Getie Andualem Imiru


The study investigated the mediating influence of brand trust and brand satisfaction between brand equity antecedents and outcomes in the setting of the mobile market in Ethiopia's main cities. In the study, brand equity dimensions such as brand awareness, brand performance, brand image, brand judgments, and brand feelings were used, as well as brand equity outcomes such as Brand Loyalty, Brand Attachment, Brand Community, and Brand Engagement. A standardized questionnaire was used to collect data on brand equity antecedents and outcomes, as well as mediating variables including brand trust and satisfaction. Despite the fact that 385 questionnaires were issued to mobile phone users, only 322 were returned at the end of the data collection process, resulting in a response rate of 84 percent. After the data cleaning process, only 302 (78%) of the data were usable for statistical analysis. Twenty responses were eliminated due to a lack of information or evident data manipulations. The SmartPLS 3 software was utilized to analyze the research model utilizing the Partial Least Squares (PLS) technique. According to the findings of the study, Brand Equity Antecedents have a strong and positive impact on Band Equity Outcomes. Brand trust, on the other hand, failed to mediate brand equity antecedent dimensions with brand equity outcomes.


Article visualizations:

Hit counter


brand equity antecedents, brand equity outcome, brand trust, brand satisfaction

Full Text:



Aaker, D. (1991), Managing Brand Equity, the Free Press, New York, NY.

Aaker, D. (1995), Building Strong Brand, the Free Press, and New York, NY

Abosag, I., & Farah, F. M. (2014). The influence of religiously motivated consumer boycotts on brand image, loyalty and product judgment. European Journal of Marketing, 48(11/12), 2262–2283.

Alamro, A. and Rowley, J. (2011), “Antecedents of brand preference for mobile telecommunications services”, Journal of Product and Brand Management, Vol. 20 No. 6, pp. 475-486.

Andaleeb, S. and Anwar, S. (1996), “Factors influencing customer trust in salespersons in a developing country”, Journal of International Marketing, Vol. 4 No. 4, pp. 35-52.

Anderson, E. and Kumar, N. (2007), “Price competition with repeat, loyal buyers”, Quantitative Marketing and Economics, Vol. 5 No. 4, pp. 333-359.

Anderson, J.C. and Gerbing, D.W. (1988), “Structural equation modeling in practice: a review and recommended two-step approach”, Psychological Bulletin, Vol. 103 No. 3, pp. 411-423.

Ballester, E. D., & Aleman, J. L. M. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258.

Belaid, S. and Behi, A.T. (2011), “The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context”, Journal of Product and Brand Management, Vol. 20 No. 1, pp. 37 -47.

Belaid, S. and Behi, A.T. (2011), “The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context”, Journal of Product and Brand Management, Vol. 20 No. 1, pp. 37 -47.

Bianchi, C. and Pike, S.D. (2010). An application of the CBBE model to assess brand loyalty for a long-haul travel destination. Paper presented in (September) Global Marketing Conference 9-12, Tokyo.

Blackston, Max (2000). Observations: Building Brand Equity by Managing the Brand's Relationships. Journal of Advertising Research, 40, pp 101-105.

Caceres, R.C. and Paparoidamis, N.G. (2007), “Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty”, European Journal of Marketing, Vol. 41 No. 7, pp. 836-867.

Chatzipanagiotou, K., Veloutsou, C. and Christodoulides, G. (2016), “Decoding the complexity of the Consumer-based brand equity process”, Journal of Business Research, Vol. 69 No. 11, pp. 5479-5486.

Chaudhuri, A. and Holbrook, M.B. (2001), “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty”, Journal of Marketing, Vol. 65 No. 2, pp. 81-93.

Chin, W. (1998a), “Issues and opinions on structural equation modeling”, MIS Quarterly, Vol. 22 No. 1, pp. 7-16.

Chin, W.W. (1998b), “The partial least squares approach to structural equation modeling”, in Marcoulides, G.A. (Ed.), Modern Methods for Business Research, Erlbaum, Mahwah, NJ, pp. 295-358.

Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S. and Siala, H. (2016), “A cross validation of consumer-based brand equity models: driving customer equity in retail brands”, Journal of Business Research, Vol. 69 No. 9, pp. 3740-3747.

Clark, C.R., Doraszelski, U. and Draganska, M. (2009), “The effect of advertising on brand awareness and perceived quality: an empirical investigation using panel data”, Quantitative Marketing and Economics, Vol. 7 No. 2, pp. 207-236.

Cohen, J. (1988). Statistical power analysis for the behavioural sciences. Mahwah, NJ: Lawrence Erlbaum.

