Akademik Veri Yönetim Sistemi
Kastamonu İletişim Araştırmaları Dergisi, cilt.2022, sa.9, ss.225-250, 2022 (Hakemli Dergi)
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.