Workineh, Mesfin (PhD)Ayele, Shewanesh2018-10-242023-11-042018-10-242023-11-042017-06-02http://etd.aau.edu.et/handle/123456789/13108Brand equity is generally accepted as a critical success factor to any industry and service providers from its competitors. It also contributes both theoretically and practically on Customer based brand equity (CBBE), measurement and assisting managers in a way that it impacts organizations’ business preference and profitability at high level. However, there was no adequate theoretical and empirical evidence for the application of CBBE in Ethiopian bottled water industry so that the industry has not been clear with which dimension of the brand equity strongly influences the customers to prefer a brand. Hence, the study was designed to analyze the determinants of CBBE and how brand equity affects bottled water industry in Ethiopia. Explanatory and descriptive research design using cross-sectional survey was carried out from November, 2016 to May, 2017 at randomly selected mini-markets, super markets, restaurants, hotels and offices. Non-probability sampling techniques were employed to select study area and participants. A structured questionnaire was used to collect the data. The data were analyzed by using Statistical Package for Social Sciences (SPSS) version 21.0 software. In this study, the response rate was found to be 95.3% (384/403) in the study area. A multiple regression analysis was employed to verify four hypotheses of all the determinants: Brand Awareness, brand association, brand perceived quality and brand loyalty have a positive and significant effect on CBBE of the industry (p<0.05). The study concluded that all determinants had influential effect on CBBE in the study area. Thus, the bottled water industry should work more on the determinants in order to be competent enough in stiff market in Ethiopia.en-USBrand AwarenessBrand AssociationBrand Perceived QualityThesis