Davcik, N.S. (2013), “An empirical investigation of brand equity: drivers and their consequences”, British Food Journal, Vol. 115 No. 9, pp. 1342-1360.

Davcik, N.S., da Silva, R.V. and Hair, J. (2015), “Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research”, Journal of Product and Brand Management, Vol. 24 No. 1, pp. 3 -17.

Delgado-Ballester, E. and Munuera-Aleman, J.L. (2005), “Does brand trust matter to brand equity?”, Journal of Product and Brand Management, Vol. 14 No. 3, pp. 187-196.

Doyle, P. (2008). Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. West Sussex, England: Wiley

Elsäßer, M. and Wirtz, B.W. (2017), “Rational and emotional factors of customer satisfaction and brand loyalty in a business-to-business setting”, Journal of Business and Industrial Marketing, Vol. 32 No. 1, pp. 138-152.

Farquhar, Peter H. (1989). Managing brand equity. Marketing Research. September. Vol. 1 Issue 3, pg. 24-33, 10p

Fatma, M., Khan, I. and Rahman, Z. (2016), “How does corporate association influence consumer brand loyalty? Mediating role of brand identification”, Journal of Product and Brand Management, Vol. 25 No. 7, pp. 629-641.

Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18, 39-50.

Fournier, S. and Yao, J.L. (1997), “Reviving brand loyalty: a reconceptualization within the framework of consumer-brand relationship”, International Journal of Research Marketing, Vol. 14 No. 5, pp. 451-472.

Fuentes-Blasco, M., Moliner-Velázquez, B., Servera-Francés, D. and Gil-Saura, I. (2017), “Role of marketing and technological innovation on store equity, satisfaction and word-of-mouth in retailing”, Journal of Product and Brand Management, Vol. 26 No. 6, pp. 650-666.

Gefen, David & Straub, Delmar (2005). A practical guide to factorial validity using PL-Graph: Tutorial and annotated example. Communications of the Association for Information Systems 16, 91-109

Gholami, R., Sulaiman, A. B., Ramayah, T., & Molla, A. (2013). Senior managers’ perception on green information systems (IS) adoption and environmental performance: Results from a field survey. Information and Management, 50(7), 431-438.

Gudergan, S.P., Ringle, C.M., Wende, S. and Will, A. (2008), “Confirmatory tetrad analysis in PLS path modeling”, Journal of Business Research, Vol. 61 No. 12, pp. 1238-1249.

Hahn, E. D., & Ang, S. H. (2017). From the editors: New directions in the reporting of statistical results in the Journal of World Business. Journal of World Business, 52, 125–126.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling. 2nd Edition. Thousand Oaks: Sage.

Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2013), Multivariate Data Analysis, 7th Ed., Prentice Hall, NJ.

He, Y., Chen, Q., Tam, L. and Lee, R.P. (2014), “Managing Sub-branding affect transfer: the role of consideration set size and brand loyalty”, Marketing Letters, Vol. 27 No. 1, pp. 103-113.

HenselerJörg, Jörg Henseler (2016). Guest editorial. Industrial Management & Data Systems 116:9, 1842-1848.

Huang, C.-C. (2017), “The impacts of brand experiences on brand loyalty: mediators of brand love and trust”, Management Decision, Vol. 55 No. 5, pp. 915-934.

Hoeffler, S., Keller, K. The marketing advantages of strong brands. J Brand Manag 10, 421–445 (2003).

Hulland, J. (1999). Use of Partial Least Squares (PLS) in Strategic Management Research: A review of four recent studies. Strategic Management Journal, 20, 195-204.

Kantar Millward Brown is now Kantar (1990), Kantar Millward Brown (formerly known as Millward Brown) is a multinational market research firm specializing in advertising effectiveness, strategic communication, media and brand equity research.

Kapferer, J. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London: Kogan.

Keller, K.L. (1993), “Conceptualizing, measuring, and managing Customer-Based brand equity”, Journal of Marketing, Vol. 57 No. 1, pp. 1-22.

Keller, K.L. (2001), “Building Customer-Based brand equity: a blueprint for creating strong brands”, Marketing Management, Vol. 10 No. 2, pp. 15-19.

Keller, K.L. (2002), Branding and Brand Equity, Marketing Science Institute, Cambridge, MA

Keller, K.L. (2008), Strategic Brand Management: Building, Measuring and Managing Brand Equity, 3rd ed., Prentice Hall, Englewood Cliffs, NJ.

Keller, K.L. (2016), “Reflections on customer-based brand equity: perspectives, progress, and priorities”, Ams Review, Vol. 6 Nos 1/2, pp. 1-16.

