Effect of Integrated Marketing Communication Components on Brand Awareness and Customer Loyalty in Beverage Sector
Paradigms: A Research Journal of Commerce, Economics, and Social Sciences, Vol. 10, No. 2, pp. 64-73, 2016
10 Pages Posted: 23 Oct 2016
Date Written: October 21, 2016
Intense competition dictates companies to perform better by being consistent. The application of integrated marketing communication components makes firms successful as it creates brand awareness and create customers loyalty. This research has observed the effect of integrated marketing communication components on brand awareness and customer loyalty. More specifically the main objective of the research is empirically scrutinizing the effects which, IMC builds on creating customers loyal in Pakistan Beverage Sector targeting the companies which are listed at Lahore Stock Exchange. Two hypotheses were derived and tested through the scale developed by Duncan and Moriarity (1997) and Wong and Merrilees (2008). Data was collected through questionnaire, which was sent to the managers working in the beverage companies listed at LSE. The results of regression analysis provide justification of the proposed alternate hypothesis of the study. It also provides avenues for future researches.
Keywords: Integrated Marketing Communication Components, Brand Awareness, Customer Loyalty
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