The Effect Of Advertising And Discount On Development Of Brand Equity A Comparative Study Of Anbessa And Ramsey Shoe Factories

The purpose of the study was to see the effects of advertising and discount on consumerrnbased brand equity. The research approach was quantitative and non probabilityrnsampling technique was followed and 400 sample sizes were selected. The practicalrnimplication of the study was Advertising play a key role on brand awareness, perceivedrnquality and brand loyalty but have a little impact on brand association in bothrncompanies. But discounting didn’t contribute for brand equity dimensions and the overallrnbrand equity. And brand awareness has a significant influence on brand equity, (2) brandrnassociation has a significant influence on brand equity, (3) perceived quality have arnsignificant influence on brand equity, (4) brand loyalty has a significant influence onrnbrand equity. But there were limitations, there is a single measure of overall brand equityrnand the research is only conducted on one product category.rnKeywords: advertising, sales promotion, Brand Equity

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