The role of Integrated Marketing Communications in Brand Engagement and Consumer Behavior

Document Type : Research Paper

Authors

1 PhD Student of Sport Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

2 Department of sport Management,Sanandaj Branch, Islamic Azad University, SanandajT Iran

3 Department of sport Management, Sanandaj Branch, Islamic Azad University, SanandajT Iran

10.34785/J018.2020.344

Abstract

The study aims to investigate the role of integrated marketing communication in terms of emotional dependence on brand engagement and sport consumer behavior. This research was descriptive-correlational in terms of nature, and an applied research in terms of objective. Also, it is a single cross-sectional study in terms of time and implementation. Research data were collected through a questionnaire. The validity of the questionnaire was confirmed by confirmatory factor analysis. The sample consisted of 384 consumers of sport goods that were selected and studied through a purpose and convenience sampling method. Structural Equation Modeling method was used to analyze the data. The results showed that the conceptual model of research has a good fit and integrated marketing communication has a significant effect on the behavior of consumers and their emotional dependence on the brand. Therefore, sport kits and sportswear manufacturers should try their best to use brand communication to create an emotional tendency and dependency to the brand.

Keywords


 
Refrences
Axelsson, D., & Nordberg, H. (2005). The Role of PR In the Introduction Stage of a New Brand. Master’s thesis within Business Administration. JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL. Jönköping University. Sweden.
Bathaee, A. (2011). Culture affects consumer behavior: Theoretical reflections and an illustrative example with Germany and Iran (No. 02/2011). Wirtschaftswissenschaftliche Diskussionspapiere
Bathaee, A. (2011). Culture affects consumer behavior Theoretical reflections and an illustrative example with Germany and Iran. University of Greifswald, Law and Political Sciences, Business and Economics Discussion Papers.
Belch, G. E., & Belch, M. A .(2009). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Irwin.
Bormane, S. (2019, May). Trends in the development of integrated marketing communication in the context of digital marketing. In SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference (Vol. 6, pp. 84-95).‏
 DePrez, B. (2019). Building an Athletics Brand Through Integrated Marketing Communication: A White Paper of Best Practices.‏. Iowa State University. MASTER OF SCIENCE Theses.
Chaffey, D. (2004). E-Business and E-Commerce Management, Second Edition, London, Prentice Hall.
Couture, A., Arcand, M., Sénécal, S., & Ouellet, J. F. (2015). The influence of tourism innovativeness on online consumer behavior. Journal of Travel Research54(1), 66-79.‏
Cunningham, G. B., & Kwon, H. (2003). The theory of planned behaviour and intentions to attend a sport event. Sport Management Review6(2), 127-145.‏
Duncan, T. (2005). IMC: Using advertising and promotion to build brands, 2nd (Eds), New York.
East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International journal of research in marketing25(3), 215-224.‏
Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing communication. European Journal of Marketing.‏
Gladden, J. M., & Funk, D. C. (2001). Understanding brand loyalty in professional sport: Examining the link between brand associations and brand loyalty. International journal of sports marketing and sponsorship.‏, 3(1), 67–94.
Göksel, A. G., & Serarslan, M. Z. (2015). Public relations in sports clubs: New media as a strategic corporate communication instrument. Corporate communication2(2), 275-283.‏
Hardaker, S., & Fill, C. (2005). Corporate services brands: The intellectual and emotional engagement of employees. Corporate Reputation Review7(4), 365-376.‏
Holland, C. P. (2015). Internet and social media strategy in sports marketing. Paper presented at the Twenty-Third European Conference on Information Systems (ECIS), Munster, Germany.
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of marketing management27(7-8), 785-807.‏
 Izadparast, L., Ismaili, M. R., & Manouchehri, J. (2019). The Role of Integrated Marketing Communication (IMC) in the Buying Behavior of Sports Books Consumers in Iran. Applied Research in Sport Management. Seventh Year, 1 (2)11-20. (in Persian)
James, J. D., Kolbe, R. H., & Trail, G. T. (2002). Psychological connection to a new sport team: Building or maintaining the consumer base?. Sport Marketing Quarterly11(4), 215–225.
