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

Kaynakça

1. Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
2. Aaker, D. A. (2009). Güçlü markalar yaratmak. İstanbul: Mediacat.
3. Akman, G., Özkan, C., & Eriş, H. (2008). Strateji odaklılık ve firma stratejilerinin firma performansına etkisinin analizi. İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi, 7(13), 93-115.
4. Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 421-458.
5. Barnes, B. E. (2001). Integrated brand communication planning: retail applications. Journal of Marketing Communication. 7(1), 11–17.
6. Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: an ıntegrated marketing communications perspective. NY: McGraw-Hill.
7. Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.
8. Bozkurt, İzzet. (2005). Bütünleşik pazarlama iletişimi. Ankara: Mediacat Yayınları.

9. Bridson, K., & Jody, E. (2004). The secret to a fashion advantage is brand orientation. International Journal of Retail & Distribution Management, 32(8), 403–411.
10. Chaudhuri, A., & Holbrook, M. B. (2001). The chain effects of brand trust and brand affect to brand performance: the role of brand loyalty. Journal Of Marketing, 65(2), 81-93.
11. Coleman, D. A. (2011). Service brand identity: definition, measurement, dimensionality and influence on brand performance. (Ph. D. Thesis), University of Birmingham.
12. Dawar, N. (2004). What are brands good for. MIT Sloan Management Review, 46(1), 31-37.
13. De Chernatony, L., & Segal-Horn, S. (2001). Building on services' characteristics to develop successful services brands. Journal Of Marketing Management, 17(7/8), 645–669.
14. Dewhirst, T., & Davis, B. (2005). Brand strategy and Integrated Marketing Communication (IMC). Journal of Advertising, 34(4), 81–92.
15. Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. MIS Quanerly, December.
16. Duncan, T., & Moriarty, S.. (1997). Driving brand value: using ıntegrated marketing to manage profitable shareholder relationships. NY: McGraw Hill.
17. Duncan, T., & Moriarty, S.. (1998). A communication-based marketing model for managing relationships. Journal Of Marketing, 62(2), 1-13.
18. Duncan, T. R., Mulhern, F. (Eds.). (2004). A white paper on the status, scope and future of IMC. IMC Symposium sponsored by the IMC programs at Northwestern University and University of Denver, USA: McGraw-Hill.
19. Ebren, Figen. (2006). Bütünlesik pazarlama iletişiminin algılanışı ve uygulanması: reklam ajansları ve firmalar düzeyinde araştırmalar. (Doktora Tezi). Akdeniz Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Antalya.
20. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
21. Hair, J. F., Black, W., Babin, B., & Anderson, R. (2009). Multivariate data analysis, upper saddle river. N.J.: Prentice Hall.
22. Joseph, K. O. (2010). Integrated marketing communications: pathway for enhancing client-costomer relationships. Manager Journal, Faculty Of Business and Administration, University of Bucharest, 212, 117-129.
23. Kapferer, J. (2004). The new strategic brand management. London: Kogan Page.
24. Kitchen, P., Brignall, J., Li, T., & Spicket, G. S. (2004). The emergence Of IMC: a theoretical perspective. Journal Of Advertising Research, 44, 19-30.
25. Kitchen, P. J., & Don, E. S. (1999). A multi-country comparison of the drive for IMC. Journal Of Advertising Research, 39(1), 21-36.
26. Kliatchko, J. (2008). Revisiting the IMC construct: A revised definition and four Pillars. International Journal Of Advertising, 27(1), 113-160.
27. Kotler, P., Armstrong, G., Saunders, J., & Wong,V. (1999). Principles of marketing. Prentice Hall.
28. Low, G. S. (2000). Correlates of Integrated Marketing Communications. Journal of Advertising Research, 40(3), 27-39.
29. Luxton, S., Reid, M., & Mavondo, F. (2001). IMC, Its antecedents and brand performance. Journal Of Business Research, 1464-1471.
30. Madhavaram, S., Badrinarayanan, V., & McDonald, R. (2005) Integrated Marketing Communication (IMC) And brand identity as critical components of brand equity strategy. Journal of Advertising, 34(4), 69-80.
31. Marangoz, M., & Biber, L. (2007). İşletmelerin pazar performansı ile insan kaynakları uygulamaları arasındaki ilişkinin araştırılmasına yönelik bir çalışma. Doğuş Üniversitesi Dergisi, 8(2), 202-217.
32. MCgrath, J. M. (2001). Integrated marketing communications: some new experimental evidence. American Marketing Association. Conference Proceedings; 2001; 12, ABI/Inform Global, 318.
33. Mishra, P., & Datta, B. (2011). Perpetual asset management of customer-based brand equity-The PAM evaluator. Current Research Journal of Social Sciences, 3(1), 34-43.
34. O’cass, A., & Ngo, L. (2009). Achieving customer satisfaction via market orientation, brand orientation, and customer empowerment: evidence from australia. ANZMAC.
35. Odabaşı, Y., & Oyman, M. (2002). Pazarlama iletişimi yönetimi. İstanbul: Mediacat Yayınları.
36. Peppers, D., & Rogers, M. (1993). The one to one future: building relationships one customer at a time. New York: Double Day.
37. Pickton, D., & Broderick, A. (2005). Integrated marketing communications. Financial Times/Prentice Hall.
38. Rajagopal, D. (2008). Measuring brand performance through metrics application. Measuring Business Excellence, 12(1), 29–38.
39. Reid, M. (2003). IMC-performance relationship: further ınsight and evidence from the Australian marketplace. International Journal Of Advertising, 22(2), 227-248.
40. Reid, M., Johnson, T., Ratcliffe, M., Skrip, K., & Wilson, J. (2001). Linking integrated marketing communications to performance: comparing the performance of high vs. low integration brands ın the Australian and New Zealand wine industry. International Journal of Advertising, 20, 1-24.
41. Reid, M., Sandra, L., & Felix M. (2005). The relationship between integrated marketing communication, market orientation, and brand orientation, Journal Of Advertising, 34(4), 11-23.
42. Reid, M. (2005). Performance auditing of ıntegrated marketing communication actions and outcomes. Journal Of Advertising, 34(4).
43. Schultz, D. E., & Schultz, H. F. (2004). Brand babble: sense and nonsense about branding: mason. Ohio: South-Western/Thomson Learning.
44. Schultz, D., Tannenbaum, S. J., & Lauterborn, R. F. (1994). Integrated marketing communications: pulling ıt together and making ıt work, Chicago: Il, Nt Business Books.
45. Solmaz, F. K. (2008). Strateji ve endüstrinin firma performansına etkisi: türkiye’nin öncü sanayi işletmeleri üzerine bir araştırma. (Yayınlanmamış Doktora Tezi). Çukurova Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Adana.
46. Urde, M. (1994). Brand orientation–a strategy for survival. Journal Of Consumer Marketing, 11(3), 18-32.
47. Uzunoğlu, E. (2007). Müşteri odaklı pazarlama anlayışına göre değer yaratma: bir model olarak değer iletim sistemi. Eskisehir Osmangazi Üniversitesi İİBF Dergisi, 2(1), 11-29.
48. Wong, H. Y., & Merrilees, B. (2007). Closing the marketing strategy to performance gap: the role of brand orientation. Journal Of Strategic Marketing, 15(4).
49. Wong, H. Y., & Merrilees, B. (2008). The performance benefits of being brand- orientated. Journal of Product & Brand Management, 17(6), 372-383.