The Mediation Role of Employees Brand Commitment in Relationship between Employees’ Brand Awareness and Brand Citizenship Behavior (In Case Of Ethio Telecom Addis Ababa Divisions)
| dc.contributor.advisor | Takele, Yitbarek (PhD) | |
| dc.contributor.author | Firde, Tagay | |
| dc.date.accessioned | 2018-11-06T07:40:19Z | |
| dc.date.accessioned | 2023-11-04T09:03:05Z | |
| dc.date.available | 2018-11-06T07:40:19Z | |
| dc.date.available | 2023-11-04T09:03:05Z | |
| dc.date.issued | 2013-08 | |
| dc.description.abstract | This is a study on the mediation role of employees brand commitment in the relationship between employees brand awareness and their brand citizenship behavior in ethio telecom. It has the objective of testing the main relations between employees brand knowledge and their level of commitment to deliver the brand promises, the relationship between employees brand commitment and their brand citizenship behavior which will clearly result in investigation of the mediation role that employees brand commitment plays in between the two variables. The study has used primary data through questionnaire distributed to more than 250 employees of ethio telecom residing in Addis Ababa of which 216 are collected with full information. This data is analyzed using Spearman‟s correlation with the help of SPSS 16.0 version which is helpful to investigate the direction of relation that the variables in this study have. In order to investigate the possible effect of the independent variables on the dependent ones the study has used ordinal regression model as well. Based on the analysis result certain conclusions are made on which reasonable conclusions are made on intern. KEY WORDS: Brand knowledge, brand commitment, brand citizenship behavior | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/13788 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Brand knowledge | en_US |
| dc.subject | brand commitment | en_US |
| dc.subject | brand citizenship behavior | en_US |
| dc.title | The Mediation Role of Employees Brand Commitment in Relationship between Employees’ Brand Awareness and Brand Citizenship Behavior (In Case Of Ethio Telecom Addis Ababa Divisions) | en_US |
| dc.type | Thesis | en_US |