Browsing by Author "Degefu, Tigist"

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    The Effects Of Advertising On Customers’ Attitude: Empirical Evidence From Cbe
    (Addis Ababa University, 2018-06-16) Degefu, Tigist; G/Medhin, Mulugeta (PhD)
    The study seeks to examine the effects of CBE‟s advertising on customers‟ attitude. To achieve the objective, both primary and secondary data sources were used. In this study, advertisement was treated as an independent variable and customers‟ attitude was considered as dependent variable. Advertisement was further expressed using specific variables such as celebrity endorsement, message credibility, message attractiveness, media accessibility, media attractiveness and media credibility. Descriptive as well as inferential statistics were used to analyze the data and interpret results. The findings indicate that CBE‟s advertising has a positive and significant effects on customers‟ attitude. Specifically, Celebrity Endorsement, Message Credibility and Media Attractiveness have a positive and significant effect on customers‟ attitude. Thus, it is important for the bank to continue advertising using a celebrity who has good reputation. In addition, it is advisable for the bank to conduct a media audience survey to select a media which has strong public acceptance before undertaking promotion.