The Assessment of the Effect of Intergrated Marketing Communication on Brand Equity; with the Role of Corporate Image and Brand Performance

The present study has been planned and performed in the field of communicative activities related to branding process in organizations on the basis of marketing decions for promoting brand performance. The main goal of the research is to assess the effect of intergrated marketing communication on brand equity; with the role of corporate image and brand performance. For this purpose, the consumers of food industries products in Kurdistan province were considered as the research statistical population. The research was conducted among 384 consumers of ISTAK drinks, produced in Khorshid Zarivar Conmpany, as the statistical sample. The present study is a kind of applied field study based on descriptive methods. Required data were collected using four questionnaires including intergrated marketing communication, brand equity, corporate image, and brand performance. The questionnaires were validated and revised under the supervision of some scholars resulting in a final revised questionnaire including 33 questions. Reliability of the questionnaire was confirmed using Cronbach's alpha. The obtained results from the statistical analysis via social sciences statistical softwares and linear structures have showen that defined variables are good predictors of brand equity. Therefore, we can imply that the research variables such as intergrated marketing communication, corporate image and brand performance determine brand equity, considerably. Other results showed proper fit and approximation degree of proposed model in the studied population.