Njawa, Junior John2024-10-312024-10-312015APAhttps://scholar.mzumbe.ac.tz/handle/123456789/1603A dissertation submitted as a partial/fulfillment of the requirements for award of the Degree of Master of Business Administration (MBA) of Mzumbe UniversityThe 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 effectiveenAdvertisingorganizational PerformanceTigo telecommunication networkBrand LoyaltyConsumer BehaviorThesis