The Effect of IMC on Brand Image: In the Case of Canbebe Diaper
| dc.contributor.advisor | Saleamlak Mola (PhD) | |
| dc.contributor.author | Eyerusalem Getye | |
| dc.date.accessioned | 2024-01-29T11:18:25Z | |
| dc.date.available | 2024-01-29T11:18:25Z | |
| dc.date.issued | 2023-06 | |
| dc.description.abstract | The study had looked at how IMC affect brand image in Canbebe Diaper. The purpose of this study is to determine the effect of IMC on brand image of Canbebe diaper in Addis Ababa. It is assessed by conducting survey questionnaires to Canbebe Diaper target consumers who were selected using convenience sampling. A quantitative method was used in this study because it helps in the collection of data from numerous participants that were analyzed (351 respondents) to generate robust and comprehensive results that represent the whole population. The data was collected using a survey questionnaire. A descriptive and explanatory study design supplement the procedures to meticulously edit, code, and encode the data using spread sheets, and analyses using SPSS V.26. The analysis' findings showed that customers of Canbebe diapers recognized advertising, sales promotion, and social media marketing as variables affecting the brand image. The findings of this study have confirmed the established association between Brand image and promotional instruments (Advertising, Sales promotion and Social Media) that has already been published in empirical literature. Advertising have been found to have a large positive association on brand image, with Sales promotion and Social Media Marketing having a somewhat lesser positive impact. The output of linear regression model identified statistically significant positive effects amongst drivers of brand image. The results showed that advertising, Sales Promotion, and Social media of IMC of Canbebe Diaper significantly influence the brand image of the diaper. The study offers some recommendations for the Canbebe diaper to strengthen its use of advertising, as consumers have demonstrated a keen interest in and are significantly affected by advertising activities. This will help to improve the brand image of Canbebe Diaper | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1531 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Advertising | |
| dc.title | The Effect of IMC on Brand Image: In the Case of Canbebe Diaper | |
| dc.type | Thesis |