期刊名称：International Journal of Business and Management
印刷版ISSN：1833-3850
电子版ISSN：1833-8119
出版年度：2016
卷号：11
期号：5
页码：315
DOI：10.5539/ijbm.v11n5p315
出版社：Canadian Center of Science and Education
摘要：This study presents several dimensional conceptualizations of integrated marketing communications (IMC) and empirically develops its measurement instrument in chain store of Iran. These dimensions not only encompass important IMC activities identified in previous studies, but also include a newly identified dimension, relationship communications with existing customers. In this literature survey & focus group recognition the several constructs that effect the brand performance. Rigorous methodological guidelines were followed, including systematic steps of field interviews & Questionnaire, refinement, purification, and an empirical validation with a: large-scale survey with IMC practitioners and researchers in Iran Chain store. The objective of action research to Design & modify the IMC Model. The measurement instrument exhibits stable reliability and validity.
其他摘要：This study presents several dimensional conceptualizations of integrated marketing communications (IMC) and empirically develops its measurement instrument in chain store of Iran. These dimensions not only encompass important IMC activities identified in previous studies, but also include a newly identified dimension, relationship communications with existing customers. In this literature survey & focus group recognition the several constructs that effect the brand performance. Rigorous methodological guidelines were followed, including systematic steps of field interviews & Questionnaire, refinement, purification, and an empirical validation with a: large-scale survey with IMC practitioners and researchers in Iran Chain store. The objective of action research to Design & modify the IMC Model. The measurement instrument exhibits stable reliability and validity.
