The Effects of Advertising Spending and Event Sponsorship on Brand Equity in the Ethiopian Brewery Industry

The Effects of Advertising Spending and Event Sponsorship on Brand Equity in the Ethiopian Brewery Industry

Gashaw Tibebe

Contact

Salelaw

Contact

Amanpreet Singh

Contact

Punjabi University

Article Fingerprint

ReserarchID

EWEDQ

AI TAKEAWAY

Connecting with the Eternal Ground

Abstract

The field of branding and brand equity is new area of research in Ethiopia. The study adapts an exploratory approach to measure the effects of advertising spending and event sponsorship effect on consumer-based brand equity because there is no study conducted in the Ethiopia beer market. Accordingly, the study assumes advertising spending and event sponsorships affecting brand equity dimensions positively. Hence, a conceptual model has been built and structural equation modeling (SEM) is used to verify the model. The brand equity dimensions (brand awareness, brand association, perceived quality and brand loyalty) are the dimensions the study was conceptualized and used to measure consumer-based brand equity. A quantitative research was undertaken and a cross-sectional descriptive survey research design in nature was applied in the study.The study confirmed that from advertising spending intensity: television advertising spending has a positive effect on brand awareness; and outdoor advertising has a positive effect on brand awareness, brand association, and perceived quality.

