Factors Affecting Customer Based Brand Equity: The Case of Gold and Silver Members of Ethiopian Airlines
This study was intended to set measure determinants of brand equity of Ethiopian Airlines Gold and Silver member passengers based on the four dimensions proposed by Aaker (1991) i.e. brand awareness, brand association, brand loyalty and perceived quality and test interrelationship with each dimension and their influence on the overall brand equity of the Ethiopian Airlines for these loyal passengers. Quantitative research approach was used for the study followed by explanatory and descriptive
... y and descriptive research design. A sample of 395 international Gold and Silver passengers of Ethiopian Airlines departing from Bole International Airport, Addis Ababa were selected by convenience sampling method and a data was collected through questionnaire intending to identify their perception towards Ethiopian Airlines brand. The collected data was analyzed using SPSS 17.0 software. The finding implies that, respondents generally have a positive perception about Ethiopian Airlines. The correlation analysis shows that all dimensions of brand equity; brand association, brand awareness, brand loyalty and perceived quality are positively related with each other also with the overall brand equity of Ethiopian Airlines. Moreover, the regression analysis shows that perceived quality has the greatest influence on the overall brand equity. Therefore, it is advisable for the airline to concentrate its effort primarily on Perceived Quality but also the inter correlations among the four dimensions of brand equity must be taken in to consideration, when concentrating on enhancing perceived quality.