Effect of brand equity on market performance in micro and small enterprises evidence from Nifas Silk Lafto, A. A, Ethiopia
| dc.contributor.advisor | kebede, Hailemariam (PhD) | |
| dc.contributor.author | Yoseph, Etsehiwot | |
| dc.date.accessioned | 2021-01-04T06:34:22Z | |
| dc.date.accessioned | 2023-11-04T14:08:36Z | |
| dc.date.available | 2021-01-04T06:34:22Z | |
| dc.date.available | 2023-11-04T14:08:36Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | Although Ethiopia is credited as one of the fastest developing nations, the country is still struggling to survive in the current economic situations. Micro and small enterprises are playing an important role in Ethiopian economy. Our government developed a strategy in 1997 and created agencies on federal and regional level. The main objective of the study was to investigate the effect of brand equity on the market performance of micro and small enterprises. The study used Aaker’s brand equity model which includes four variables; brand awareness, brand loyalty, brand association and perceived quality. In order to reach the purpose of the study, the researcher used quantitative research approach as a data collection technique. The research used estimation method to select sample size of 380. Questionnaires were distributed to 380 micro and small enterprise members to gather data. A total of 362 completed copies of questionnaires were used for analysis. The study has come up with the results that except brand awareness, the other variables have a statistically significant effect on market performance. Moreover, the researcher found that implementing branding strategies in a properly manner can help these sectors to have a better market performance in the market | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24536 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Micro and Small Enterprises | en_US |
| dc.subject | Brand Equity | en_US |
| dc.subject | Market Performance | en_US |
| dc.title | Effect of brand equity on market performance in micro and small enterprises evidence from Nifas Silk Lafto, A. A, Ethiopia | en_US |
| dc.type | Thesis | en_US |