The Effect of Integrated Marketing Communication on Customer Based Brand Equity with Mediating Role of Corporate Reputation in Cellular Industry of Pakistan
Purpose – In competitive environment the brand managers are under the pressure and the main headache of them how to build the brand equity for the identity, differentiation, and long term financial health of the company? This study investigates that whether marketers and brand managers should use the all the tool of marketing communication and which medium is stronger affect on the brand equity. Methodology/Design/Approach – This empirical study has been conducted in the area of Rawalpindi and Islamabad Pakistan. Data was collected from consumer of cellular phone with the help of adapted research questionnaire consisting of twenty five items for seven variables used in theoretical framework. Furthermore, SPSS software has been used for conducting reliability, correlation, regression, and mediation analysis. We have also used Baron and Kenny 2012. Practical implication – Setting the marketing strate-gies for the effective brand management and achieving the overall goals of companies the mangers should focus on advertising, direct marketing and public relation in Pakistani context. Findings – The most important element of integrated marketing communication is advertising which plays signi-ficant role to build the brand image in the eyes of customers. Secondly the price promotion also attracts the clientele and boosts the sale growth. The sale people is not contribute to building the brand equity according to the data of respondents due to sale persons of cellular deal only in the corporate sectors and facilitate the heavy users.
