بررسی تأثیر عناصر ارتباطات یکپارچه‎ی بازاریابی بر قوت نام تجاری در صنعت بانکداری (مطالعه‎ی موردی: بانک ملی استان اردبیل)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار دانشگاه علامه طباطبایی، دانشکده مدیریت، تهران، استادیار گروه مدیریت دانشگاه محقق اردبیلی، اردبیل، ایران

2 کارشناس ارشد مدیریت بازرگانی، اردبیل، ایران

چکیده

چکیده: در محیط رقابتی و متغیر امروزی، شرکت‎ها به‎منظور حفظ روابط سودآور با مشتریان، ناگزیر به استفاده از روش­های متنوع و نوین ارتباطی هستند. تبلیغات رسانه­ای، روابط عمومی، بازاریابی مستقیم و ابزارهای ارتقای فروش، ازجمله روش­های ارتباطی بازاریابی هستند که برای موفقیت سازمان از طریق یک سیستم باید به‎طور مؤثر یکپارچه شوند. در این راستا مفهوم ارتباطات یکپارچه‎ی بازاریابی (IMC) از طریق یکپارچه کردن پیام‎ها، پایگاه و موضع شرکت در بازار را مستحکم کرده و باعث توانمندی نام تجاری سازمان می‎شود. هدف از این پژوهش بررسی تأثیر عناصر ارتباطات یکپارچه‎ی بازاریابی بر قوت نام تجاری در صنعت بانکداری است. جامعه‎ی آماری این پژوهش 600 نفر کارکنان بانک ملی در سطح استان اردبیل هستند که در این رابطه 148 نفر به‎عنوان نمونه انتخاب شده­اند. تجزیه و تحلیل داده‎ها با استفاده از نرم‎افزار SPSS و LISREL انجام شده است. یافته‎های مطالعه حاکی از آن است که تمام عناصر ارتباطات یکپارچه‎ی بازاریابی، ازجمله تبلیغات، روابط عمومی، پیشبرد فروش و بازاریابی مستقیم با سطح اطمینان 99 درصد، تأثیر مثبت و معناداری بر قوت نام تجاری سازمان دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Components of Integrated Marketing Communications on Brand Strength in Banking Industry

نویسندگان [English]

  • M Bashokouh 1
  • M Shekasteband 2
1 Assistant Prof. University of Mohaghegh Ardabil, Ardabil, Iran
2 M.Sc. of Business Management, Ardabil, Iran
چکیده [English]

Abstract: In today's competitive and variable environment, Companies have to use diversified and modern methods of communication to establish and maintain profitable relationships with customers. Marketing communication methods that should be integrated to the success of the organization through a new system are media advertising, public relations, direct marketing and sales promotion tools. In this regard, the concept of integrated marketing communications strengthens the company's position in the market through integrating all messages. The purpose of this study was to investigate The Effect of components of integrated marketing communications on brand strength in banking industry.The study populations are included 600 MELLI Bank employees from Ardebil province that 148 employees were selected as examples.Data analysis was performed using SPSS and LISREL software.Findings indicate that all elements of integrated marketing communications including advertising, public relations, sales promotion, direct marketing have a positive impact on the components of the brand With 99% confidence level.

کلیدواژه‌ها [English]

  • Integrated Marketing Communications
  • Brand
  • Brand Strength
  • Integrated Marketing Communications Elements

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