The Effect of Integrated Marketing Communication on Customer Based Brand Equity with Mediating Role of Corporate Reputation in Cellular Industry of Pakistan

Muhammad Mubushar

Authors

Muhammad Mubushar

Keywords:

perceived advertising spending, price promotion, public relations, corporate reputation, brand equity

Abstract

Purpose - In competitive environment the brand managers are under the pressure and the main headache of them how to build the brand equity for the identity, differentiation, and long term financial health of the company? This study investigates that whether marketers and brand managers should use the all the tool of marketing communication and which medium is stronger affect on the brand equity. Methodology/Design/Approach - This empirical study has been conducted in the area of Rawalpindi and Islamabad Pakistan. Data was collected from consumer of cellular phone with the help of adapted research questionnaire consisting of twenty five items for seven variables used in theoretical framework. Furthermore, SPSS software has been used for conducting reliability, correlation, regression, and mediation analysis. We have also used Baron and Kenny 2012. Practical implication - Setting the marketing strate-gies for the effective brand management and achieving the overall goals of companies the mangers should focus on advertising, direct marketing and public relation in Pakistani context. Findings - The most important element of integrated marketing communication is advertising which plays signi-ficant role to build the brand image in the eyes of customers. Secondly the price promotion also attracts the clientele and boosts the sale growth. The sale people is not contribute to building the brand equity according to the data of respondents due to sale persons of cellular deal only in the corporate sectors and facilitate the heavy users.

Downloads

How to Cite

The Effect of Integrated Marketing Communication on Customer Based Brand Equity with Mediating Role of Corporate Reputation in Cellular Industry of Pakistan. (2013). Global Journal of Management and Business Research, 13(E6), 21-30. https://journalofbusiness.org/index.php/GJMBR/article/view/1007

Download Citation

References

A, A (1991) Managing Brand Equity. 34(5), 125-137.

S Albright, W Winston, C Zappe (2009) Decision Making Using Microsoft Excel.

J Anselmsson, U Johansson, N Persson (2007) Understanding price premium for grocery products: a conceptual model of customer-based brand equity. 16(6), 401-414.

G Camera, M Carvalho (2004) A tutorial on Spatial Analysis of Areas.

François Carrillat, Alain D'astous (2012) The sponsorship‐advertising interface: is less better for sponsors?. 46(3/4), 562-574.

F Carrillat, A Astous (2012) The sponsorship-advertising interface: is less better for sponsors. 46(3), 562-574.

K Das (2002) Endowments and Rural Infrustructure: Issues Today.

K Desai (2000) Descriptive Chracteristics of Memory-Based Consideration Sets: Influence of Usage Occassion Frequency and Usage Location Familiarity. 309.

J Freund (1992) Mathematical Statistics.

John Hauser, Glen Urban (1986) The Value Priority Hypotheses for Consumer Budget Plans. 12(4), 446.

Olof Holm (2006) Integrated marketing communication: from tactics to strategy. 11(1), 23-33.

J Horowitz (1998) Bootstrap Methods for Covariance Structures. 39-61.

A Hsieh, C Li (2008) The moderating effect of brand image on public relations perception and customer loyalty. 26(1), 26-42.

Dima Jamali, Ramez Mirshak (2007) Corporate Social Responsibility (CSR): Theory and Practice in a Developing Country Context. 72(3), 243-262.

M Josep, M Daniel (2009) Exploring the Nature of the relationshipBetween CSR and Compe-17.

Philip Kotler (2017) Philip Kotler: some of my adventures in marketing. 9(2), 203-208.

L, K (1993) Conceptualizing, measuring, and managing customer-based brand equity. 57(4), 1-22.

Chu‐mei Liu (2002) The effects of promotional activities on brand decision in the cellular telephone industry. 11(1), 42-51.

G Low, J Mohr (2000) Advertising vs sales promotion:a brand management. 9(6), 89-414.

Scott Lynch (2007) Basics of Bayesian Statistics. 47-75.

M, J (2011) Effects of promotional-based advertising on brand associations. 20(4), 309-315.

P, K (2003) Marketing Management. 5(1), 242-256.

P Poon, G Albaum, P Chan, -F (2012) Managing trust in direct selling relationships. 30(5), 588-603.

Rajagopal (2006) Brand excellence: measuring the impact of advertising and brand personality on buying decisions. 10(3), 56-65.

Rosa Rios, Hernan Riquelme (2008) Brand equity for online companies. 26(7), 719-742.

Jennifer Rowley (2004) Online branding. 28(2), 131-138.

Phumisak Smutkupt, Donyaprueth Krairit, Do Ba Khang (2012) Mobile marketing and consumer perceptions of brand equity. 24(4), 539-560.

Steven Taylor, Kevin Celuch, Stephen Goodwin (2004) The importance of brand equity to customer loyalty. 13(4), 217-227.

Ahmed Tolba, Salah Hassan (2009) Linking customer‐based brand equity with brand market performance: a managerial approach. 18(5), 356-366.

Xiao Tong, Jana Hawley (2009) Measuring customer‐based brand equity: empirical evidence from the sportswear market in China. 18(4), 262-271.

A Trivedi (1998) Regression Analysis of Count Data.

J Xu, A Chan (2010) A conceptual framework of hotel experience and customer-based brand equity: Some research questions and implications. 22(2), 174-192.