[Home ] [Archive]   [ فارسی ]  
:: Main :: About :: Current Issue :: Archive :: Search :: Submit :: Contact ::
:: Volume 5, Issue 11 (1-2019) ::
JPE 2019, 5(11): 30-44 Back to browse issues page
Effect of integrated marketing communication on brand value with the role of agency's reputation (including case study)
Maryam Alamdar khoolaki *, Abdollah Naami, Mohammad Taghipour
Abstract:   (470 Views)
Background and purpose :In today's world, the core capital of many organizations is the brand of that organization. In this research, the effect of integrated marketing communications on brand value has been considered with the mediating role of the reputation of the organization in Iranian insurance
Materials and methods:This study is applied in terms of its objective and it is descriptive in terms of method. The sample size is 384 from all Iranian insurance customers in the 5th district of Tehran. The sample is selected through available non-probabilistic method on the basis of the Cochran formula. Kolmogorov-Smirnov, one-sample t-test, and regression are used to investigate the effect of the hypotheses.
Results:The findings show that managers should pay more attention to the brand value causal order. Managers should first consider brand awareness as a reference tool in the context of brand communication, both from the customer's point of view and perceived brand features. As a way to create more loyalty, managers should focus more on brand communication
Conclusion:The results of this research show that advertising affect the brand value with the mediating role of organization’s reputation in Iranian insurance and Iran's insurance can have an impact on better understanding of users, so that users will be loyal to the brand and become more prominent in the organization.
Keywords: Brand value - reputation of organization – Insurance
Full-Text [PDF 8514 kb]   (92 Downloads)    
Type of Study: Applicable | Subject: مهندسی صنایع
Received: 2017/08/29 | Accepted: 2019/02/2 | Published: 2019/07/2
Send email to the article author

Add your comments about this article
Your username or Email:

CAPTCHA


XML   Persian Abstract   Print


Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

alamdar khoolaki M, naami A, Taghipour M. Effect of integrated marketing communication on brand value with the role of agency's reputation (including case study). JPE. 2019; 5 (11) :30-44
URL: http://jpe.mazums.ac.ir/article-1-159-en.html


Volume 5, Issue 11 (1-2019) Back to browse issues page
Journal of Process Engineering

با عرض سلام
 لطفا طبق توضیحاتی که شفاها خدمت شما، عرض شد. در قسمت بارگذاری فایل فرعی باید فرم تعهد نامه پیوست شود.
 در قسمت فایل بدون نام نویسندگان ، فایل مقاله (که نام نویسندگان هم در چکیده فارسی و هم انگلیسی حذف شده باشد) بارگذاری شود.

و در قسمت بارگذاری فایل اصلی(مشخصات نویسندگان هم در چکیده فارسی و هم انگلیسی و به صورت فایل word) بارگذاری کنید .
 لطفا به نکات راهنمای تدوین برای نویسندگان توجه کافی شود و پس از اماده نمودن مقاله نسبت به بارگذاری آن اقدام نمایید

با تشکر 13/10/95

Persian site map - English site map - Created in 0.06 seconds with 32 queries by YEKTAWEB 4075