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

Gashaw Tibebe
Gashaw Tibebe * §
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Amanpreet Singh
Amanpreet Singh
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§ Punjabi University Punjabi University

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

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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.

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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, Amanpreet Singh. 2016. "The Effects of Advertising Spending and Event Sponsorship on Brand Equity in the Ethiopian Brewery Industry". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 15 (GJMBR Volume 15 Issue E10).

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
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GJMBR-E Classification JEL Code: M37
  • Submission ReceivedFebruary 6, 2015
  • Peer Review Double Blind
    Handling Editor
  • Accepted March 3, 2015
  • Published March 15, 2015
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v1.2

Issue date
January 6, 2016

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

Gashaw Tibebe
Gashaw Tibebe Punjabi University
Amanpreet Singh
Amanpreet Singh
  • Submission ReceivedFebruary 6, 2015
  • Peer Review Double Blind
    Handling Editor
  • Accepted March 3, 2015
  • Published March 15, 2015