Factors Affecting Customer Based Brand Equity of Locally Produced Shoes Products-the Case of Kangaroo Shoes

Abstract

The main objective of the study is to measure the determinants of the customer based brand equity of Kangaroo Shoes, which is operating in Addis Ababa. The study is conducted based on Aaker’s four-dimension customer-based brand equity model (brand awareness, brand associations, perceived quality and brand loyalty). An explanatory research design is applied in the research process. Primary data was collected from the customers of Kangaroo Shoe Factory using questionnaire; and to address the ultimate sample elements, convenience sampling technique is used. The collected data was analyzed using correlation analysis and multiple linear regressions. The result of the correlation analysis signifies that brand awareness, brand associations, perceived quality and brand loyalty have significant positive relationship with brand equity. The multiple linear regression analysis stipulated that brand awareness, brand associations, perceived quality and brand loyalty have significant positive impact to the brand equity of Kangaroo Shoes. However, the result revealed variations among the determinants in their level of influence to the brand equity. Accordingly, brand loyalty was found to have the strongest significant positive influence on the brand equity followed by perceived quality. Brand awareness and brand associations were also witnessed to have a statistically significant positive influence but quite in a lesser extent. This implied that Kangaroo Shoe Factory need to give due emphasis to brand loyalty and perceived quality in its endeavor to build strong brand equity and excel from the competition.