Abstract: The main objective of the study was to determine the extent of relationship between advertising promotion strategies and brand equity. For this study, the accessible target population was 36 members of staff and 116 customers of Proctor and Gamble and Unilever Companies Limited. The main primary data collection instrument that was used was a questionnaire. The data was analyzed by the use of inferential data analysis tools. Using the correlation values the researcher concluded that there was strong positive relationship between advertising strategy and brand equity in Ariel washing powder and that the relationship is significant while there was a weak positive relationship between advertising strategy and brand equity in Omo washing powder. The correlation reported was positive and using the Pearson correlation (r) value, then the researcher can conclude that the relationship was statistically significant.
Keywords: Advertising Strategy, Brand Equity, Promotion Strategy
Title: ADVERTISING PROMOTION STRATEGY AND BRAND EQUITY: A COMPARATIVE STUDY OF ARIEL AND OMO WASHING POWDERS, NAIROBI – KENYA
Author: Verah Bosibori Mogire, Margaret Oloko
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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