Abstract
Intense competition dictates companies to
perform better by being consistent. The
application of integrated marketing
communication components makes firms
successful as it creates brand awareness and
create customers loyalty. This research has
observed the effect of integrated marketing
communication components on brand
awareness and customer loyalty. More
specifically the main objective of the
research is empirically scrutinizing the
effects which, IMC builds on creating
customers loyal in Pakistan Beverage
Sector targeting the companies which are
listed at Lahore Stock Exchange. Two
hypotheses were derived and tested through
the scale developed by Duncan and
Moriarity (1997) and Wong and Merrilees
(2008). Data was collected through
questionnaire, which was sent to the
managers working in the beverage
companies listed at LSE. The results of
regression analysis provide justification of
the proposed alternate hypothesis of the
study. It also provides avenues for future
researches.
NIDA KHIZAR, SAIRA FAROOQI, MARYAM REHMAT, FARAH NAZ. (2016) EFFECT OF INTEGRATED MARKETING COMMUNICATION COMPONENTS ON BRAND AWARENESS AND CUSTOMER LOYALTY IN BEVERAGE SECTOR, Paradigms , Vol 10, Issue 2 .
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