Open AccessAn Empirical Study: Impact of Integrated Marketing Communications (IMC) On Brand loyalty
Author(s) -
Ahmad Aghajani
Publication year - 2019
Publication title -
journal of management and accounting studies
Language(s) - English
Resource type - Journals
ISSN - 2693-8448
DOI - 10.24200/jmas.vol2iss04pp6-11
Subject(s) - cronbach's alpha , brand loyalty , marketing , advertising , population , loyalty , statistical population , loyalty business model , business , reliability (semiconductor) , sample (material) , rank (graph theory) , promotion (chess) , simple random sample , descriptive statistics , statistics , mathematics , sociology , political science , service (business) , law , chemistry , power (physics) , chromatography , politics , quantum mechanics , service quality , physics , demography , combinatorics
This current study has done to investigate the relationship between integrated marketing communications (IMC) and loyalty to brand in view point of customers of detergent industries companies In Karaj City. Methodology: The statistical population in this study is consists of customers in detergent companies In Karaj City which 384 people is as the sample size of customers, by using the Cochran formula with the method of available and simple random sampling were selected. For collecting data by the method of Questionnaires were used, questionnaires selected in this study were standard. Results: Data with statistical programs in both descriptive and inferential statistics were analyzed. The reliability of questionnaires with Cronbach's alpha coefficient was calculated and these coefficients for questionnaires integrated marketing communications and brand loyalty respectively was equal to 0.788, 0.754 and 0.717. All Hypotheses at the level of 95% confidence were confirmed. Conclusion: The results of the Minor hypotheses showed that sale promotion on brand loyalty in the first rank, advertising on brand loyalty in the second rank, public relations on brand loyalty in the third rank, direct marketing on brand loyalty in fourth rank and the last rank have located.