June 2017

Levels and factors of brand loyalty towards beer brands: The case of a developing country perspective, Ethiopia

The study was done in Ethiopia three cities. The success of any business is highly dependent on getting and maintaining customers. Many firms try to sphere their operations aiming customers through measuring customers’ satisfaction. Recent research findings indicated that satisfaction alone did not guaranty the long term survival. Loyalty is a better indicator in this aspect since it incorporates satisfaction as...

Author(s): Mulugeta Negash, Tesfaye Gedion and Asnake Tsegay