DETERMINANTS OF CONSUMER-BASED BRAND EQUITY (THE CASE OF DASHEN BREWER S.C IN DEBRE BERHAN TOWN)

Abstract

The study aimed to investigate the determinants of consumer-based brand equity for Dashen Brewery in Debre Birhan Town. The study used a quantitative research approach and used descriptive and explanatory type research design. Primary methods of data collection were applied. A sample of 384 beer consumers was randomly selected using a convenience sampling method. Both descriptive and inferential statistics have been used to find mean scores test hypotheses and investigate research problems and objectives. Data was analyzed using SPSS software version 26.0. The finding of the correlation analysis indicates that there is a highly significant positive relationship between the determinants and overall brand equity. Furthermore, the multiple regression analysis shows that brand awareness has a positive and significant effect on brand equity. This implies that increased awareness of Dashen Brewery among consumers contributes to higher brand equity. Similarly, brand associations were found to have a positive and significant effect on brand equity, indicating that positive associations with the brand enhance its overall equity. Moreover, brand loyalty was identified as a strong positive determinant of brand equity. Consumers who exhibit loyalty towards Dashen Brewery perceive it to have higher brand equity compared to non-loyal consumers. Perceived quality also positively influences brand equity, suggesting that consumers' perception of the brewery's product quality contributes to brand equity. Lastly, brand image was found to play a significant role in shaping brand equity. A positive overall image and reputation of Dashen Brewery among consumers contribute to higher brand equity. Based on the findings, the researcher concluded that brand awareness, brand associations, brand loyalty, perceived quality, and brand image are all important factors influencing consumer-based brand equity for Dashen Brewery in Debre Birhan Town. These determinants collectively contribute to the perception and valuation of the brand by consumers. As recommendations Dashen Brewery should focus on improving brand awareness, developing strong brand associations, fostering brand loyalty, delivering high perceived quality, and cultivating a positive brand image, Dashen Brewery can enhance its consumer-based brand equity in Debre Birhan Town.