The Role of Selected Promotional Elements in Building Brand Equity: The Case of Commercial Bank of Ethiopia

This study was carried out with the intention of examining the role of selected promotional elements in building brand equity by taking the case of Commercial Bank of Ethiopia (CBE). The research tried to look at the effect of television and radio advertising, non-price sales promotion and sponsorship programs that are used by the bank in positively contributing to the development of brand equity through the mediating dimensions of brand equity. These dimensions namely, brand awareness, brand association, perceived quality and brand loyalty are conceptualized as mediation routes between promotional elements and brand equity. Primary data was collected from customers of CBE from branches in Addis Ababa using structured questionnaire by applying non-probability sampling techniques. The study applied Structural Equation Modeling to test hypotheses and determine the effect relationships between variables. The study found out that, television advertising, non-price sales promotion and sponsorship programs of CBE positively affect brand equity through the four brand equity dimensions. On other hand, radio advertising was found to have no effect on the dimensions and the resulting brand equity.