THE ROLE OF ADVERTISING IN BUILDING BRAND AWARENESS AND LOYALTY ON ABYSSINIA BANK

Abstract

The study aimed to investigate the role of advertising in building brand awareness and loyalty on the case of Abyssinia bank brand within wolkite selected bank. This study attempts to address research questions or problems that the central issue of bank industry is the problem of building its brand awareness and loyalty via advertising programs. It adopts, quantitative method, descriptive and explanatory research design to answer the research questions. Accordingly 200 close ended questionnaires were distributed to consumers of Abyssinia bank whose age is 18 years and above in wolkite selected bank distributed questioner from this bank using convenient sampling technique. Out of this, 147 questioners were used for analysis with response rate of 91.4%. Analysis and interpretation of the data was conducted by using descriptive and inferential statistical tools Empirical findings of the study showed that, advertising has positively affect brand loyalty, brand awareness and brand element. The implications of the study was a need for building brand awareness and loyalty to attract consumers of the product to control large market share ,managements should focus on the importance of using advertising effectively and design its brand elements