THE MEDIATING ROLE OF BRAND SATISFACTION AND BRAND TRUST BETWEEN ANTECEDENTS AND OUTCOMES OF BRAND EQUITY: AN EMPIRICAL INVESTIGATION OF BRAND EQUITY ELEMENTS ON SELECTED CELL PHONE BRANDS IN ETHIOPIA

Getie Andualem Imiru

Abstract


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.

 

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

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DOI: http://dx.doi.org/10.46827/ejmms.v7i2.1238

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