Information technology directors' efforts on innovation, integrated marketing communications and brand equity

Article


Seyyed Amiri, N., Dastourian, B., Foroudi, P. and Nankali, A. 2017. Information technology directors' efforts on innovation, integrated marketing communications and brand equity. The Bottom Line. 30 (4), pp. 297-309. https://doi.org/10.1108/BL-08-2017-0022
TypeArticle
TitleInformation technology directors' efforts on innovation, integrated marketing communications and brand equity
AuthorsSeyyed Amiri, N., Dastourian, B., Foroudi, P. and Nankali, A.
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. 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.

LanguageEnglish
PublisherEmerald
JournalThe Bottom Line
ISSN0888-045X
Publication dates
Print13 Nov 2017
Publication process dates
Deposited30 Aug 2017
Submitted23 Aug 2017
Accepted28 Aug 2017
Output statusPublished
Accepted author manuscript
Digital Object Identifier (DOI)https://doi.org/10.1108/BL-08-2017-0022
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https://repository.mdx.ac.uk/item/8725z

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