Effect Of Brand Equity On Market Performance In Micro And Small Enterprises Evidence From Nifas Silk Lafto A. A Ethiopia

Although Ethiopia is credited as one of the fastest developing nations, the country isrnstill struggling to survive in the current economic situations. Micro and smallrnenterprises are playing an important role in Ethiopian economy. Our governmentrndeveloped a strategy in 1997 and created agencies on federal and regional level. Thernmain objective of the study was to investigate the effect of brand equity on the marketrnperformance of micro and small enterprises. The study used Aaker’s brand equityrnmodel which includes four variables; brand awareness, brand loyalty, brandrnassociation and perceived quality.rnIn order to reach the purpose of the study, the researcher used quantitative researchrnapproach as a data collection technique. The research used estimation method tornselect sample size of 380. Questionnaires were distributed to 380 micro and smallrnenterprise members to gather data. A total of 362 completed copies of questionnairesrnwere used for analysis. The study has come up with the results that except brandrnawareness, the other variables have a statistically significant effect on marketrnperformance. Moreover, the researcher found that implementing branding strategies inrna properly manner can help these sectors to have a better market performance in thernmarket

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