| Abstract: | Using a measurement of brand equity dimensions (brand awareness, brand perceived quality, brand
association and brand loyalty) sales performance have been studied, this study aimed at assessing the
roles of brand equity on sales performance; in the case of Moha Soft Drinks S.C. The introduced
conceptual model adopted from customer based brand equity model was tested by using questionnaire
instrument with 22 items excluding the general information. In the context of the study, the relationship
between brand equity dimensions and sales performance have been analyzed using Pearson’s
Correlation. Moreover, to indicate the influence of brand equity on sales performance multiple liner
regressions analyses was used. Probability sampling approach particularly stratified sampling technique
was used to select the territories of Moha Soft Drinks Industry S.C in Addis Ababa as the strata and
probability sampling method has been used to select sample size of 354 respondent customers of Moha
Soft Drinks Industry S.C. The study use SPSS version 25 to analyze the data from questionnaires for the
descriptive analysis of (frequency of general responses, general information of respondents, mean &
standard deviation), and for inferential statistics of (Pearson correlation analysis and multiple liner
regressions). The regressions results of the study shows that, three of brand equity variables have
significant and positive relationships with sales performance except brand loyalty which has negative and
moderate significance on sales performance and Brand equity has significant impact on sales
performance according to the regression test. The study recommend the case company Moha Soft Drinks
Industry S.C. to keep up working on effective brand management using its brand relevance and Esteem.
Finally, the study suggest Soft drink bottling companies should have to apply better brand equity
management to enhance their sales performance and give priority for major CBBE attributes which can
serve as competitive advantage to overcome competition.. |
