EFFECT OF SELECTED PROMOTION ELEMENTS ON THE BRAND PERCEIVED QUALITY: THE CASE STUDY OF COMMERCIAL BANK OF ETHIOPIA

Abstract

The purpose of this study was to examine the impact of advertising, sales promotion and event sponsorship programs on brand perceived quality of Commercial Bank of Ethiopia. The population of the study was the customer of CBE in Addis Ababa south Addis district. Primary data was collected from customers of CBE from south Addis district branches using structured questionnaire by applying non-probabilistic sampling technique /Convenience sampling/ was used to determine the sample members for the customers. The researcher used person correlation and multiple regression analysis to analyze the data. The study applied Structural Equation Modeling to test hypotheses and determine the effect relationships between variables. The result of the study shows that, advertising, sales promotion and event sponsorship has a positively Effect on brand perceived quality of CBE. This study has recommended the exploitation of advertising and event sponsorship more in order to enhance brand perceived quality. CBE need to analyze the changing brand perceived of consumers and act as per this change while formulating and implementing selected promotional practices. It further recommends that further study should be done in understanding the effect of sales promotion activities in depth in order to enhance their contribution to brand perceived quality of the bank.