Keller, K.L., Parameswaran, M.G. and Jacob, I. (2011), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Pearson Education, India.

Kim, W.G., Han, J.S. and Lee, E. (2001), “Effects of relationship marketing on repeat purchase and word of mouth”, Journal of Hospitality & Tourism Research, Vol. 25 No. 3, pp. 272-88.

Kock, N., & Verville, J. (2012). Exploring free questionnaire data with anchor variables: An illustration based on a study of IT in healthcare. International Journal of Healthcare Information Systems and Informatics, 7(1), 46-63.

Kotler, P. (2012). Marketing Management, millennium edition: Custom Edition for University of Phoenix.

Kotler, P. and Armstrong, G. (1996) Principles of Marketing. 7th Edition, Prentice-Hall, Englewood Cliffs.

Kotler, Philip. Keller, Kevin. Koshy, Abraham. Jha, Mithileshwar (2009), Marketing Management A South Asian Perspective. Pearson Prentice Hall, Delhi

Kuikka, A. and Laukkanen, T. (2012), “Brand loyalty and the role of hedonic value”, Journal of Product

Kumar, R.S., Dash, S. and Purwar, P.C. (2013), “The nature and antecedents of brand equity and its dimensions”, Marketing Intelligence and Planning, Vol. 31 No. 2, pp. 141-159.

Kumar, S., Dash, S. and Chandra, P. (2013), “The nature and antecedents of brand equity and its dimensions”, Marketing Intelligence and Planning, Vol. 31 No. 2, pp. 141-159.

Larzelere, R. and Huston, T.L. (1980), “The dyadic trust scale: toward understanding interpersonal trust in close relationships”, Journal of Marriage and the Family, August, Vol. 42 No. 3, pp.

Lassar, W., Mittal, B. and Sharma, A. (1995), “Measuring customer-based brand equity”, Journal of Consumer Marketing, Vol. 12 No. 4, pp. 11-19.

Lee, D., Moon, J., Kim, Y.J. and Yi, M.Y. (2015), “Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty”, Information and Management, Vol. 52 No. 3, pp. 295-304.

Lovelock, C. and Wirtz, J. (2007) Services Marketing: People, Technology, Strategy. Prentice Hall, New Jersey.

McAlexander, J.H., Schouten, J.W. and Koenig, H. (2002), “Building brand community”, Journal of Marketing, Vol. 66 No. 1, pp. 38-54.

McQueen, J.N., Foley, C. and Deighton, J. (1993), decomposing a Brand’s Consumer Franchise into Buyer Types in Brand Equity and Advertising: Advertising’s Role in Building Strong Brands, Aaker, D.A. and Biel, A. (Eds), Lawrence Erlbaum Associates, Lawrence.

Millward Brown and WPP (1990), The Brand Dynamics pyramid, a model of brand strength developed by the marketing research consultants

Mishra, A., Dash, S.B. and Cyr, D. (2014), “Linking user experience and consumer-based brand equity: the moderating role of consumer expertise and lifestyle”, Journal of Product and Brand Management, Vol. 23 Nos 4/5, pp. 333-348.

Mohan, M., Jiménez, F.R., Brown, B.P. and Cantrell, C. (2017), “Brand skill: linking brand functionality with consumer-based Brand equity”, Journal of Product and Brand Management, Vol. 26 No. 5, pp. 477-491.

Moisescu, O.I. and Allen, B. (2010), “The relationship between the dimensions of brand loyalty an empirical investigation among Romanian urban consumers”, Management and Marketing Challenges for Knowledge Society, Vol. 4 No. 5, pp. 83-98.

Morgan, R.M. and Hunt, S.D. (1994), “The Commitment-Trust theory of relationship marketing”, Journal of Marketing, Vol. 58 No. 3, pp. 20-38.

Muniz, A. and Guinn, T. (2001), “Brand community”, Journal of Consumer Research, Vol. 27 No. 4, pp. 412-431.

Naude and Buttle (2000), Assessing Relationship Quality, Industrial Marketing Management 29, 351–361 (2000)

Nesset, Nervik, and Helgesen (2011), Satisfaction and image as mediators of store loyalty drivers in grocery retailing, International Review of Retail Distribution and Consumer Research Distribution and Consumer Research (3):267-292

O’Cass, A. and Lim, K. (2002), “Understanding the younger Singaporean consumers’ views of Western and Eastern brands”, Asia Pacific Journal of Marketing and Logistics, Vol. 14 No. 4, pp. 54-79.

Oliver, R.L. (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol. 63 No. 4, pp. 33-44.

Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement–empirical evidence. Journal of Product & Brand Management, 14(3), 143-154.

