Integrated Marketing Communication in B2B2C Area

The present study examines public relations (PR), its impact on concepts such as corporate communications, and integrated marketing, and its role in creating, maintaining, and shaping brand equity. Also, the interaction between the company's reputation and brand equity is one of the other essential criteria examined in this study. After examining the techniques for measuring corporate reputation and brand equity, we used two models of Fombrun's Reputation Quotient and Aaker's Brand Equity to measure these two criteria. We have included GSM operators such as Turkcell, Vodafone, and Avea. Using questionnaires, end users and dealers (as the internal stakeholder) were asked about the brand equity and items related to the company's reputation. Interviews were conducted with 300 dealers as required by PR's "Stakeholder Theory" in-house staff study. We also surveyed 400 end users. Our research showed that public relations affect brand equity, and this effect varies based on stakeholders.

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Integrated Marketing Communication in B2B2C Area

Cited by 2 publications

References 85 publications

Brand Co-innovation in the Sharing Economy: A Conceptual Framework from Insight to Performance-Based Value Co-creation and Customer Engagement

Brand Co-innovation in the Sharing Economy: A Conceptual Framework from Insight to Performance-Based Value Co-creation and Customer Engagement

The Effect and Measurement of Public Relations On Brand Equity

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