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Effect of integrated marketing communication on brand value with the role of agency's reputation (including case study)
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| Maryam Alamdar khoolaki *, Abdollah Naami, Mohammad Taghipour |
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Abstract: (526 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. |
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| Keywords: Brand value - reputation of organization – Insurance |
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Full-Text [PDF 8514 kb]
(100 Downloads)
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Type of Study: Applicable |
Subject:
مهندسی صنایع
Received: 2017/08/29 | Accepted: 2019/02/2 | Published: 2019/07/2
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