Measuring Consumer-based Brand Equity In The Beverage Sector The Case Of Tomoca Coffee

Consumer based brand equity plays a vital role in contemporary marketing. Firms with high brand equity have the privilege of having higher consumer preferences, high stock returns, greater loyalty, less vulnerability to competitive marketing actions, less vulnerability to marketing crises and larger margins This research study aimed to explore the most influential factors that are behind the brand equity of Tomoca coffee. The most common and widely used conceptual framework of Aaker was used. The model consists of five dimensions of brand equity namely perceived quality, brand awareness, brand association and brand loyalty. These dimensions represent customers’ evaluations and reactions to the brand that can be readily understood by consumers and hence they have been widely adapted to measure customer-based brand equity. A quantitative research design was applied to research the causal relationship of the brand equity measurement dimensions to that of overall brand equity. A systematic sampling technique was conducted to contact the sample respondents who are the customers of Tomoca coffee. Applying a structured questionnaire written both in Amharic and English the researcher distributed to 422 people personally. Out of the total questionnaires distributed, 386 were considered valid for analysis. The analysis was performed using frequency, mean, standard deviation, correlation and regression by means of SPSS software. Then the collected data were analyzed and interpreted. The findings show that all the dimensions of CBBE have a positive significant influence on brand equity.

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