THE EFFECT OF SALES PROMOTION ON BRAND IMAGE (THE CASE OF COMMERCIAL BANK OF ETHIOPIA)

Abstract

The main purpose of this study was to assess the effect of sales promotion on brand image on the case of Commercial Bank of Ethiopia. The individual perception about both monetary and non-monetary sales promotion tools effects and the overall success of the sales promotional campaign have been observed from the perspective of building up positive brand image and It have been assessed by conducting Survey Questionnaires. The data analysis was conducted through statistical techniques such as descriptive statistics, correlations and multiple linear regressions by using SPSS version 20 and the data has been analyzed by using explanatory method. From the sample size 385 prepared Questionnaires 320 Questionnaires were collected from CBE customer. After all the survey taken multiple linear analysis indicate us the rebate and free gift affects the brand image of the CBE and the coupon doesn’t affect the brand image of CBE.