The Effect of Advertising on Brand Equity: A Study on Flintstone Homes
No Thumbnail Available
Date
2018-04-23
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The field of branding and brand equity is new area of research in Ethiopia. Furthermore, there is very little work concentrating on systematic investigations of the effects of advertising on brand equity in the real-estate sector. This study elucidates the relationships between the marketing mix element -advertising- and brand equity. In particular, the study focuses on advertising from a quantitative (perceived advertising spending) and qualitative (individuals' attitudes toward the advertisements, advertisement message’s content, and advertisement media) perspectives and its effect on building consumer based brand equity. The research approach was quantitative and multistage sampling technique was followed. It has been surveyed on 348 selected samples in Addis Ababa’s five sub-cities.
Findings show that the content of advertising plays a key role influencing brand equity dimensions, whereas advertising spend improves brand awareness but it is not enough to positively influence other brand equity dimensions. The paper also finds distinctive effects of advertisement message’s content and advertisement media on brand equity. In addition the results show that companies can optimize the brand equity management process by considering the relationships existing between the different aspects of advertising and dimensions of brand equity.
Description
Keywords
Advertising, Brand Equity, Brand Equity Dimension