Importance Of Integrated Marketing Communication Components Regarding Brand Promotion And Their Effects On Company Performance: An Empirical Research

  • Serdar Ercis Faculty Of Communication, Ataturk University
Keywords: Marketing Communication, Brand Equity, Company, Performance

Abstract

Competition intensifying with the rapidly changing environment necessitates the companies to be more effective in their performance and makes it inevitable for them to support the effectiveness of the performance with integrated  marketing  communication  components. This study examines the relationship between integrated marketing communication components and company performance. More specifically, the objective of the research is to empirically test the integrated marketing communication and its applications in the Turkish Beverage Sector and to evaluate the brand equity and company performance. A two­phase research is designed to examine the relationship between integrated marketing communications and applied to  beverage sector. At  the first  phase, an exploratory research is  carried  out  for  the concept and the basic characteristics oriented towards the concept to be understood better. Whereas at the second phase, the scale and the hypothesis developed by Reid (2002) are tested. Data is collected with face­to­face interview method by using questionnaire form.  It is determined from  the results of multi­regression  analysis  that the  integrated  marketing communication components have a positive effect on  the company performance and brand equity.According to the results of this study, Companies in creating brand value and ensuring efficiency in terms of company performance,  managers  of  the  company is  a leading property. This aspect will contribute to future research.

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Published
2011-03-10
Issue
Vol 1 (2011)
Section
Articles
Copyright (c) 2011 Serdar Ercis

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