摘要：Since we are living in a global market nowadays, the role of marketing communications on the performance of companies is very evident. Companies are no longer trying to just sale their products, since they have found out that optimum communication with the customers, and making them confident can lead to attracting and maintaining them. On the other hand, while selection, each of the consumers, chooses the brand which has similarities with his/her personal characteristics. Brand personality aspects may have specific functions in different ways or affect the preferences of consumers due to different reasons. In this research, it is tried to investigate the effect of integrated marketing communication (IMC) variable including market-orientation, customer-orientation, and brand-orientation infrastructures on the mediator variable of brand personality in order to improve the brand performance in ETKA Chain Stores. The brand personality is based on the Jennifer Aakers model and contains 5 properties of sincerity, competency, excitement, sophistication, and ruggedness. Employing SPSS 18, and LISREL 8.5 software, the data was analyzed. Results are presented in the sections of descriptive and illative findings. In descriptive statistics section, statistical indices of average, standard deviation, minimum and maximum values, and graph have been used. Also, in this section, exploratory factor analysis is performed. In illative statistics section, using LISREL software, model fitting parameters and indices are investigated. Moreover, in this section, confirmatory factor analysis and investigation of the correlation between variables are performed and finally, using multiple regressions, effect of the variables is studied. Results indicate that the three components of market-orientation, customer-orientation, and brand-orientation (IMC infrastructures) affect all five properties of brand personality and improvement of brand performance. Certainly, the foremost effect of these three components has been on brand excitement and competency. Also, four characteristics of sincerity, excitement, sophistication and ruggedness affect performance improvement and only brand competency has no effect on improvement of brand performance.
