Marketing Communications and Brand EquityPurpose -The main purpose of this study is to examine information directors in the area of communication activities related to innovation and marketing decisions in branding.Design/methodology/approach -The study is quantitative and utilized structural equation modeling technique with the approach of minimum trivial squares for analyzing the data. 130 questionnaires were distributed among information technology directors in Tehran and they form the statistical population for the research.
Findings -The results suggested that innovation in integrated marketing communications has positively significant effect. In addition, both the variables of innovation and integrated marketing communications positively and significantly affect the three components of brand equity (namely, brand image, the perceived quality and brand loyalty).Originality/value -Despite the growing acknowledgment the importance of innovation, integrated marketing communications and brand equity, however, there are few studies on the role and importance of information technology directors' efforts on innovation, integrated marketing communications and brand equity.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.