The Impact of Integrated Marketing Communication activities on Brand Performance
Kyoung Soo Kang（Kansai Gaidai University）
The overall objective of this paper is to examine the relationship between corporate IMC activities and brand loyalty, and further examine whether brand trust mediates in the relationship by using a questionnaire survey. Through this, this paper explores what kinds of influence the sub-dimensions of the IMC process activity within the organization had on the consumer-based brand equity formation process.
As a result of the multiple regression analysis based on the data of 350 people obtained by the survey, from among the three sub-dimensions of the IMC process activity within the organization set in this research, the two aspects of interactivity and relationship raised the two subdimensions of brand trust: brand benevolence and brand competence. It was confirmed that these two sub-dimensions of the brand trust that were further enhanced contributed to an improvement in the sub-dimensions of brand loyalty: social loyalty (ex., positive WOM, defense toward social critics) and economic loyalty (ex., repurchase）.
On the other hand, strategic consistency efforts aiming for one voice, one look, excluding brand competence, showed negative effects on the brand performance of brand benevolence, social loyalty and economic loyalty. Based on these results, it was confirmed that the intermediary effect of brand trust on the IMC process activity and brand loyalty assumed in this research is functioning when limited to the two sub-dimensions of interactivity and relationship and the mediation model raised in this study was partially supported.
Based on these results, the theoretical contribution and practical implications of this research were discussed.