The Effect of Advertising and Discount on Development of Brand Equity: A Comparative Study of Anbessa and Ramsey Shoe Factories
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Date
2014-06
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Addis Ababa University
Abstract
The purpose of the study was to see the effects of advertising and discount on consumer
based brand equity. The research approach was quantitative and non probability
sampling technique was followed and 400 sample sizes were selected. The practical
implication of the study was Advertising play a key role on brand awareness, perceived
quality and brand loyalty but have a little impact on brand association in both
companies. But discounting didn’t contribute for brand equity dimensions and the overall
brand equity. And brand awareness has a significant influence on brand equity, (2) brand
association has a significant influence on brand equity, (3) perceived quality have a
significant influence on brand equity, (4) brand loyalty has a significant influence on
brand equity. But there were limitations, there is a single measure of overall brand equity
and the research is only conducted on one product category.
Keywords: advertising, sales promotion, Brand Equity
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Keywords
advertising, sales promotion, Brand Equity