The study investigates the role of advertising and sales promotion on brand equity. An identical number of questionnaires were administered for the study of which 269 were accurately completed and returned. Descriptive analysis was carried out and the Statistical Package for Social Science was used to test the study’s hypothesis. Structural equation modelling (SEM) has been used to test the measurement and structural models. Advertising spends has a positive effect on brand loyalty and perceived quality and which are significant. More so, the advertising spends has a positive effect on band association, but insignificant. On the contrary, the advertising spends showed a negative effect on the perceived quality. Likewise, Attitudes toward advertisements have a negative effect on perceived quality, brand awareness and brand loyalty and significant. However, the Attitudes toward advertisements had a positive effect on brand association and significant. Monetary promotions have a positive effect on perceived quality and brand loyalty and significant. Also, monetary promotions had a negative association with brand association and brand awareness and significant. There is a positive effect of non-monetary promotions on brand associations and brand awareness and significant. However, non-monetary promotions positively influence perceived quality and brand loyalty but not significant.
Keywords: Angola, Brand Equity, LG, Sales Promotion.
