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What is Measuring Brand Equity of Moha Drink about?

The thesis investigates consumer-based brand equity for MOHA soft drinks in Dessie, Ethiopia, focusing on the influence of brand dimensions such as perceived quality, brand loyalty, brand awareness, brand association, and brand preference. It aims to identify challenges in measuring brand equity and assess the impact of these dimensions on consumer preferences. The study highlights the importance of effective brand management in a competitive market and seeks to provide actionable insights for improving bra

Author

Simeon Gimtie

Language

EN