AN INVESTIGATION OF THE RELATIONSHIP AMONG INTEGRATED MARKETING COMMUNICATION IMC , BRAND PERFORMANCE AND MARKET PERFORMANCE

Abstract

The aim of our study is to explain one of the most discussed marketing conceps Integrated Marketing Communication IMC and it’s effects and relationship with brand performance BP and market performance MP . In our study, a field work is done in order to contribute the discussions related to the subject, and by making a structural equation analysis with the data obtained from surveys, the truth of academicians’ and professionals’ thoughts about this direction is confirmed once again. In conclusion, clarifying IMC’s postivie effect on brand performance and brand performances positive effect on market performance, eventually concretizes that IMC yields significant advantages for competitive firms to forge ahead

Keywords

• Integrated Marketing Communication,Brand Performance,Market

BÜTÜNLEŞİK PAZARLAMA İLETİŞİMİ, MARKA PERFORMANSI VE PAZAR PERFORMANSI İLİŞKİSİNİN İNCELENMESİ

Öz

Çalışmamızın amacı son yıllarda pazarlama alaında çok tartışılan kavramlarından bir tanesi olan Bütünleşik Pazarlama İletişiminin BPİ işletmelerin Marka Performansına MP ve nihai olarak da Pazar Performansına PP etkilerini açıklamaktır. Çalışmamızda, konuyla ilgili literatürdeki tartışmalara katkı sağlamak amacıyla bir saha araştırması yapılmış, anketlerden elde edilen veriler yapısal eşitlik modellemesi yöntemiyle analiz edilerek, akademisyenler ve profesyonellerin bu yöndeki düşüncelerinin doğruluğu bir kere daha ortaya konulmuştur. Sonuç olarak BPİ’nin, pazar performansı üzerine olumlu etkisi yaptığı ortay konularak, rekabette öne geçmek isteyen firmalar için bütünleşik pazarlama iletişimin önemli katkı sağladığı belirlenmiştir.

Anahtar Kelimeler

• Bütünleşik Pazarlama İletişimi,Marka Performansı,Pazar

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