The Effect of Promotional Tools on Brand Image: The case of Diageo, Meta Abo Breweries S.C

Abstract

The research paper presents the effect of promotional tools on brand image of Malta Guinness Malt. It assesses Malta Guinness Malt’s promotional elements influence on brand image. The study is conducted in Addis Ababa. It is assessed by conducting survey questionnaires to Malta Guinness target consumers who were selected using cluster and convenience sampling. A sample size of 290 customers’ data was collected and the data was analyzed by using liner regression. This study investigated the effects of promotional tools on brand image. The promotional tools such as advertising, sponsorship and non-monetary promotion have been conceptualized to investigate the factors which can be effective for brand image. A computer program which is commonly called statistical package for social science (SPSS) was used to process the collected data. The output of linear regression model identified statistically significant positive effects amongst drivers of brand image. The result showed that advertising, sponsorship, and non-monetary promotion of the promotional tools of Malta Guinness Malt significantly influence it’s the brand image. Therefore, it is recommended that marketers and brand managers of the company should focus their efforts on these significant factors influencing the brand image. Moreover further investments on advertising in designing their marketing strategies in order to be proficient and build a strong brand image in the long term.