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Journals / Uluslararası Yönetim İktisat ve İşletme Dergisi / 2013 / Cilt: 9 - Sayı: 19

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

BÜTÜNLEŞİK PAZARLAMA İLETİŞİMİ, MARKA PERFORMANSI VE PAZAR PERFORMANSI İLİŞKİSİNİN İNCELENMESİ

Metin ÇALIK
Remzi ALTUNIŞIK
Nihal SÜTÜTEMİZ
Pages
137–161
Publication Date
2013-05-01
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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

📌 3 Key Takeaways

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Objective & Hypothesis: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 .
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Key Findings & Data: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.
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Conclusion & Impact: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
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Bütünleşik Pazarlama İletişimi · Marka Performansı · Pazar

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

Özet

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.

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Cite This Article

ÇALIK, M., ALTUNIŞIK, R., SÜTÜTEMİZ, N. (2013). AN INVESTIGATION OF THE RELATIONSHIP AMONG INTEGRATED MARKETING COMMUNICATION IMC , BRAND PERFORMANCE AND MARKET PERFORMANCE. Uluslararası Yönetim İktisat ve İşletme Dergisi, Cilt: 9 - Sayı: 19, 137–161. https://ajindex.com/articles/170561

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