The Effect of Integrated Marketing Communication on Brand Awareness In Case Of Dashen Bank Bahirdar City Branches

W/senbet, Desalegn

dc.contributor.author	W/senbet, Desalegn
dc.date.accessioned	2022-09-29T07:59:29Z
dc.date.available	2022-09-29T07:59:29Z
dc.date.issued	2022-07
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/14280
dc.description.abstract	Banks compete fiercely with one another in the modern business environment because of aspects like rapid technological advancements, globalization, and the uniformity of bank services. Because of this, creating strong brands is essential for differentiating banks and enhancing the value of financial services. The purpose of this study was to examine the effect of integrated marketing communication tools on brand awareness in the case of Dashen Bank Bahir Dar city branches. The study used primary and secondary data and employed a convenience sampling technique to collect data from 400 customers. Key independent variables were identified. These independent are advertising, direct marketing, personal selling, public relations, and sales promotion. Data was analyzed using both descriptive and inferential statistics. Multiple regression was used to examine the effect of independent variables on brand awareness. The finding shows that all the independent variables, i.e., advertising, direct marketing, personal selling, public relations, and sales promotion, have a significant positive effect on brand awareness. The study recommends that in order to gain competitive advantage from the brand the organization should strive to integrate various marketing communication tools for maximum communication effect to the brand awareness. This study examined the controllable marketing communication tools' effects on brand awareness. For the future, researchers can study by including other factors like social media, interactive marketing, word-of-mouth advertising, etc. that affect brand awareness.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	The Effect of Integrated Marketing Communication on Brand Awareness In Case Of Dashen Bank Bahirdar City Branches	en_US
dc.type	Thesis	en_US