References

72 Cites in Article

Reference Format

David Aaker (1991). Managing the most important assets: Brand equity.
S Agres,T Dubitsky (1996). Changing needs for brands.
K Ailawadi,R Donald,A Scott (2003). Revenue premium as an outcome measure of brand equity.
M Ataman,H Van Heerde,C Mela (2010). The long-term effect of marketing strategy on brand sales.
A Baldinger (1992). What CEOs Are Saying About Brand Equity: A Call to Action For Researchers.
P Barwise (1993). Brand equity: snark or boojum?.
R Batra,J Myers,D Aaker (1996). Advertising Management.
M Bendixen,K Bukasa,R Abraat (2003). Brand Equity in the Business-to-Business Market.
K Bollen (1989). Structural Equations with Latent Variables.
William Boulding,Eunkyu Lee,Richard Staelin (1994). Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?.
Isabel Buil,Leslie De Chernatony,Eva Martínez (2010). Examining the role of advertising and sales promotions in brand equity creation.
I Buil,L De Chernatony,E Martinez (2008). A cross-national validation of the consumer-based brand equity scale.
Arjun Chaudhuri,Morris Holbrook (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.
C Chou,P Bentler (195). Estimates and tests in structural equations modeling.
S Chu,H Keh (2006). Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings.
C Cobb-Walgren,C Ruble,N Donthu (1995). Brand equity, brand preference, and purchase intent.
T Cornwell,Isabelle Maignan (1998). An International Review of Sponsorship Research.
James Crimmins,Martin Horn (1996). Sponsorship: From Management Ego Trip to Marketing Success.
N Dawar,P Parker (1994). Marketing universals: consumers' use of brand name, price,physical appearance, and retailer reputation as signals of product quality.
Leslie De Chernatony (2006). From Brand Vision to Brand EvaluationA Strategic Process for Building Integrated Brands.
E Delgado-Ballester,J Munuera-Aleman (2001). Brand trust in the context of consumer loyalty.
A Dick,K Basu (1994). Customer Loyalty: Toward an Integrated Conceptual Framework.
Andrew Ehrenberg,Gerald Goodhardt,T Barwise (1990). Double Jeopardy Revisited.
Claes Fornell,David Larcker (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.
Timothy Graeff (1997). Consumption situations and the effects of brand image on consumers' brand evaluations.
Kevin Gwinner,John Eaton (1999). Building Brand Image Through Event Sponsorship: The Role of Image Transfer.
J Hair,W Black,B Babin,R Anderson (2010). Multivariate data analysis: A global perspective.
Janet Hoek,Philip Gendall,Michelle Jeffcoat,David Orsman (1997). Sponsorship and advertising: a comparison of their effects.
R Hoyle,A Panter (1995). Writing about structural equation models.
Rong Huang,Emine Sarigöllü (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix.
Wagner Kamakura,Gary Russell (1991). Measuring brand value with scanner data.
W Kamakura,G Russell (1993). Measuring Brand ValueWith Scanner Data.
A Kazemi,S Hosseini,M Moradi (2013). An Analysis of Influential Factors of Brand Equity and Its Impact on Consumer Buying Decision-The Selected Branches of Mellat Bank in Bushehr City as Case Study.
K Keller (2003). Strategic Brand Management: Building, Measuring and Managing BrandEquity, Second Edition.
K Keller (2007). Strategic Brand Management: Building, Measuring, and Managing Brand Equity..
K Keller (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity..
K Keller,M Parameswaran,I Jacob (2011). Strategic Brand Management: building, measuring, and managing Brand Equity.
J Kim,Y Hyun (2011). A Model to Investigate the Influence of marketing-mix Efforts and Corporate Image on Brand Equity in the IT Software Sector.
A Kirmani,P Wright (1989). Money Talks: Perceived Advertising Expenditures and Expected Product Quality.
P Kotler (2000). Marketing Management.
P Kotler,K Keller (2006). Marketing management.
P Kotler,K Keller (2012). Marketing Management, 14th Ed.
H Krishnan (1996). Characteristics of memory associations: A consumer-based brand equity perspective.
Anne Martensen,Lars Grønholdt,Lars Bendtsen,Martin Jensen (2007). Application of a Model for the Effectiveness of Event Marketing.
R Mcdonald (1978). A simple comprehensive model for the analysis of covariance structures.
T Meenaghan (1996). Ambush marketing: a threat to corporate sponsorship.
J Morton (1994). Predicating brand preference.
Munyaradzi Mutsikiwa,Clay Basera,Kossam Dhliwayo,Jonatan Muzangwa (2013). The Effectiveness of Marketing Mix Strategies on Competitiveness: A Case of Food Micro and Small Enterprises in Masvingo, Zimbabwe..
Richard Netemeyer,Balaji Krishnan,Chris Pullig,Guangping Wang,Mehmet Yagci,Dwane Dean,Joe Ricks,Ferdinand Wirth (2004). Developing and validating measures of facets of customer-based brand equity.
J Nunnally,I Bernstein (1994). Psychometric Theory.
R Oliver (1999). Whence consumer loyalty.
C Park,V Srinivasan (1994). A survey based method for measuring and understanding brand equity and its extendibility.
Arvind Rangaswamy,Raymond Burke,Terence Oliva (1993). Brand equity and the extendibility of brand names.
B Schmitt,D Rogers,K Vrotsos (2003). Ther's no business that's not show business: marketing in an experience culture.
A Sequeira,B Mohan (2012). Customer-Based Brand Equity in the Fast Moving Consumer Goods Industry in India.
J Sneath,Z Finney,A Close (2005). An IMC approach to event marketing: the effects of sponsorship and experience on customer attitudes.
D Soberman (2009). Marketing agencies, media experts and sales agents: helping competitive firms improve the effectiveness of marketing.
R Srivastava,A Shocker (1991). Brand equity: A perspective on its meaning and measurement report.
Steven Taylor,Kevin Celuch,Stephen Goodwin (2004). The importance of brand equity to customer loyalty.
S Taylor,P Todd (1995). Understanding Information Technology Usage: A Test of Competing Models.
X Tong,J Hawley (2009). Measuring customer-based brand equity: empirical evidence from the sportswear market in China.
Rodolfo Vázquez,A Del Río,Víctor Iglesias (2002). Consumer-based Brand Equity: Development and Validation of a Measurement Instrument.
A Villarejo-Ramos,M Sanchez-Franco (2005). The impact of market-ing communication and price promotion on brand equity.
Björn Walliser (2003). An international review of sponsorship research: extension and update.
Fang Wang,Xiao-Ping (steven) Zhang,Ming Ouyang (2009). Does advertising create sustained firm value? The capitalization of brand intangible.
H Wang,Y Wei,C Yu (2008). Global brand equity model: customer-based with product-market outcome approaches.
J Xu,A Chen (2010). A conceptual framework of hotel experience and customersbased brand equity.
B Yoo,N Donthu,S Lee (2000). An examination of selected marketing mix elements and brand equity.
Boonghee Yoo,Naveen Donthu (2001). Developing and validating a multidimensional consumer-based brand equity scale.
B Yoo,N Donthu,S Lee (2000). An Examination of Selected Marketing Mix Elements and Brand Equity.
Lia Zarantonello,Bernd Schmitt (2013). The impact of event marketing on brand equity.
Valarie Zeithaml (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.

Download References

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Gashaw Tibebe. 2016. \u201cThe Effects of Advertising Spending and Event Sponsorship on Brand Equity in the Ethiopian Brewery Industry\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 15 (GJMBR Volume 15 Issue E10).

