The Role of Continuance Commitment on Shareholder’s Loyalty: The Case of Ethiopian Brewery Industry

Abstract

The brewery industry characterized with advertisement and promotion blitz due to its low consumer purchase involvement character. Though, advertisement is too costly for companies plus promotion has only short term impact, as advertisement canceled each other through learning and distraction add little value to the society. The purpose of this study is to investigate the role shareholder financial commitment on their loyalty in Ethiopia brewery industry. Empirical evidence from 360 participants collected through questioner. Stratified sampling technique was used. We had two strata the first one is direct shareholder the second one is indirect shareholder. Finally 180 respondent responses were analyzed form each stratum. Data was analyzed to obtain descriptive statistics, comparing mean analysis and percentage. Results reveal that both direct and indirect shareholder show significant level of loyalty to the beer company, they have invested in. These findings contribute to the literature relating to consumer loyalty have marketing implications for bringing different way of winning loyal customer into Ethiopian brewery industry.