Although Tanzania market is deluged with value-for- money brands since decades ago, not all Tanzania brands achieved national recognition. The objective of this research therefore is to develop a valid and reliable model of Tanzania brand equity by assessing the dimensions of the brand equity and its constructs.
Based on 30 constructs, which were compiled from literatures, four variables were included for brand awareness, seventeen variables for brand association, five for perceived quality and four for brand loyalty. Factor Analysis was conducted to identify dimensions of brand equity and its constructs. Principal component Analysis with subsequent rotation (Varimax) was conducted on 30 constructs of a questionnaire. According to the four dimensions proposed by Aaker (1991) in the brand equity literature, a four factor solution that reduced the 30 constructs to four factors was chosen in this study.
The factors produce a Cronbach alpha of 0.96, with Eigen values greater than 1.0. The brand equity constructs with a loading below 0.6 were excluded from further analysis. 14 constructs remained in this study.
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In-Text Citation: (Burhan, Kalinga, & Japhary, 2018)
To Cite this Article: Burhan, A. M., Kalinga, M. M., & Japhary, M. (2018). Exploring the Dimensions of Customer-Based Brand Equity on Firm Performance: A Study of Azam Brand. International Journal of Academic Research in Business and Social Sciences, 8(10), 851–873.
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