| Abstract: | This thesis aims at investigating factors that have influence on building a strong consumer-based brand equity and its impact on consumer satisfaction and buying preference. Strong brand equity is built overtime as result of a successful brand management to produce strong attributes that influences consumer’s decision making process. Following the review of many literatures on brand equity attributes, Aaker’s brand equity conceptual mode is selected. The model consists of 4 attributes (brand dimensions) namely brand awareness, perceived quality, brand loyalty, brand association. A general survey using a structured questionnaire through convenient sampling technique will be applied across 380 aquaddis bottled water consumers. Pearson correlation analysis done between the independent variables (brand dimensions) and dependent variable (brand equity) showed a great level of relationship. To measure the factor determining brand equity of aquaddis natural mineral water and examine the effect of the independent variable on customer satisfaction binary regression model was used. Hence the goodness of fit of the model is 89% indicated that the independent variables had a significant power to explain the variance in brand equity after confirming the model was valid the regression analysis and hypothesis testing is performed using SPSS software. The result showed that there is a strong predictability and influence of brand awareness, perceived quality, brand association to brand equity. Thus, aquaddis bottled water company should exert its efforts to increase the perceived quality, brand awareness and brand association of its consumers so that their overall brand equity increases. Finally, the study recommended the appropriate and adequate measures of marketing mix strategies to long-term business successes. |
