This researcher tried to examine the applicability of the CBBE model in the B2Brnarea in Ethiopia TV retail market by taking TV brands as product category wasrnanalyzed. The most common and widely used conceptual framework of Aakerrnwas used. A quantitative research design was applied to research the causalrnrelationship of the brand equity measurement dimensions to that of overall brandrnequity. A simple random sampling technique was conducted to contact thernsample respondents. Applying a structured questionnaire written in Amharic thernresearcher distributed to 277 peoples personally. The analysis was performedrnusing descriptive and inferential statistics by using SPSS version 20 software.rnThe finding shows that CBBE model can be applied in the business to businessrnretail sector as well. Brand loyalty, Brand awareness, perceived quality andrnBrand association were found to be positively and significantly affecting overallrnbrand equity respectively as they were hypothesized. The findings indicate thatrnLG TV brand was the first most popular brand while Samsung and Sony werernthe second and the third most preferred brands respectively from the retailerâ€™srnperspectives. Brand equity is inevitable in these sector therefore, TVrnmanufacturers and agents in this sector must involve in promotional activitiesrnand social engagements to find if other experience could explain the brand equityrnin Ethiopia TV retail market