The Effect of Sales Promotion on Brand Image: The Case of Commercial Bank of Ethiopia
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Date
2017-06
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Addis Ababa University
Abstract
The main purpose of this study was to assess the effect of sales promotion on brand image on the case of Commercial Bank Of Ethiopia. It assesses commercial bank of Ethiopia sales promotion mix elements usage and their effect on its brand image. The individual perception about both monetary and non-monetary sales promotion tools effects and the overall success of the sales promotional campaign have been observed from the perspective of building up positive brand image. All the issues mentioned above have been assessed by conducting Survey Questionnaires to 385 commercial bank of Ethiopia Customer who were selected based on convenience. The data analysis was conducted through statistical techniques such as descriptive statistics, correlations and multiple linear regressions by using SPSS version 20. And the data has been analyzed by using explanatory method. The Survey showed that commercial bank of Ethiopia’s brand image is positively built by its sales promotion. Brand image is positively placed by the Sales promotion campaign and which result coupon, free gift and rebate have a positive effect on sales promotion. The finding indicates that the effect of sales promotion on brand image is practical and highly affected by the tools used to promote the brand image. From the sales promotion tools Coupon is observed as the highest effect on brand image of Commercial bank of Ethiopia. The results indicated that all had a positive correlation with brand image. It is known that currently CBE is using coupon as one tool to attract customers thereby giving them additional incentives to use its services. Therefore the bank should focus on better application of the coupon method of sales promotion since it was found to prominently affect brand image.All in all commercial bank of Ethiopia’s positive image is enhanced by its sales promotion
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Sales Promotion, Coupon, Free gift