The Impact of Sales Promotion on Brand Equity: The Case of Brewery Industry

The effects of sales promotion on the creation of brand equity; effects of brand equity dimensions on overall brand equity; and the nature of inter-relationship among brand equity dimensions is a new area of research in Ethiopia. By adapting exploratory approach, the study assumed a positive sales promotion-brand equity dimensions-overall brand equity linkage in the Ethiopian beer market. Structural equation modeling (SEM) was used to verify the...