The Role of Public Relation in Creating Brand Awareness: In the Case of Malta Guinness Ethiopia
No Thumbnail Available
Date
2021-08
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
This research aims to examine the role of public relations in creating brand awareness and indicate the effective public relation (PR) tools. According to Kotler et al. (2005), public relations defined as: building good relations with the company is various publics by obtaining favorable publicity, building up a good ‘corporate image’, and handling or heading off unfavorable rumors, stories and events. Major PR tools include press relations, product publicity, corporate communications, lobbying and counseling.
Public relations activities go a long way in making incomprehensible notoriety for the organization the studies employed qualitative approach. Primary and secondary data related for the study was conducted through structured questionnaire interview. The target population for the study was 350 the total employees of the company and 100 customers of the brand. The study sample was a total of 225; 100 customer and 125 employee respondents’ encompassing from direct PR department and other related department such as marketing, brand and sales. Purposive sampling technique were used to select the research sites and respondents. Out of the distributed 225 questionaries 157 of completed and returned thus, this makes the response percentage 72%. Mixed method of research approach is used to conduct this particular study. The rationale that researcher selected both qualitative and quantitative method approach was that the method allowed a researcher to collects and analyses data, integrates the findings and draws inferences using both qualitative and quantitative approaches or methods in a single study. Tashakkori and Creswell, (2007)
Constructed on the research problem and stated objectives, descriptive survey design was employed. To be conducting this research both qualitative and quantitative data have been used, assuming that it helps to gather a large variety of data related to the problem under consideration. In this research questionnaires are coded and checked for consistency to analyze the customer’s response by using Statistical Package for Social Science (SPSS) version 20 and the research method of data analysis with the help of quantitative and qualitative methods of statically tools the sequential explanatory strategy (Creswell, 2008) have been used.
The results of linear regressions exposed that public relation has a positive and significant effect on brand awareness with a standardized coefficient beta value (0.16), at 95% confidence level. Besides, the findings of the research show that Malta Gunnies Ethiopia public relation activities moderately takes place with required PR principles, standards and ethics but the company needs to consider improvements on the profession. Respects to PR exercises the major activity of public relations mostly played by the organization marketing and PR department is event and social media management. In general, the result shows that PR play a role of strategic messaging, communication facilitation, anticipating public’s opinion and problem solving respectively to the non-alcoholic drink brand Malta Gunnies Ethiopia. The brand awareness of Malta Gunnies has built by public relation somehow specially in recent years
Description
Keywords
Brand, Brand strategy, Brand awareness