Subscribe Now Subscribe Today
Science Alert
 
Blue
   
Curve Top
Journal of Applied Sciences
  Year: 2015 | Volume: 15 | Issue: 8 | Page No.: 1120-1126
DOI: 10.3923/jas.2015.1120.1126
 
Facebook Twitter Digg Reddit Linkedin StumbleUpon E-mail

Relationship between the Integratedness Criteria of Marketing Communication Tools and Consumer Based Brand Equity (CBBE) in Iran’s Food Industry

Mahmoud Mohammadian, Vahid Nasehifar, Seyed Mohammad Taghi Taghavifard and Amir Ghafourian Shagerdi

Abstract:
Marketing communication tools play a significant role for a corporation to reach its goals, such as; promotion of the value of its brand. In this article, we are going to analyze the relationship between the integratedness criteria of marketing communication tools and Consumer Based Brand Equity (CBBE) and its different dimensions, such as; brand awareness, perceived quality, brand associations and brand loyalty. In this research we have used descriptive survey method and the target population was chosen out of marketing managers and experts of food companies accepted in stock exchange of Tehran and customers of their main brands. The data collected out of survey were analyzed through Structural Equation Modeling (SEM) the result of which suggests that there is a significant relationship between the integratedness criteria of marketing communication tools and consumer based brand equity. Therefore, it seems essential to pay more attention to criteria and indexes of integrated marketing communication tools to achieve and promote brand equity.
PDF Fulltext XML References Citation Report Citation
How to cite this article:

Mahmoud Mohammadian, Vahid Nasehifar, Seyed Mohammad Taghi Taghavifard and Amir Ghafourian Shagerdi, 2015. Relationship between the Integratedness Criteria of Marketing Communication Tools and Consumer Based Brand Equity (CBBE) in Iran’s Food Industry. Journal of Applied Sciences, 15: 1120-1126.

DOI: 10.3923/jas.2015.1120.1126

URL: https://scialert.net/abstract/?doi=jas.2015.1120.1126

COMMENT ON THIS PAPER
 
 
 

 

 
 
 
 
 
 
 
 
 

 
 
 
 
 
 
 

Curve Bottom