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

See all articles by Nida Khizar

Nida Khizar

Kinnaird College for Women Lahore

Saira Farooqi

Kinnaird College for Women Lahore

Maryam Rehmat

Kinnaird College for Women Lahore

Farah Naz

Kinnaird College for Women

Date Written: October 21, 2016

Abstract

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

Suggested Citation

Khizar, Nida and Farooqi, Saira and Rehmat, Maryam and Naz, Farah, Effect of Integrated Marketing Communication Components on Brand Awareness and Customer Loyalty in Beverage Sector (October 21, 2016). Paradigms: A Research Journal of Commerce, Economics, and Social Sciences, Vol. 10, No. 2, pp. 64-73, 2016, Available at SSRN: https://ssrn.com/abstract=2856869

Nida Khizar

Kinnaird College for Women Lahore ( email )

Jail Road
Lahore, Punjab
Pakistan

Saira Farooqi

Kinnaird College for Women Lahore ( email )

Jail Road
Lahore, Punjab
Pakistan

Maryam Rehmat

Kinnaird College for Women Lahore ( email )

Jail Road
Lahore, Punjab
Pakistan

Farah Naz (Contact Author)

Kinnaird College for Women ( email )

93 Jail Road
Lahore, PA Punjab 54000
Pakistan
92 3334271951 (Phone)

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