The Second Order Confirmatory Factor Analyses (CFA) Model Fit Assessments of Brand Awareness with Brand Loyalty: In Case of Private and Public Banks of Ethiopia, Bule Hora Town

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.



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.


  • Abdelbaset Alkhawaldeh M. (2017). The Effect of Brand Awareness on Brand Loyalty: Mediating Role of Brand Commitment. 9(36). 38-47.
  • Aklisiya Mitiku, (2021). The impact of digital marketing on brand awareness and brand loyalty: the case of awash wine s.c p. St. Marry College of Ethiopia. 1-54.
  • Al-Azzam, Z. F. (2017). The Impact of Customer Relationship Management on Achieving Service Quality of Banking Sector of Jordan. International Journal of Business and Management, 12(3), 180- 190.
  • Anber Mohammad, (2022). The impact of digital marketing success on customer loyalty. Journal of Marketing and Management of Innovations, online 103-113.
  • Chung and Subramanian C. (2020). Online learning readiness among university students in Malaysia amidst COVID-19. Asian Journal of University Education, 16(2), 45-58.
  • Desta Negussie (2019). An investigation on the relationship between brand equity and
  • customer loyalty: the case of zemen bank s.c
  • Estiva, E. A., & Diño, M. J. (2020). Development and validation of a standardized tool to measure global health competencies among professional nurses. Enfermeria Clinica, 30, 65-76.
  • Gada Gizachew Wakjira (2022). The significance effect of Market Orientation on Business Performance the mediation Role of Customer Satisfaction and Employee Satisfaction the case of CBE, PUIRJ p. 65-88. https://Doi:105281/zenodo.7495221
  • Helmy, I., & Wiwoho, G. (2020). The link between individual factors and salesperson performance in microfinance institutions. Management Science Letters, 10(14), 3387-3394.
  • Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269.
  • Khwaja, M. G., Mahmood, S., & Zaman, U. (2020). Examining the effects of e-WOM, trust inclination, and information adoption on purchase intentions in an accelerated digital marketing context. Information, 11(10), 478.
  • Koeswandi, T. A., Fauziyah, A., & Nurfitriya, M. (2020). Digital Marketing Design to Increase Tourism Visit and Maintain the City Image. The International Journal of Business Review (The Jobs Review), 3(1), 11-14.
  • Low and Sepasgozar, S. M., & Lin Lee, C. (2020). Smart digital marketing capabilities for sustainable property development: A case of Malaysia. Sustainability, 12(13), 5402.
  • Makrides and Christofi, M. (2020). The gold rush of digital marketing: assessing prospects of building brand awareness overseas. Business Perspectives and Research, 8(1), 4-20.
  • Mandrou and Sarafis (2020). Validity and reliability of the Greek version of
  • Implementation Leadership Scale (ILS). BMC psychology, 8(1), 1-7.
  • Veleva and Tsvetanova, A. I. (2020). Characteristics of the digital marketing advantages and disadvantages. Inn IOP Conference Series: Materials Science and Engineering (Vol. 940, No. 1, p. 012065).
  • Wakjira Gada G. (2022). The significance of Interfuncitional Coordination that affect Organizational commitment the Mediating role of Customer Success: The case of Bule Hora General Hospital. PUIRJ. 1(4). P. 198-209. https://Doi:10:5281/zenodo.7521848
  • Wasiuzzaman, and Chelan, H. P. (2021). Examination of the motivations for equity-based crowd funding in an emerging market. Journal of theoretical and applied electronic commerce research, 16(2), 63-79.
  • Zhang, X., & Wang, T. (2021). Understanding purchase intention in O2O E-commerce: the effects of trust transfer and online contents. Journal of theoretical and applied electronic commerce research, 16(2), 101-115.