MEASURING CONSUMER BASED BRAND EQUITY IN (The CASE OF AWASH BANK)

Abstract

The purpose of this study was to empirically test the customer based brand equity dimensions and how they interact within the context of Awash Bank customers’ based on most commonly cited model of Aaker’s (1996).Both descriptive and linear multiple regression analysis used to evaluate the relationship between (dependent variable) brand equity against with the independent variables (perceived quality, brand awareness, brand association, and brand loyalty).The research design was explanatory and SPSS version 20 used for data analysis. Multi-stage sampling technique employed in selecting the respondents for the study .The researcher has selected samples of 384 from the total population of Awash Bank customers of thirteen branches located in Addis Ababa city and collected the primary data from these respondents using questionnaire. The findings of this study shows that all four dimensions of customer based brand equity (perceived quality, Brand awareness, Brand association, and Brand loyalty) has a significant and positive effect on customer-based brand equity of Awash Bank. The study further reveals that the R-square value is 0.69, which means 69% of the variation in customer based brand equity of Awash Bank is explained by the explanatory variables namely perceived quality, brand awareness, brand association, and brand loyalty. The overall customer based brand equity affected by four dimensions of the variables. Therefore, the bank has to adopt appropriate branding strategy. This helps the bank to retain customers and attract prospective customers, this leads to the bank more profitable and to gain competitive advantage in the banking industry.