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Anabila, Peter
Journal of marketing communications, 04/2020, Letnik: 26, Številka: 3Journal Article
The study investigates the role of integrated marketing communications (IMC) and its effect on brand equity (BE) and business performance (BP) in Ghana's microfinance institutions (MFIs). A total of 407 key staff of MFIs were surveyed using a questionnaire. Purposive sampling technique was employed to select respondents. Partial Least Squares (PLS) was used to test the hypothesised relationships between the constructs in the study. The results indicate a significant positive relationship between IMC and BE on one hand; IMC and BP on the other; and BE and BP. Finally, the study found that BE mediates the relationship between IMC and BP. The study provides a useful guide to strategy in marketing communications by delineating the crucial role that IMC plays in brand performance.
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Dostop do baze podatkov JCR je dovoljen samo uporabnikom iz Slovenije. Vaš trenutni IP-naslov ni na seznamu dovoljenih za dostop, zato je potrebna avtentikacija z ustreznim računom AAI.
Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Baze podatkov, v katerih je revija indeksirana
Ime baze podatkov | Področje | Leto |
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Povezave do osebnih bibliografij avtorjev | Povezave do podatkov o raziskovalcih v sistemu SICRIS |
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Vir: Osebne bibliografije
in: SICRIS
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