Building Brand Equity through Advertising

The study examined the impact of advertising on building brand equity in Zimbabwe’s Tobacco Auction floors. In this study, 100 farmers were selected from 88 244 farmers registered in the four tobacco growing regions of country. A structured questionnaire was used as a tool to collect primary data. A pilot survey with 20 participants was initially conducted to test the reliability of the questionnaire. Results of the pilot study were analysed to...