The Impact of Elements of Integrated Marketing Communication on Planned Brand Identity
Kastamonu İletişim Araştırmaları Dergisi, cilt.2022, sa.9, ss.225-250, 2022 (TRDizin)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 2022 Sayı: 9
- Basım Tarihi: 2022
- Doi Numarası: 10.56676/kiad.1109448
- Dergi Adı: Kastamonu İletişim Araştırmaları Dergisi
- Derginin Tarandığı İndeksler: TR DİZİN (ULAKBİM)
- Sayfa Sayıları: ss.225-250
- Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
- İstanbul Gelişim Üniversitesi Adresli: Evet
Özet
This study investigates how the integrated marketing communication elements, which come to the fore in academic studies and sectoral applications, impact brand identities built in the context of global sportswear brands.The purpose of this study is to identify which aspects of integrated marketing communication, such as websites, social media, advertising, public relations, direct marketing, and brand elements (logo, name, and colour), have an effect on brand identity and how brand awareness is shaped as a result of this impact.Analyses have revealed that the name affects the fictionalised brand identity from public relations, website, and brand elements of Integrated Marketing Communication.