Perception of Media Service Buyers on Selected FM Radios in Addis Ababa A Customer-Based Brand Equity Approach
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Date
2014-06
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Addis Ababa University
Abstract
Media have a profound impact on markets and societies through their ability to inform, educate, influence and entertain. Through their own content and the advertising they carry, they have a pervasive influence on global patterns of consumption. Brand management has become a crucial issue for the marketing of media brands. In today’s competitive and fragmented media industry, it is crucial to establish and exploit strong brand equity to enhance the relationship of the media to its audiences and media service buyers. This research paper aimed to investigate and measure the customer-based brand equity of FM radios in Addis Ababa with a specific focus on media service buyers. Selected dimensions of brand equity (brand awareness, brand association and brand loyalty) were judged through questionnaire. Samples are taken from three selected FM radio stations in Addis Ababa through convenience sampling technique. Sample respondents are taken proportionately from the three FM radio brands. The data collected was analyzed using statistical tools such as descriptive analysis, one-way ANOVA, Pearson Correlation and linear regression. Based on the analysis, Fana FM 98.1 has the highest customer-based brand equity compared to the other FM radio brands with regard to their respective media service buyers. FM Addis 97.1 has the weakest brand equity perception by its media service buyers. The analysis revealed that all the dimensions have a positive relationship with the overall brand equity. The brand loyalty and brand awareness are the most and least significant dimensions respectively for customer-based brand equity. There is a difference in brand equity perception of media service buyers and brand equity dimensions in terms of their profile. The level of brand equity perception of media service buyers in purchasing the service from FM radio stations is not the same among ad agencies, other business organizations and non-business organizations.
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Customer-based brand equity, brand awareness, brand association