The Role of Integrated Marketing Communications in Brand Emotional Attachment and Consumers' Behavior

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Miraki Mahmood; Yektayar Mozafar; Esmailie Narges

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Journal Paper

Paper Information

Journal: CONSUMER BEHAVIOR STUDIES Year:2020 | Volume:7 | Issue:2 Page(s): 199-215

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Information Journal Paper

Title

The Role of Integrated Marketing Communications in Brand Emotional Attachment and Consumers' Behavior

Author(s)

Miraki Mahmood | Yektayar Mozafar | Esmailie Narges | Issue Writer Certificate

Keywords

integrated marketing communication

brand engagement

Consumer Behavior

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 and 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 purposive 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 attachment to the brand. Therefore, Sport organizations can influence the behavior of sports consumers through the use of new integrated marketing communications and in this way, they can provide the consumers with an emotional attachment to the brand.

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APA: Copy

Miraki, Mahmood, Yektayar, Mozafar, & Esmailie, Narges. (2020). The Role of Integrated Marketing Communications in Brand Emotional Attachment and Consumers' Behavior. CONSUMER BEHAVIOR STUDIES, 7(2 ), 199-215. SID. https://sid.ir/paper/958763/en

Vancouver: Copy

Miraki Mahmood, Yektayar Mozafar, Esmailie Narges. The Role of Integrated Marketing Communications in Brand Emotional Attachment and Consumers' Behavior. CONSUMER BEHAVIOR STUDIES[Internet]. 2020;7(2 ):199-215. Available from: https://sid.ir/paper/958763/en

IEEE: Copy

Mahmood Miraki, Mozafar Yektayar, and Narges Esmailie, “The Role of Integrated Marketing Communications in Brand Emotional Attachment and Consumers' Behavior,” CONSUMER BEHAVIOR STUDIES, vol. 7, no. 2 , pp. 199–215, 2020, [Online]. Available: https://sid.ir/paper/958763/en

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