MEASURING CUSTOMER-BASED BRAND EQUITY: THE CASE OF KANGAROO SHOE FACTORY

Abstract

This study was aimed at measuring the determinants of the customer-based brand equity of Kangaroo Shoe Factory in Addis Ababa, thus identifying the most contributing factors in building brand equity. The study deployed the four-dimension customer-based brand equity model of Aaker that are brand awareness, brand associations, perceived quality and brand loyalty where an explanatory research design and quantitative research approach was applied. The target population of this study were customers of Kangaroo Shoe Factory. The study deployed convenience sampling technique of which the participants were selected in order of their appearance in the stores as per their convenient accessibility. A structured questionnaire was used to collect data from the customers to measure the determinants of the customer-based brand equity of Kangaroo Shoe. The result of the correlation analysis signified that brand awareness, brand associations, perceived quality and brand loyalty had significant positive relationship with the overall brand equity as well as between each other. It also showed that brand loyalty and perceived quality had the strongest significant positive relationship with overall brand equity. The multiple regression analysis also stipulated that brand awareness, brand associations, perceived quality and brand loyalty had significant positive contribution to the overall brand equity of Kangaroo Shoe. However, the result revealed variations among the determinants in their level of influence to the overall brand equity. Accordingly, brand loyalty was found to have the strongest significant positive influence on the overall brand equity followed by perceived quality. Brand awareness and brand associations were also witnessed to have a statistically significant positive influence but quite in a lesser extent. This implied that Kangaroo Shoe Factory has to give due emphasis to brand loyalty and perceived quality in its endeavor to build strong brand equity and sand out from the competition.