The Effects Of Brand Equity Dimensions On Consumer Purchase Intention In A Case Of Kaldis Coffee

The general objective of this paper was to investigate the effects of brand equity dimensions on consumersꞌ purchase intention in the KALDI'S COFFEE. The study had done in Addis Ababa in selected KALDI'S COFFEE houses. Quantitative approach had applied and both descriptive and explanatory research design used for this study. 424 questionnaires had been distributed with a response rate of 92 percent. Data collected through self-administered questionnaire and ana-lyzed using SPSS version 21. Descriptive statistics used in detailing the profiles of the respon-dents and the factors that influence their purchase intentions of KALDI'S COFFEE. Inferential statistics also used to highlight the most important brand equity factors and to ascertain the cor-relations between them. The result indicated that a notable positive relationship between brand equity dimensions and consumer purchase intention, which is associated with more willingness to continue buying the same coffee brands in the future. It discovered that brand name aware-ness, perceived quality, brand association and brand loyalty had a positive and statistically sig-nificant effect on consumer purchase intention in KALDI'S COFFEE at p-value

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