The effects of promotional mix tools on brand equity among hospitals in Nairobi County

Simple item page
dc.contributor.authorCharanah, Johnson
dc.contributor.authorNjuguna, Reuben K.
dc.date.accessioned2015-10-29T13:43:01Z
dc.date.available2015-10-29T13:43:01Z
dc.date.issued2015
dc.description.abstractBrand 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.en_US
dc.identifier.citationInternational Journal of Sales, Retailing and Marketing Vol. 4,No. 6; 2015
dc.identifier.issn2045-810X
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/13829
dc.language.isoenen_US
dc.publisherCircle Research Centre
dc.subjectBrand equityen_US
dc.subjectAdvertisingen_US
dc.subjectPromotional activitiesen_US
dc.titleThe effects of promotional mix tools on brand equity among hospitals in Nairobi Countyen_US
dc.typeArticleen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
The effects of promotional mix tools on brand equity among hospitals in Nairobi.pdf
Size:
139.33 KB
Format:
Adobe Portable Document Format
Description:
Full Text Article
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
RP-Department of Business Administration