Negi, Rakshit (PhD)Gizachew, Urael2018-10-252023-11-042018-10-252023-11-042017-06-12http://etd.aau.edu.et/handle/123456789/13168The objective of this research paper is to examine the applicability of the Aaker model of brand equity in pharmacist’s perception towards Lagap pharmaceutical was analyzed. The most common and widely used conceptual framework of Aaker was used. A quantitative research design was applied to research the causal relationship of the brand equity measurement dimensions to that of overall brand equity. A simple random sampling technique was conducted to contact the sample respondents. Applying a structured questionnaire written in English was distributed to 270 peoples. The analysis was performed using descriptive and inferential statistics by using SPSS version 20 software. The finding shows that CBBE model can be applied in the business to business pharmaceutical retail sector as well. Perceived quality, Brand awareness and Brand loyalty were found to be positively and significantly affecting overall brand equity as they were hypothesized. But Brand association shows less significant with the overall brand equity and the hypothesis was not supported. Brand equity is inevitable in these sector therefore, Lagap pharmaceutical and agents in this sector must involve in high promotional activities by majorly focusing on the four independent variables of the Aaker model to increase the overall brand equity of Lagap pharmaceutical.en-USPerceived qualityBrand awarenessBand associationThesis