Impact of Advertising on Brand Equity: the case of Ethiopian Soap and Detergent Industry

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Addis Ababa University


This study was carried out with the intention of examining the Impact of advertising on brand equity. The study focuses on the Ethiopian soap and detergent Industry. It attempts to find out the impact of this selected marketing mix element on brand awareness, perceived quality, brand association, and brand loyalty dimensions of the which intern affect overall brand equity. For this study, accessible populations of 384 were selected but 366 valid responses were collected. A structured questionnaire was used to collect data form respondents by using a self-administered data collection system. Data analysis mainly took place in AMOS 20.0 and SPSS 20.0 through Structural Equation Modeling (SEM) to test hypothesized relationships. The study found out that advertising affects brand equity through the four brand equity dimensions. Having the brand equity dimensions as mediating factors, advertising has a positive effect on the dimensions of brand equity but only brand awareness and association had a positive effect on brand equity. While brand loyalty and perceived quality showed a negative effect.



Advertising, Price, Brand Awareness