Designing Model of the Antecedents and Consequences of Integrated Marketing Communications in the Banking Industry

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SHEIKHESMAEILI SAMAN; Nourbakhsh Seyed Kamran; HEYDARI SEYED ABBAS

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Paper Information

Journal: CONSUMER BEHAVIOR STUDIES Year:2021 | Volume:8 | Issue:1 Page(s): 133-157

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Information Journal Paper

Title

Designing Model of the Antecedents and Consequences of Integrated Marketing Communications in the Banking Industry

Author(s)

SHEIKHESMAEILI SAMAN | Nourbakhsh Seyed Kamran | HEYDARI SEYED ABBAS | Issue Writer Certificate

Keywords

Integrated Marketing Communications

Market Orientation

Brand Orientation

Advertising

Banking Industry

Abstract

In today's competitive and dynamic world of the banking industry, large-scale marketing goals cannot be achieved without considering integrated marketing communications (IMC). For this purpose, the main purpose of this study is to identify the types of Antecedents, management methods and types of outcomes, modeling, and structural relationship modeling of the comprehensive model of IMC in the banking industry. The statistical population consists of all employees working in Selected bank branches in Tehran City, including both line and staff units’ form. This research was conducted by descriptive-survey method and based on heuristic-contextual methods of conducting and collecting data through a questionnaire. The collected data were analyzed using descriptive and inference methods including structural equation modeling. The results confirmed the proposed research model, which means that the proposed variables are appropriate explanations of the antecedents and consequences of IMC and the assumptions in the model were significantly confirmed. Also, this model in two general levels of concepts and examples can as a roadmap, the interaction and communication activities of the bank in a significantly cohesive and integrated.

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APA: Copy

SHEIKHESMAEILI, SAMAN, Nourbakhsh, Seyed Kamran, & HEYDARI, SEYED ABBAS. (2021). Designing Model of the Antecedents and Consequences of Integrated Marketing Communications in the Banking Industry. CONSUMER BEHAVIOR STUDIES, 8(1 ), 133-157. SID. https://sid.ir/paper/954623/en

Vancouver: Copy

SHEIKHESMAEILI SAMAN, Nourbakhsh Seyed Kamran, HEYDARI SEYED ABBAS. Designing Model of the Antecedents and Consequences of Integrated Marketing Communications in the Banking Industry. CONSUMER BEHAVIOR STUDIES[Internet]. 2021;8(1 ):133-157. Available from: https://sid.ir/paper/954623/en

IEEE: Copy

SAMAN SHEIKHESMAEILI, Seyed Kamran Nourbakhsh, and SEYED ABBAS HEYDARI, “Designing Model of the Antecedents and Consequences of Integrated Marketing Communications in the Banking Industry,” CONSUMER BEHAVIOR STUDIES, vol. 8, no. 1 , pp. 133–157, 2021, [Online]. Available: https://sid.ir/paper/954623/en

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