Measuring Customer Based Brand Equity (CBBE) Of Mobile Phone Brands In Ethiopia
| dc.contributor.advisor | Workineh, Mesfin (PhD) | |
| dc.contributor.author | Elyasse, Daniel | |
| dc.date.accessioned | 2019-03-27T08:09:30Z | |
| dc.date.accessioned | 2023-11-04T14:07:40Z | |
| dc.date.available | 2019-03-27T08:09:30Z | |
| dc.date.available | 2023-11-04T14:07:40Z | |
| dc.date.issued | 2018-06-16 | |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/17243 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Mobile Phone | en_US |
| dc.subject | Customer Based | en_US |
| dc.subject | Brand Equity | en_US |
| dc.title | Measuring Customer Based Brand Equity (CBBE) Of Mobile Phone Brands In Ethiopia | en_US |
| dc.type | Thesis | en_US |