Author:
Seyyed Amiri Nader,Dastourian Banafsheh,Foroudi Pantea,Nankali Alireza
Abstract
Purpose
The main purpose of this study is to examine information directors in the area of communication activities related to innovation and marketing decisions in branding.
Design/methodology/approach
The study is quantitative and utilized structural equation modeling technique with the approach of minimum trivial squares for analyzing the data. In all, 130 questionnaires were distributed among information technology directors in Tehran and they form the statistical population for the research.
Findings
The results suggested that innovation in integrated marketing communications has positively significant effect. In addition, both the variables of innovation and integrated marketing communications positively and significantly affect the three components of brand equity (namely, brand image, the perceived quality and brand loyalty).
Originality/value
Despite the growing acknowledgment, the importance of innovation, integrated marketing communications and brand equity, however, there are few studies on the role and importance of information technology directors’ efforts on innovation, integrated marketing communications and brand equity.
Subject
Library and Information Sciences,General Business, Management and Accounting
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