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The Impact of Integrated Marketing Communication activities on Brand Performance

Research Project

Project/Area Number 15H06750
Research Category

Grant-in-Aid for Research Activity Start-up

Allocation TypeSingle-year Grants
Research Field Commerce
Research InstitutionKansai Gaidai University

Principal Investigator

KANG KYOUNGSOO  関西外国語大学, 外国語学部, 准教授 (30757985)

Project Period (FY) 2015-08-28 – 2017-03-31
Project Status Completed (Fiscal Year 2016)
Budget Amount *help
¥2,990,000 (Direct Cost: ¥2,300,000、Indirect Cost: ¥690,000)
Fiscal Year 2016: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2015: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Keywords統合マーケティングコミュニケーション(IMC) / ブランド信頼 / ブランドロイヤルティ / 好意性基盤のブランド信頼 / 専門性基盤のブランド信頼 / 社会的ロイヤルティ / 経済的ロイヤルティ / 統合マーケティングコミュニケーション / 相互作用性 / 関係性 / 戦略的一貫性 / 社会的ブランドロイヤルティ / 経済的ブランドロイヤルティ / IMC / 企業イメージ / ブランドイメージ / 知覚品質
Outline of Final Research Achievements

In this research, we examined the relationship between corporate IMC activities and brand loyalty, and further examined whether brand trust mediates in the relationship by using a questionnaire survey. 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 sub-dimensions of brand trust. 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. On the other hand, strategic consistency efforts aiming for one message, 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.

Report

(3 results)
  • 2016 Annual Research Report   Final Research Report ( PDF )
  • 2015 Annual Research Report
  • Research Products

    (4 results)

All 2016 2015

All Journal Article (1 results) (of which Acknowledgement Compliant: 1 results) Presentation (3 results) (of which Int'l Joint Research: 1 results)

  • [Journal Article] デジタル技術を反映、新しい広告を模索2016

    • Author(s)
      姜京守
    • Journal Title

      広研レポート

      Volume: 9月号 Pages: 1-7

    • Related Report
      2016 Annual Research Report
    • Acknowledgement Compliant
  • [Presentation] 企業のIMC活動がブランド成果に及ぼす影響に関する実証的研究2016

    • Author(s)
      姜京守
    • Organizer
      国際ビジネスコミュニケーション学会
    • Place of Presentation
      京都、龍谷大学
    • Year and Date
      2016-10-08
    • Related Report
      2016 Annual Research Report
  • [Presentation] An Implementation and Discussion of IMC, Where do we stand?2016

    • Author(s)
      姜京守
    • Organizer
      韓国経営コミュニケーション学会
    • Place of Presentation
      韓国、釜山BEXCO
    • Year and Date
      2016-08-17
    • Related Report
      2016 Annual Research Report
    • Int'l Joint Research
  • [Presentation] 日本におけるビジネスコミュニケーション教育の動向と課題を探る2015

    • Author(s)
      姜京守・Yeonkwon Jung
    • Organizer
      国際ビジネスコミュニケーション学会
    • Place of Presentation
      和光大学
    • Year and Date
      2015-10-10
    • Related Report
      2015 Annual Research Report

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Published: 2015-08-26   Modified: 2018-03-22  

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