Measuring Customer Based Brand Equity The Case Of Kaldis Coffee

Customer based brand equity plays a vital role in contemporary marketing. Firms with high brandrnequity have the privilege of having higher consumer preferences, high stock returns, greater loyalty,rnless vulnerability to competitive marketing actions, less vulnerability to marketing crises and largerrnmargins. This research study aimed to explore the most contributing factors that are behind thernbrand equity of Kaldi's coffee. The most common and widely used conceptual framework of Aakerrnwas used. The model consists of five dimensions of brand equity namely, brand awareness, brandrnloyalty perceived quality and brand association. These dimensions represent customers’ evaluationsrnand reactions to the brand that can be readily understood by customers and hence they have beenrnwidely adapted to measure customer-based brand equity. A quantitative research method was appliedrnto research the causal relationship of the brand equity measurement dimensions to that of overallrnbrand equity. The target population was all the customers of kaldi's coffee. A Convenience samplingrntechnique was conducted to contact the sample respondents who are the customers of Kaldi's coffee.rnApplying a structured questionnaire written both in Amharic and English the researcher distributedrnto 422 people personally. Out of the total questionnaires distributed, 386 were considered valid forrnanalysis. The analysis was performed using frequency, mean, standard deviation, correlation andrnregression by means of SPSS software. Then the collected data were analyzed and interpreted. Thernfindings show that all the four dimensions of CBBE have a positive significant effect andrncontribution on brand equity. Moreover, brand loyalty was found to be the higher contributor to thernbrand equity of kaldi's coffee. As a recommendation, companies in the coffee roasting sector mustrnbe aware of their status in the industry. Therefore, the major recommendations are Identification ofrnthe brand health in the market, the company must give their Primary attention to the concept ofrnBrand Equity and finding ways to increase customer’s loyalty. And also the company must workrnhard by enhancing its professionalism & genuine responsibility to increase customer’s perceptionrnabout its products & services quality. Finally, in terms of association, the company must buildrnstrong brand to forward in the market for long term

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