The Effect of Marketing Communication Tools on Building Brand Equity: The Case of Dashen Bank S.C, Bahir Dar City Branches

Temariam Teshager

dc.contributor.author	Temariam Teshager
dc.date.accessioned	2021-08-20T09:21:33Z
dc.date.available	2021-08-20T09:21:33Z
dc.date.issued	2021-08
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/12533
dc.description.abstract	In a competitive market, building brand equity is a priority for organizations, because, firms with high brand equity have several advantages like competitive advantage, customer loyalty, long-term growth, and less exposure for competitive marketing actions. To build this brand equity, firms should use different marketing strategies. Marketing communication is one of the marketing strategies that is used by companies to inform and convince target customers towards the brand. The main purpose of this study was to investigate the effect of each marketing communication tool on building brand equity in the case of Dashen bank Bahir Dar city branches. Data were collected from 346 Customers receiving service at Dashen Bank's Bahir Dar city branches where respondents were sampled using convenience sampling. Descriptive statistics were employed which includes frequency, percentage, mean, and standard deviation. In addition, multiple regression was applied to assess the effect of marketing communication tools on building brand equity. According to the findings, all major marketing communication tools (advertising, public relations, sales promotion, personal selling, and direct marketing) significantly predict Brand equity with F=186.853 and sig = 0.000. The regression analysis coefficients shows that, advertising (β = .316, p = .000), public relations (β = .184, p = .000), sales promotion (β = .133, p = .000), personal selling (β = .272, p = .000), and direct marketing (β = .210, p = .000). Accordingly, the researcher concludes all major marketing communication tools have a positive and significant effect on brand equity with a p-value of .000 (which is < 0.05). Based on the results the researcher suggested the use of all major marketing communication tools in conjunction yields to have a strong brand equity for the company.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	The Effect of Marketing Communication Tools on Building Brand Equity: The Case of Dashen Bank S.C, Bahir Dar City Branches	en_US
dc.type	Thesis	en_US