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The aim of this study was to examine the effects of advertising on organizational
performance with a case study of Tigo telecommunication network. The specific
objectives of the study entailed, to examine the extent to which Brand awareness
relates to organizational performance, to establish the extent to which Brand loyalty
relates to organizational performance, to assess the extent to which Brand equity
relates to organizational performance.
The population under this study included Tigo employees. Data were collected
through questionnaires, interviews, and documentary review. The analysis of primary
data was done with Statistical Package for Social Science (SPSS).
The findings revealed that, brand awareness, brand loyalty, and brand equity have a
significance influence on organizational performance. The findings also reveal that
proper advertising techniques are very important in an organization.
The study recommends that, companies should at all times to have a planned and
systematic advertising campaigns program, as it would help to make promotional
implementation effective. |
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