NDLI: Comunicação Integrada de Marketing e Valor de Marca: um Estudo em Empresas de Tecnologia da Informação

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Comunicação Integrada de Marketing e Valor de Marca: um Estudo em Empresas de Tecnologia da Informação

Content Provider	Semantic Scholar
Author	Santana, Shirley Arruda
Copyright Year	2003
Abstract	Particularly throughout the last decade Integrated Marketing Communications (IMC) appeared to have found increasing acceptance among researchers, students, and practitioners in the field of marketing communications. Consistency among the various elements of marketing program is believed to be essential in building and maintaining brand equity which is a multidimensional concept. Markets in which information technology (IT) assumes a central role are becoming driving forces of the economy. Despite this, there is not a clear understanding about IMC's theoretical robustness as well as its actual significance for brand equity in the IT market. The purpose of this study was to better understand the perceptions of managers toward the IMC contribution to create brand equity and to learn more about the extent of use of marketing communication in IT businesses. There are several antecedents of brand equity dimensions. In this study, IMC was considered an antecedent of brand equity because it represents the effect of accumulated marketing investments into the brand. Data was collected through questionnaires and analyzed based on descriptive statistics and non-parametric tests. The findings, based on convenience sampling, indicate that the majority of the sample companies invests in marketing communication, but do not use IMC. Even the marketing managers of these companies perceiving relationship between investing in marketing communication and creating brand equity with the benefits of the CIM, these relations
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://repositorio.ufpe.br/bitstream/123456789/1166/1/arquivo1716_1.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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