Browsing by Author "Shifa, Abrar"

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    Effect of Advertisement on brand equity: The Case of Private Universities Advertising Practice in Ethiopia
    (Addis Ababa University, 2019-06) Shifa, Abrar; Workineh, Mesfin (PhD)
    Advertising is very costly but unavoidable taking in to account its importance in building the company brand equity. The study examines the effect of advertising on brand equity of private universities emphasizing communicational factors, media used, source factors & message content. Quantitative research design was used to describe the characteristics of student attitude towards communicational factors. Cross-sectional survey was conducted by distributing structured questionnaire based on Likert type scale to elicit information from the sampled respondents that were 382 students, where the sample size is selected based on stratified sampling techniques .The questionnaires were distributed randomly i.e. to those students study business & business related program at door step of each university proportionately. The total response rate was 91% which was acceptable to make the necessary statistical test. The data collected was analyzed using both descriptive & inferential statics. Data analysis is conducted using software programs such as SPSS. The findings of the research shows that media used and source factors has statistically significant positive effect on brand equity while message content don't have statically significant effect on brand equity