A Research on the Relationship between Integrated Marketing Communications and Brand Awareness
Chapter from the book:
Çolakoğlu,
E.
&
Çetinkaya,
N.
Ç.
(eds.)
2023.
Marketing with Current Developments: Issues and Research I.
Synopsis
Marketing managers have started to pay more attention to integrated marketing communication in order to gain competitive advantage, increase sales in the long term, increase market share, brand value and awareness. The reason for this is that the increase in brand awareness of businesses will provide them with competitive advantage. This study aims to determine whether integrated marketing communication and brand awareness differ according to demographic factors and the relationship between integrated marketing communication and brand awareness. In this context, a research was carried out on Bağlar Gazoz, a well-known local brand of Karabük-Safranbolu. As a result of the study; It was determined that integrated marketing communication did not show a significant difference according to demographic factors. It was determined that brand awareness did not show a significant difference according to gender, but showed a significant difference according to age and occupational status. As a result of the regression analysis carried out in the study, it was determined that integrated marketing communication had a positive and significant effect on brand awareness.
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Copyright (c) 2023 Nilgün Tuzcu- Hilal Uygurtürk- Elif Mağden- A.Buğra Hamşıoğlu- M.Murat Nalcı- Bilal Ceylan- Duygu Ceylan- Fatma Bulut- Mutlu Bulut- Burak Şen- Ahmet Aydın- Yavuz Kotan- Refika Ülke Şimdi- Hilal Saadet Aktepe- Behiye Beğendik- Cihat Kartal- Özgür Musa Sungur- Gözde Akkaşoğlu- İlknur Korkmaz- Esad Kamil Tosun- Mehmet Gökerik- Cevher Özden- Özlem Şenlik- Necmiye Kapusuz- Tülin Durukan- Eda Dişli Bayraktar- Gizem Eda Gülöz- Aypar Uslu; Emre Çolakoğlu- Nur Çağlar Çetinkaya