| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 18 |
NO. 2 |
PAPER 7 |
10.5958/2321-2012.2022.00017.3 |
DETERMINANTS OF BRAND AWARENESS IN THE CONTEXT OF ETHIOPIAN DOMESTIC LEATHER FOOTWEAR INDUSTRIES
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| Jemal Redwan Muzeyin*, Hamed M. S. Ahmed*, Shemila Jemal Amde*, Murad Thomran**, and Muhaba Nuredin Ferejo* |
| * Department of Management, College of Business and Economics, Werabe University, Ethiopia |
| ** Assistant Professor, CBA, University of Hail, Saudi Arabia |
| The main aim of the study was to determine factors that influence brand awareness in the leather footwear industry in Ethiopia. Four determinants; brand perception, advertising, perceived quality, and product innovation have been kept in mind while doing this research. The Correlation and Regression analysis were used to analyze the data. The result of the study shows that among the four variables brand perception, and perceived quality has a significant positive impact on brand awareness of local leather footwear while advertising and product innovation do not have.
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