO, SAMSUNG, HUAWEI and SMADL. The study examined how and to what extent
Aaker’s Brand Equity determinants affect customers brand preference and identify factors that
lead to high brand choice. Both primary and secondary data sources were applied. For
primary data questionnaires were 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. The researcher distributed a structured questionnaires written in Amharic and
in English and administered by the researcher and business students. Out of the total sample
size, 336 response was retained for further analysis. The analysis was performed using
descriptive and inferential statistics by using SPSS version 21 software with Amos graphics
package; Moreover SEM (Structural Equation Modeling) was also employed to investigate the
causal relationship b/n independent and dependent variables.
According to the findings of the study determinants of Customer Based Brand Equity; Brand
association and Brand Loyalty have shown a significant positive effect on Overall Brand
Equity. Whereas Perceived Quality and Brand Awareness were insignificant to affect CBBE of
mobile phone brands. In addition, the findings show that Brand Loyalty and Brand Association
have the largest impact on Overall Brand Equity. Accordingly, Marketing Managers and
Brand Managers of Mobile Phone Manufacturers’, importers and Wholesalers need to give
more emphasis and due attention on Perceived Quality, Brand Awareness, Brand Association
and Brand Loyalty so as to prioritize the firms resource and to have large market share in
Ethiopian Mobile Phone Market
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Keywords
Mobile Phone, Customer Based, Brand Equity