The Effect Of Advertising And Sales Promotion On Brand Equity In The Ethiopian Beer Industry

The purpose of this study was to examine the effect of advertising and sales promotions on brand equity in the Ethiopian beer industry. The researcher came up to this objective by studying advertising from television advertising and Radio advertising perspective, as well as analyzing both monetary and non-monetary sales promotions. The study was a cross sectional survey research, based on survey of 384 beer consumer in Addis Ababa, this study focus on beer products in Ethiopian market at least one year in the market. Since currently there are six brands in the market which are manageable in number all are included in the study as product stimuli they are: Bedele, Dashen, Harar, Meta, St.George and Waliya. On the basis of this study, it was found out that , advertising is an important promotion mix tool for brewery companies influencing brand equity. While sales promotion is the least effective variable. This suggests that the brewery should focus on advertising rather than sales promotion

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