The Influence of Promotional Tools on Brand Image: The case of Habesha Breweries S.C

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Addis Ababa University


The research paper presents the influence of promotional tools on brand image of Habesha Breweries It assesses HabeshaBreweries’ promotional elements influence on brand image. The study is conducted in Addis Ababa. It is assessed by conducting survey questionnaires to Habesha beer target consumers who were selected usingcluster and convenience sampling. A sample size of 400 customers’ data of Habesha beer was collected and the data was analyzed by using liner regression. This study investigated the effects of promotional tools on brand image. The promotional tools such as advertising, sponsorship and non-monetary promotion have been conceptualized to investigate the factors which can be effective for brand image. A computer program which is commonly called statistical package for social science (SPSS) was used to process the collected data. The output of linear regression model identified statistically significant positive effects amongst drivers of brand image. The results showed that advertising, sponsorship, and non-monetarypromotion of the promotional tools of Habesha beer significantly influence the brand image of Habesha breweries s.c.Therefore, it is recommended that marketers and brand managers of the company should focus their efforts on these significant factors influencing the brand image. Moreover further investments on advertisingin designing their marketing strategies in order to be proficient and build a strong brand image in the long term.


A Thesis Submitted to the School of Graduate Studies of Addis Ababa UniversityCollege of Business and Economics in Partial Fulfillment of the Requirement for the Award of Master of Arts Degree in Business Administration


Advertising, Brand-image, Non-monetary promotion, Promotional tools