Measuring Customer Based Brand Equity (cbbe) Of Mobile Phone Brands In Ethiopia

The purpose of this study was to Measure Customer Based Brand Equity (CBBE) in EthiopianrnMobile Phone Market. The study used determinants of Customer Based Brand Equity modelrnproposed by Aaker (1991). The study focused on four determinants namely: Perceived quality,rnBrand Awareness, Brand Association, Brand Loyalty. As the number of Mobile Phone brandsrnin Ethiopia is increasing in number, the study focused on 4(four) mobile phone brands namely:rnTECHNO, SAMSUNG, HUAWEI and SMADL. The study examined how and to what extentrnAaker’s Brand Equity determinants affect customers brand preference and identify factors thatrnlead to high brand choice. Both primary and secondary data sources were applied. Forrnprimary data questionnaires were used as a main primary data source and other relatedrnliteratures as secondary data. Different documents were assessed in line with the secondaryrndata sources. The researcher distributed a structured questionnaires written in Amharic andrnin English and administered by the researcher and business students. Out of the total samplernsize, 336 response was retained for further analysis. The analysis was performed usingrndescriptive and inferential statistics by using SPSS version 21 software with Amos graphicsrnpackage; Moreover SEM (Structural Equation Modeling) was also employed to investigate therncausal relationship b/n independent and dependent variables.rnAccording to the findings of the study determinants of Customer Based Brand Equity; Brandrnassociation and Brand Loyalty have shown a significant positive effect on Overall BrandrnEquity. Whereas Perceived Quality and Brand Awareness were insignificant to affect CBBE ofrnmobile phone brands. In addition, the findings show that Brand Loyalty and Brand Associationrnhave the largest impact on Overall Brand Equity. Accordingly, Marketing Managers andrnBrand Managers of Mobile Phone Manufacturers’, importers and Wholesalers need to givernmore emphasis and due attention on Perceived Quality, Brand Awareness, Brand Associationrnand Brand Loyalty so as to prioritize the firms resource and to have large market share inrnEthiopian Mobile Phone Market

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