دور الاتصالات التسویقیة المتكاملة في تحسین الصورة الذهنیة باستخدام نموذج التحلیل العاملي التوكیدي - دراسة میدانیة لسوق الألبسة
Main Article Content
Abstract
This paper focuses on the impact of integrated marketing communication on improving brand
image by studying an analytical statistic that requires prior research to determine the marketing
communication mix used in this market by examining for distributors, wholesalers and retailers before
measuring the impact using the empirical analysis model.
After the matching of the proposed model and a different calculation as the indicators of absolute
conformity, comparative conformity, and economic matching, which were confirmed, the values were
extracted, which was positive and statistically significant. The combination of marketing communication
has an effect on improving the mental image through its three dimensions.
Article Details
References
المراجع والهوامش:
« Https://www.aaaa.org/ », .13/07/2017 20:52
Jerry Kliatchko, « Towards a new definition of Integrated Marketing Communications (IMC) »,
International Journal of Advertising, vol. 24 / 1, janvier 2005, p. 23.
Paola Rashid, "Managing Brand Equity in an Integrated Marketing Communication Strategy".,
, p. 4.
P. Kotler et and All, " Marketing Management", 13e, Paris, Pearson, 2009, p. 609.
George E. Belch, et Michael A. GEORGE E. BELCH, ET MICHAEL A. BELCH, « Evaluating
The Effectiveness Of Elements Of Integrated Marketing Communications », sk- academic
publishing - Slovakia, vol: 04, juin 2016. p. 199.
Dawn Dobni et George M. Zinkhan، « In search of brand image: A foundation analysis »، NAAdvances in Consumer Research Volume 17، 1990، p. 7 .
Michael Korchia, « A new typology of brand image », E-European Advances in Consumer
Research Volume 4, 1999, p. 4.
Kevin Lane Keller, « Conceptualizing_measuring_managing », Journal of Marketing,
vol. 57 / 1, 1993, p. 3.
Umit Basaran, « Examining the Relationships of Cognitive, Affective, and Conative Destination
Image: A Research on Safranbolu, Turkey », International Business Research, vol. 9 / 5, avril
, p. 165.
شـنیني عبـد الـرحیم " الصـورة الذهنیـة للمقصـد السـیاحي غردایـة المبنیـة علـى الاعـلان المتكامـل". مجلـة دفـاتر
اقتصادیة، 2016 ،01 ،10
William C. Gartner, « Image Formation Process », Journal of Travel & Tourism Marketing,
vol. 2 / 2-3, février 1994, Université Minnesota, USA, p.p 191-216, p. 193.
Agapito, D., Valle, P., & Mendes, J., « The cognitive-affective-conative model of destination
image », Journal of Travel & Tourism Marketing, vol. 5 / 30, 2013, p. 471-481.université Portugal.
Ibidem, p. 23-27.
محمد بوزیان تیغرة، التحلیل العاملي الاستكشافي والتوكیدي، الاردن, دار المسیرة، ،.2012ص:20
محمد بوزیان تیغرة، مرجع سبق ذكره، ص : .26
عزت عبد الحمید, الإحصاء المتقدم للعلوم التربویة والنفسیة والاجتماعیة, القاهرة, دار الزاهد القدسي, .2000