Jarosławska-Sobór, S., & Dulewski, M. (2018). Utilization of integrated marketing communication for the introduction of a new brand to the market. Case study of “Eko Patrol” of the Central Mining Institute. Marketing of Scientific and Research Organizations30(4), 57-74.‏
Jaworowicz, M., & Jaworowicz, P. (2016). Event marketing w zintegrowanej komunikacji marketingowej. Difin SA.‏
Khodadad Hosseini, H., Samiei, N., & Ahmadi, P. (2018). The Effect of Social Media Marketing on Consumer Behavior; Investigating the Role of Brand Equity, Brand Relationship Quality and Attitude towards Brand. Consumer Behavior Studies Journal, 5(1), 37-59. (in Persian).
Kotler, P. (2003). Marketing management: Analysis, planning and control, New Jersey: Prentice- Hall, Inc Englewood Cliffs.
Kunkel, T., Doyle, J. P., & Funk, D. C. (2014). Exploring sport brand development strategies to strengthen consumer involvement with the product–The case of the Australian A-League. Sport Management Review17(4), 470-483.‏
Kunkel, T., Funk, D., & Hill, B. (2013). Brand architecture, drivers of consumer involvement, and brand loyalty with professional sport leagues and teams. Journal of Sport Management27(3), 177-192.‏
K unkel, T., Funk, D., & King, C. (2014). Developing a conceptual understanding of consumer-based league brand associations. Journal of Sport Management, 28(1), 49-67.
Laurie, S., & Mortimer, K. (2019). How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship. Journal of Marketing Management, 35(3-4), 231-252.‏
Mohammad Shafiee, M., Rahmatabadi, Y., & Soleymanzadeh, O. (2019). The impact of social networks marketing communication on brand equity, relationship equity and customer responses. Consumer Behavior Studies Journal, 6(1), 105-124. (in Persian)
Nikadimovs, O. (2019). IMPLEMENTATION OF INTEGRATED MARKETING COMMUNICATIONS IN THE HOSPITALITY INDUSTRY: A LITERATURE REVIEW. SOCIETY. INTEGRATION. EDUCATION Proceedings of the International Scientific Conference. Volume VI, May 24th -25th, 441-453 Rēzeknes Tehnoloģiju akadēmija, http://dx.doi.org/10.17770/sie2019vol6.4006 Lettonie
PICKTON, D., & BRODERICK, A. (2005). Integrated marketing communications. Harlow, England, Prentice Hall/Financial Times.
Rezvani, M., & Khodad Hosseini, S. H. (2008). Designing an Integrated Marketing Communication Fuzzy Model (Case Study: Medical and Sports Equipment Manufacturing Industry). Management Perspective. (29), 89-137. (in Persian)
Ryu, K., Han, H., & Kim, T.-H. (2008). the relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469.
Santomier, J. (2008). "New Media, Branding and Global Sports Sponsorship." International Journal of Sports Marketing & Sponsorship, 10.1: 15-28.
Sarmad Saeedi; S and Abdollahi Beheshti; A. (2015). Identify and prioritize integrated marketing communication tools (IMC) in the food industry using the AHP-FUZZY technique (Dina Food Industry). Journal of Marketing Management. 10(29),85- 100. (in Persian)
Schade, M., Piehler, R., & Burmann, C. (2014). Sport club brand personality scale (SCBPS): A new brand personality scale for sport clubs. Journal of Brand Management21(7), 650-663.‏
Schwarz, E., Hunter, J., & LaFleur, A. (2013). Advanced theory and practice in sport marketing. NY: Routledge, 202-204.
Seyed Salehi, S. A., & Kazemi, M. (2015). Factors affecting consumer choice behavior with regard to green products based on consumption value theory. Marketing management. 10 (26). 75-92. (in Persian)
Smith, A. C., & Stewart, B. (2014). Introduction to sport marketing. Routledge.‏
Sorawit N, Prathanporn J-I and Saranya R. (2018). Ngamsutti, S. (2018). Factors Influencing Integrated Marketing Communication Strategy. HUMAN BEHAVIOR, DEVELOPMENT and SOCIETY19, 64-74.‏
Stewart, B., Nicholson, M., & Dickson, G. (2005). The Australian Football League's recent progress: A study in cartel conduct and monopoly power. Sport Management Review8(2), 95-117.‏
Tabatabai Nasab, S M., & Parish, F. (2015). Consumers’ Attitude towards Advertising.  Journal of Business Administration Researches. 7(13), 1-23. (in Persian)
Varmus, M., & Kubina, M. (2015). Innovative Approaches to Creation of Marketing Communications for Sports Clubs. 4th World Conference on Business, Economics and Management, WCBEM. Procedia Economics and Finance, 26, 12 – 16.
Zakerian, A., jalali farahani, M., & Takali, H. (2019). An Investigation of the Impact of Internet Advertising Factors on Behavior of Sport Consumers. Journal of Sport Management, 11(1), 107-118. doi: 10.22059/jsm.2019.230985.1820. (in Persian)