More Citation Formats

Select Citation Style:

Download Citation

GJMBR Volume 15 Issue E10

Explore Journals Explore Volume Read This Issue

Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Not Found

Classification

GJMBR-E Classification JEL Code: M37

Submission ReceivedFebruary 6, 2015
Peer Review Double Blind
Handling Editor
Accepted March 3, 2015
Published March 15, 2015

Version of record

v1.2

Issue date

January 6, 2016

Language

Experiance in AR

Explore published articles in an immersive Augmented Reality environment. Our platform converts research papers into interactive 3D books, allowing readers to view and interact with content using AR and VR compatible devices.

View in VR

Read in 3D

Your published article is automatically converted into a realistic 3D book. Flip through pages and read research papers in a more engaging and interactive format.

View in 3D

Article Matrices

Total Score: 103

Country: India

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Salelaw, Gashaw Tibebe, Amanpreet Singh (PhD/Dr. count: 0)

View Count (all-time): 178

Total Views (Real + Logic): 4061

Total Downloads (simulated): 2073

Publish Date: 2016 01, Wed

Monthly Totals (Real + Logic):

Month 1: 46 views
Month 2: 45 views
Month 3: 39 views
Month 4: 44 views
Month 5: 28 views
Month 6: 28 views
Month 7: 28 views
Month 8: 38 views
Month 9: 35 views
Month 10: 30 views
Month 11: 42 views
Month 12: 36 views
Month 13: 21 views
Month 14: 31 views
Month 15: 37 views
Month 16: 23 views
Month 17: 42 views
Month 18: 24 views
Month 19: 29 views
Month 20: 33 views
Month 21: 18 views
Month 22: 45 views
Month 23: 36 views
Month 24: 34 views
Month 25: 14 views
Month 26: 17 views
Month 27: 36 views
Month 28: 26 views
Month 29: 41 views
Month 30: 33 views
Month 31: 46 views
Month 32: 46 views
Month 33: 30 views
Month 34: 42 views
Month 35: 16 views
Month 36: 22 views
Month 37: 25 views
Month 38: 27 views
Month 39: 33 views
Month 40: 20 views
Month 41: 25 views
Month 42: 15 views
Month 43: 30 views
Month 44: 17 views
Month 45: 11 views
Month 46: 25 views
Month 47: 40 views
Month 48: 25 views
Month 49: 35 views
Month 50: 41 views
Month 51: 41 views
Month 52: 34 views
Month 53: 45 views
Month 54: 42 views
Month 55: 45 views
Month 56: 37 views
Month 57: 38 views
Month 58: 28 views
Month 59: 41 views
Month 60: 23 views
Month 61: 29 views
Month 62: 29 views
Month 63: 11 views
Month 64: 25 views
Month 65: 32 views
Month 66: 43 views
Month 67: 38 views
Month 68: 32 views
Month 69: 30 views
Month 70: 17 views
Month 71: 35 views
Month 72: 38 views
Month 73: 18 views
Month 74: 18 views
Month 75: 27 views
Month 76: 38 views
Month 77: 32 views
Month 78: 29 views
Month 79: 21 views
Month 80: 42 views
Month 81: 43 views
Month 82: 12 views
Month 83: 24 views
Month 84: 35 views
Month 85: 40 views
Month 86: 35 views
Month 87: 39 views
Month 88: 36 views
Month 89: 27 views
Month 90: 33 views
Month 91: 41 views
Month 92: 38 views
Month 93: 36 views
Month 94: 18 views
Month 95: 13 views
Month 96: 45 views
Month 97: 32 views
Month 98: 29 views
Month 99: 21 views
Month 100: 30 views
Month 101: 33 views
Month 102: 26 views
Month 103: 32 views
Month 104: 18 views
Month 105: 24 views
Month 106: 41 views
Month 107: 26 views
Month 108: 30 views
Month 109: 43 views
Month 110: 33 views
Month 111: 29 views
Month 112: 14 views
Month 113: 36 views
Month 114: 25 views
Month 115: 24 views
Month 116: 41 views
Month 117: 28 views
Month 118: 30 views
Month 119: 39 views
Month 120: 29 views
Month 121: 30 views
Month 122: 63 views
Month 123: 53 views
Month 124: 35 views
Month 125: 32 views

Total Views: 4061

Total Downloads: 2073

2026 Trends

Our website is actively being updated, and changes may occur frequently. Please clear your browser cache if needed. For feedback or error reporting, please email [email protected]