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The Effect of Sales Promotion on Brand Awareness and Brand Loyalty: Assessment of Walia Beer Brand Management Practices


Affiliations
1 Marketing Expert and Instructor, Research and Consultancy Office, Catering and Tourism Training Institute, Ministry of Culture and Tourism, Addis Ababa, Ethiopia
2 Assistant Professor of Business Leadership, Department of Marketing Management, College of Business and Economics School of Commerce, Addis Ababa University, Addis Ababa, Ethiopia
     

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Sales promotions have become one of the preferred methods of marketing communication. However, there is a debate on whether sales promotion has a positive effect on brand awareness and brand loyalty. So, the purpose of this study was to examine the effect of sales promotion on brand awareness and brand loyalty; and the relationship between brand awareness and brand loyalty. The research employed explanatory research design to identify any causal links between sales promotion, and brand awareness and brand loyalty. Primary data were collected from a sample of 389 Walia beer consumers using convenient sampling technique; and data were collected using a five-point Likert-type scale, ranging from ‘strongly disagree’ (1) to ‘strongly agree’ (5). Data were entered into SPSS 20, and analysis of the measurement and structural models were made using AMOS 20. The findings revealed that sales promotion has a positive and significant effect on brand awareness and brand loyalty; and awareness has a positive effect on brand loyalty. This indicates that beyond its usual immediate impact on sales volume, sales promotion has an effect on branding.

Keywords

Brand Awareness, Brand Loyalty, Sales Promotional Activities
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  • The Effect of Sales Promotion on Brand Awareness and Brand Loyalty: Assessment of Walia Beer Brand Management Practices

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Authors

Fikirte Belachew Tufa
Marketing Expert and Instructor, Research and Consultancy Office, Catering and Tourism Training Institute, Ministry of Culture and Tourism, Addis Ababa, Ethiopia
Mesfin Workineh Melese
Assistant Professor of Business Leadership, Department of Marketing Management, College of Business and Economics School of Commerce, Addis Ababa University, Addis Ababa, Ethiopia

Abstract


Sales promotions have become one of the preferred methods of marketing communication. However, there is a debate on whether sales promotion has a positive effect on brand awareness and brand loyalty. So, the purpose of this study was to examine the effect of sales promotion on brand awareness and brand loyalty; and the relationship between brand awareness and brand loyalty. The research employed explanatory research design to identify any causal links between sales promotion, and brand awareness and brand loyalty. Primary data were collected from a sample of 389 Walia beer consumers using convenient sampling technique; and data were collected using a five-point Likert-type scale, ranging from ‘strongly disagree’ (1) to ‘strongly agree’ (5). Data were entered into SPSS 20, and analysis of the measurement and structural models were made using AMOS 20. The findings revealed that sales promotion has a positive and significant effect on brand awareness and brand loyalty; and awareness has a positive effect on brand loyalty. This indicates that beyond its usual immediate impact on sales volume, sales promotion has an effect on branding.

Keywords


Brand Awareness, Brand Loyalty, Sales Promotional Activities

References