Park, C., MacInnis, D.J., Priester, J., Eisingerich, A.B. and Iacobucci, D. (2010), “Brand attachment and Brand attitude strength: conceptual and empirical differentiation of two critical Brand equity drivers”, Journal of Marketing, Vol. 74 No. 6, pp. 1-17.

Popp, B. and Woratschek, H. (2017), “Consumers’ relationships with brands and brand communities – the multifaceted roles of identification and satisfaction”, Journal of Retailing and Consumer Services, Vol. 35, pp. 46-56.

Rahman, S. A., Amran, A., Ahmad, N. H., & Taghizadeh, S. K. (2015). Supporting entrepreneurial business success at the base of pyramid through entrepreneurial competencies. Management Decision, 53(6), 1203-1223.

Rahman, S. A., Amran, A., Ahmad, N. H., & Taghizadeh, S. K. (2016). Enhancing the wellbeing of base of the pyramid entrepreneurs through business success: the role of private organizations. Social Indicators Research, 127(1), 195-216.

Ramayah, T., Lee, J. W. C., Boey, J. C. I. (2011). Network collaboration and performance in the tourism sector. Service Business, 5(4), 411-428.

Ramayah, T., Yeap, J. A. L., & Ignatius, J. (2013). An empirical inquiry on knowledge sharing among academicians in higher learning institutions. Minerva: A Review of Science, Learning and Policy, 51(2), 131-154.

Ramsey, R. and Sohi, R. (1997), “Listening to your customers: the impact of perceived salesperson listening behavior on relationship outcomes”, Journal of the Academy of Marketing Science, Vol. 25, pp. 127-37.

Sahay, A. and Sharma, N. (2010), “Brand relationships and switching behaviour for highly used Products in young consumers”, Vikalpa: The Journal for Decision Makers, Vol. 35 No. 1, pp. 15-30.

Selnes, F. (1998), “Antecedents and consequences of trust and satisfaction in buyer-seller relationships”, European Journal of Marketing, Vol. 32 Nos 3/4, pp. 305-322.

Shamdasani, P. and Balakrishnan, A. (2000), “Determinants of relationship quality and loyalty in personalized services”, Asia Pacific Journal of Management, Vol. 17, pp. 399-422.

Sheth, J. and Parvatiyar, A. (1995), “Relationship marketing in consumers markets: Antecedents and consequence”, Journal of the Academy of Marketing Science, Vol. 23 No. 4, pp. 255-271.

Sheth, J. and Parvatiyar, A. (1995), “Relationship marketing in consumers markets: Antecedents and consequence”, Journal of the Academy of Marketing Science, Vol. 23 No. 4, pp. 255-271.

Sriram, S., Balachander, S. and Kalwani, M. (2007), “Monitoring the dynamics of brand equity using Store-Level data”, Journal of Marketing, Vol. 71 No. 2, pp. 61-78.

Sullivan, G. M., & Feinn, R. (2012). Using Effect Size - or why the p Value is not enough. Journal of Graduate Medical Education, 4(3), 279–282.

Szymanski, D.M. and Henard, D.H. (2001), “Customer satisfaction: a Meta-analysis of the empirical evidence”, Journal of the Academy of Marketing Science, Vol. 29 No. 1, pp. 16-35.

Travis, D. (2000), Emotional branding: How successful brands gain the irrational edge, Prima Pub.

Veloutsou, C. (2015), “Brand evaluation, satisfaction and trust as predictors of Brand loyalty: the mediator-moderator effect of Brand relationships”, Journal of Consumer Marketing, Vol. 32 No. 6, pp. 405-421.

Walgren, C. J. C., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of advertising, 24(3), 25-40.

Wallace, E., Buil, I. and de Chernatony, L. (2014), “Consumer engagement with self-expressive brands: Brand love and WOM outcomes”, Journal of Product and Brand Management, Vol. 23 No. 1, pp. 33-42.

Werts, C.E., Linn, R.L. and Karl G. Jöresko (1974). Intraclass reliability estimates: Testing structural assumptions. Educational and Psychological Measurement, 34 (1), 25-33

Wingersky, M.S. and Lord, F.M. (1984), “An investigation of methods for reducing sampling error in certain IRT procedures”, Applied Psychological Measurement, Vol. 8 No. 3, pp. 347-364.

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.

Young and Rubicam (1980). Advertising Agency in USA

Zhang, Z., Zhang, Z., & Law, R. (2014). Relative importance and combined effects of attributes on customer satisfaction. The Service Industries Journal, 34(6), 550-566.



  • There are currently no refbacks.

Copyright (c) 2022 Getie Andualem Imiru

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing GroupAll rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.