Browsing by Author "Woji, Fikirte"

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    Public relation activities and marketing performance the case of BGI Ethiopia
    (Addis Ababa University, 2020-06) Woji, Fikirte; Workineh, Mesfin (PhD)
    This study is designed to examine the relationship between marketing performances of BGI Ethiopia, attained by competitive advantage and selected dimensions of public relation. The public relation dimensions which were selected are image, initiation, customer commitment and trust. The study mainly employed quantitative approach with descriptive statistics analysis and regression. The target population of the study was customers of St. George beer who are found at St. George beer retailers located at Stadium, Addis Ababa. The study was conducted using convenience sampling with sample size of 195 customers. The survey had 27 questions covering demographic details, and questions related with selected public relation dimensions. Data were also tested using linearity, normality, Cronbach alpha and multi-collinearity in order to determine the appropriateness of the data and the tools used for analysis. The findings show that out of the selected four public relation dimensions two of them which are commitment created by BGI’s Public relation activities and trust built by BGI’s public relation activities had a significant effect on the marketing performance of the company achieved by competitive advantage, while the impact of the other two PR dimensions (image and Initiation) is very less or insignificant. Hence, the study concluded that the company’s Public Relation activities are assisting in gaining competitive advantage that can contribute for the company’s marketing performance. Therefore BGI should improve its PR activities to maintain the commitment and trust that is already built in the society while employing other mechanisms or enhancing the existing PR activities to create initiation and positive image in the public