The Role Of Advertising In Building Brand Awarness And Loyality: The Case Of Habesha Beer
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Date
2017-06-14
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Abstract
The study aimed to empirically investigate the role of advertising in building brand awareness and loyalty on the case of habesha beer brand within addis abab selected star hotels. This study attempt to address research questions or problems that the central issue of beer industry is the problem of building its brand awareness and loyalty via advertising programs. It adopts deduction approach, quantitative method, descriptive and explanatory research design to answer the research questions. Accordingly 384 close ended questionnaires were distributed to consumers of habesha beer whose age is 18 years and above in Addis Ababa selected 10 hotels from star 1 to 5 through systematic sampling technique and distributed questioner from this hotels using convenient sampling technique. Out of this, 348 questioners were used for analysis with response rate of 91.4%. Analysis and interpretation of the data was conducted by using descriptive and inferential statistical tools with the help of SPSS version 20.0. Empirical findings of the study showed that, advertising has positively correlated and significant effect with brand loyalty, brand awareness and brand element. Moreover, the finding indicated 29.4% of brand loyalty, 16.5% brand awareness and 7.6% of brand element explained by advertising. The implications of the study was a need for building brand awareness and loyalty to attract consumers of the product to control large market share ,managements should focus on the importance of using advertising effectively and design its brand elements
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Advertising, Brand Loyalty, Brand Awareness