• an empirical study: impact of integrated marketing communications (imc) on brand loyalty

    نویسندگان :
    جزئیات بیشتر مقاله
    • تاریخ ارائه: 1400/08/01
    • تاریخ انتشار در تی پی بین: 1400/08/01
    • تعداد بازدید: 589
    • تعداد پرسش و پاسخ ها: 0
    • شماره تماس ژورنال: 348136784

    this current study has done to investigate the relationship between integrated marketing communications (imc) and loyalty to brand in view point of customers of detergent industries companies in karaj city. the statistical population in this study is consists of customers in detergent companies in karaj city which 384 people is as sample size of customers, by using the cochran formula with method of  available and simple random sampling were selected.  for collecting data by method of questionnaires were used, questionnaires selected in this study were standard. data with statistical programs in both descriptive and inferential statistics were analyzed. the reliability of questionnaires with cronbach's alpha coefficient was calculated and these coefficients for questionnaires integrated marketing communications and brand loyalty respectively was equal to 0.788, 0.754 and 0.717. all hypotheses at level of 95% confidence were confirmed. the results of the minor hypotheses showed that sale promotion on brand loyalty in the first rank, advertising on brand loyalty in second rank, public relations on brand loyalty in third rank, direct marketing on brand loyalty in fourth rank and the last rank have located.

سوال خود را در مورد این مقاله مطرح نمایید :

با انتخاب دکمه ثبت پرسش، موافقت خود را با قوانین انتشار محتوا در وبسایت تی پی بین اعلام میکنید
مقالات جدیدترین رویدادها
مقالات جدیدترین ژورنال ها