The Effect of Integrated Marketing Communication Elements on Customer base Brand Equity: The Case of Commercial Bank of Ethiopia
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Date
2024-10
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Addis Ababa University
Abstract
As the Development of Information and Communication technologies, marketing communication is changing towards the interactive customer approach by integrating different Marketing communication tools to be competent in the market. This study therefore sought to examine the effect of Integrated Marketing Communication Elements on the Customer Base Brand Equity of Commercial Bank of Ethiopia. The research design adopted was explanatory. The population was the customers of the bank in Addis Ababa city in the ten districts out of which a sample of 384 was drawn. The main instrument used was questionnaire. Both secondary and primary data were used. In measuring the effect of Integrated Marketing Communication Elements on Customer Base Brand Equity, the researcher conducted a percentage and mean analysis. To measure the effect on Customer Base Brand Equity, the researcher conducted a regression analysis; the study found some level of correlation between Integrated Marketing Communication Elements and Customer Base Brand Equity. However, the independent variables (Integrated Marketing Communication Elements) had a significant relationship with Customer Base Brand Equity (dependent). The correlation value showed significant association between the variables. The R² value indicates that approximately 75.6% (0.756) meaning Customer Base Brand Equity could be explained by using Integrated Marketing Communication Elements. Hence, the study indicated that the independent variables that are Integrated Marketing Communication elements (Personal Selling, Advertisement, Sales Promotion, Publicity/Public Relations and Direct Marketing) had a positive effect on Customer Base Brand Equity (dependent) of Commercial Bank of Ethiopia.
Key words: Customer Base Brand Equity, integrated Marketing Communication Elements