The effects of promotional mix tools on brand equity among hospitals in Nairobi County
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Date
2015
Authors
Charanah, Johnson
Njuguna, Reuben K.
Journal Title
Journal ISSN
Volume Title
Publisher
Circle Research Centre
Abstract
Brand equity is a marketing strategy and can be created and maintained for the benefit of an organisation. Building brand equity entails promotional activities that create value for the brand and increasing the ability to recall or recognise it. Advertising has the ability of changing the favourability and strength of a brand. This study sought to establish the effect of advertising on brand equity. The study adopted a descriptive survey research design with the target population being the staff of NHIF accredited hospitals in Nairobi County. Using a combination of stratified and simple random sampling, a sample size of 100 was selected. The data instrument used was structured questionnaires which were filled and collected back for analysis. Using SPSS, descriptive statistics of frequency distribution and central tendency were applied to analyse the data. Regression tests were used to determine the relationship between the variables. The study established that advertisement affects brand equity among the hospitals with a significant correlation R= 0.517, such that it determines 32.6% variance of brand equity. The study recommends that the hospitals should consider adopting advertisement as strategy for enhancing their brand equity among people. The study also recommends a further study on ways to maintain brand equity and determine the effectiveness of brand equity creation to hospitals.
Description
Keywords
Brand equity, Advertising, Promotional activities
Citation
International Journal of Sales, Retailing and Marketing Vol. 4,No. 6; 2015