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

Document Type : Research Paper

Authors

1 Assistant Prof. University of Mohaghegh Ardabil, Ardabil, Iran

2 M.Sc. of Business Management, Ardabil, Iran

Abstract

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.

Keywords

References

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