Gada Gizachew Wakjira
PhD Candidate in Bule Hora University, Marketing Management Department, Bule Hora University, Ethiopia.
&
Mohammed Isak Ibrahim
MBA, in Bule Hora University, Management Department, Bule Hora University, Ethiopia. Horn Africa, June 2023, Ethiopia.
DOI – https://doi.org/10.61421/IJSSMER.2023.1203
ABSTRACT
The study confirmed literature in Brand Awareness indicators Perceived Awareness, Relevance Awareness, Knowledge Awareness and Esteem Awareness, and brand Loyalty attitude and behavioral indicators to investigate second-ordered or Multiple model of Confirmatory data analyses with respect to brand loyalty in particular. This study empirically attempts to discuss the particular issue by examining the relationship between two or more variables assessed in second Order or Multiple models of brand awareness and brand loyalty. The data were collected from Private and public banks of Ethiopia Bule Hora town from customers and Employees of banks. For quantitative research, design used SPSS v.25 and for the Confirmation data to use AMOS V.23, and CFA Model of Second Orderd or multiple data investigation Loading factors and Model fit indexed techniques were applied to a sample of 384 respondents of customers, and Employees of private and public Banks of Ethiopia, Bule Hora town. The results revealed that brand awareness and brand loyalty have a significant and positive relationship with Perceived Awareness, Relevance Awareness, Knowledge Awareness Esteem Awareness, and brand Loyalty attitude and behavioral indicators. The value of factor loading investigation over all data purification index value is fully verified between Brand awareness and Brand Loyalty within his indicators, and most second Order or multiple model results have high loading factor output indicated above 0.05% and this paper has discussed the results, and an implication compared with prior discussed conclusion and recommendations to be verified in this investigation.
Keywords: Brand loyalty, Brand awareness, Perceived Awareness, Relevance Awareness, Knowledge Awareness and Esteem Awareness, Brand Loyalty, and CBE.
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