Abstract
This study presents several dimensional conceptualizations of integrated marketing communications (IMC) and empirically develops its measurement instrument in chain store of Iran. These dimensions not only encompass important IMC activities identified in previous studies, but also include a newly identified dimension, relationship communications with existing customers. In this literature survey & focus group recognition the several constructs that effect the brand performance. Rigorous methodological guidelines were followed, including systematic steps of field interviews & Questionnaire, refinement, purification, and an empirical validation with a: large-scale survey with IMC practitioners and researchers in Iran Chain store. The objective of action research to Design & modify the IMC Model. The measurement instrument exhibits stable reliability and validity.
Highlights
In today’s dynamic environment Companies need to change significantly to accommodate themselves for growth and survival, and they should have feasible mode
In line with the action research, most of the professionals agree that effective structures for integrated marketing communications such as market orientation (MO), brand orientation (BO), customer orientation (CO) and etc. result in improvement of brand performance, so today significant effects of these structures on marketing communication is emphasized, because by integrating communication tools we can increase the market share, customer share and brand performance, and in the view of many communications experts, the issue, considered as a key advantage and competence in market (Duncan, principles of IMC, 2004)
It is recommended to conduct studies to measure model fitness which derived from research in various industries
Summary
In today’s dynamic environment Companies need to change significantly to accommodate themselves for growth and survival, and they should have feasible mode. Due to high complexity of organizational internal and environmental phenomena and the importance of effective communications for maintaining customers, companies can no longer use their communication tools in an ineffective and independent way and still achieve their goals in marketing communication and brand performance field. Taking these notes into consideration lead to provide improvement program, strengthen brand and enhance the stability in company’s marketing communications with customers which result in customer loyalty and satisfaction (Belch, Duncan, 2004-2005). This view is criticized by oppositions because they believe that the view lead to reduction in effectiveness of communications goals and increase in communication costs
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
