The Effect of Advertising and Discount on Development of Brand Equity: A Comparative Study of Anbessa and Ramsey Shoe Factories
| dc.contributor.advisor | Takele, Yitbarek (PhD) | |
| dc.contributor.author | Ahmed, Endres | |
| dc.date.accessioned | 2018-10-29T08:51:34Z | |
| dc.date.accessioned | 2023-11-04T09:02:41Z | |
| dc.date.available | 2018-10-29T08:51:34Z | |
| dc.date.available | 2023-11-04T09:02:41Z | |
| dc.date.issued | 2014-06 | |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/13345 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | advertising | en_US |
| dc.subject | sales promotion | en_US |
| dc.subject | Brand Equity | en_US |
| dc.title | The Effect of Advertising and Discount on Development of Brand Equity: A Comparative Study of Anbessa and Ramsey Shoe Factories | en_US |
| dc.type | Thesis | en_US |