The Effect of Integrated Marketing Communication on Customer Based Brand Equity with Mediating Role of Corporate Reputation in Cellular Industry of Pakistan

Muhammad Mubushar; Imtiaz Haider; Kamran Iftikhar

The Effect of Integrated Marketing Communication on Customer Based Brand Equity with Mediating Role of Corporate Reputation in Cellular Industry of Pakistan

Muhammad Mubushar * §

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Imtiaz Haider §

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Kamran Iftikhar §

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§ Mohammad Ali Jinnah University, Islamabad

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Abstract

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.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Muhammad Mubushar, Imtiaz Haider, Kamran Iftikhar. 2013. "The Effect of Integrated Marketing Communication on Customer Based Brand Equity with Mediating Role of Corporate Reputation in Cellular Industry of Pakistan". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 13 (GJMBR Volume 13 Issue 14 (E6)).

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GJMBR Volume 13 Issue 14 (E6)

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

brand equity corporate reputation perceived advertising spending price promotion public relations

Classification

GJMBR-E Classification JEL Code: P23

Submission ReceivedDecember 6, 2012
Peer Review Double Blind
Handling Editor
Accepted January 1, 2013
Published April 29, 2013

Version of record

v1.2

Issue date

April 29, 2013

Language

English

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Article Matrices

Total Score: 103

Country: Pakistan

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Muhammad Mubushar, Imtiaz Haider, Kamran Iftikhar (PhD/Dr. count: 0)

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