Browsing by Author "Bekele, Netsanet"

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    The Effect of Promotion on Consumer Based Brand Equity An Empirical Study on Ethiopian Insurance Industry
    (Addis Ababa University, 2015-05) Bekele, Netsanet; Mebrahtu, Kahsu (Assistant Professor)
    In modern marketing, branding plays a significant role in differentiating the brand from competitor’s brands. Influential promotion activities are among the key tools in building brand equity in organizations. However, the main challenges are, identifying the differential effect of these promotion activities on building brand equity and select the right promotional mix. The purpose of this research was to study the effect of promotional activities on brand equity through mediation of brand equity dimensions particularly in Ethiopian Insurance Industry. The study has developed structural model that consists the effect of promotional mix elements on brand equity based on the conceptual frame work and in line with the existing theoretical findings. In order to test the defined structural model and research hypotheses, survey conducted on the sample which has been selected from the target population of Addis Ababa city insurance customers and potential customers through convenience and random sampling method (multistage).Primary data were collected using structured questionnaire and then data analysis was done using measurement and structural equation model With SPSS and AMOS 20.0. The result from path analysis of structural equation model shows weak relation between most of the promotional activities and brand equity dimensions. However, among the promotional activities TV Ads and WOM have been found more or less effective than the other promotional mix. In general, the overall findings lead to conclude that most of the promotion activities in Ethiopian insurance industry did not had significant impact on brand equity. Therefore the practice of promotional activities in Ethiopian insurance industry requires fundamental innovation so as to build brand equity and achieve sustainable competitive advantage
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    Gender Diversity in Top Management and Its Impact on Firm’s Financial Performance in the Case of Ethiopian Financial Institution
    (Addis Ababa University, 2013-10) Bekele, Netsanet; Takele, Yitbarek (PhD)
    The study has two objectives: first, to examine the impact of gender diversity in management on firm financial; second, To explore the perceptions of women and men managers of financial firms regarding the factors in the appointment of managerial position, and about women manager behaved differently compared to men in a similar position. Additional, the most essential finding for the current study - the presence of diversity in managerial position affect firm performance. Both quantitative and qualitative approaches were utilized. The sample was collect from Ethiopian in year 2005-2008. The quantitative data was taken from annual reports of the sample firms and it was analyzed using eviews version 6. Several managers were also interviewed to gain further insights and thematic analysis was utilized to analyze this qualitative data. Surprisingly, the results both quantitative analysis shows that gender diversity has positive influences on firm financial performance, which was measured by using ROA. Both women and men managers, believe that they may bring positive effect in organizational improvement, which may then enhance firm performance as a whole. This means that, gender diversity in context Ethiopian may not by itself achieve much for firm value although women managers may enhance the profitability of firms as a result of their collaborative work with management. Consequently, firms may need to carefully consider what „added value‟ is likely to result from the inclusion of women in the managerial position. Gender diversity in management and its impact on firm’s financial performance