The Role Of Advertising And Pricing In Building Brand Equity For New Brands The Case Of Walia Beer In Addis Ababa

This study was carried out with the intention of examining the role advertising and pricing playrnin building brand equity. The study focuses on a new beer brand; Walia and attempts to find outrnthe impact of these two selected marketing mix elements on brand awareness, perceived quality,rnbrand association, and brand loyalty dimensions of the beer brand which intern affects itsrnoverall brand equity. For this study, accessible population of 325 beer consumers who have triedrnWalia beer at least ones was conveniently selected. A structured questionnaire was used torncollect data form respondents by using a self-administered data collection system. Data analysisrnmainly took place in AMOS 20.0 and SPSS 21.0 through Structural Equation Modeling (SEM) torntest hypothesized causal relationships. The study found out that consumers’ perception ofrnadvertising spend by brands affects brand equity through the four brand equity dimensions. Onrnthe other hand, consumers Price perception was found to have no significant effect on bothrnperceived quality and brand equity

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