Research Article
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The Impact of Elements of Integrated Marketing Communication on Planned Brand Identity

Year 2022, Issue: 9, 225 - 250, 26.12.2022
https://doi.org/10.56676/kiad.1109448

Abstract

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.

References

  • Aaker, D. A. (1996). Building strong brands. New York: The Free Press.
  • Ak, M. (2011). Marka yönetimi ve imaj. İstanbul: Hayykitap.
  • Babacan, E., & Koker, N. E. (2008). Managing destination website as a marketing communications tool: Comparative website analysing of Turkey, Spain, and Dubai. International Journal of Management Perspectives, 1(1), 5–19.
  • Baysal, A. (2006). Doğrudan pazarlamanın kurucusu Lester Wunderman. İstanbul: MediaCat.
  • Bowker, D. (2003). The public relations perspective on branding. R. Clifton & J. Simmons (Eds.), Brands and branding (p. 143-155) in. New York: Bloomberg Press.
  • Castells, M. (2008). Enformasyon çağı: Ekonomi, toplum ve kültür-ağ toplumunun yükselişi (2nd ed.). (E. Kılıç, Trans.), İstanbul: İstanbul Bilgi Üniversitesi Yayınları.
  • Chi, H.K, Yeh, H.R & Yang, Y.H. (2009). The Impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. Journal of International Management Studies, 4(1), 135–144.
  • Deniz, E. (2010). Markalaşma ve reklam. (2nd ed.). İstanbul: Kumsaati Yayın.
  • Dospinescu, N. (2014). The public relations events in promoting the brand identity of the city. Economics and Applied Informatics, (1), 39–46.
  • Erciş, M.S. (2010). Pazarlama iletişiminde temel yaklaşımlar. Ankara: Nobel Yayın. Florek, M., Insch, A., & Gnoth, J. (2006). City council websites as a means of place brand identity communication. Place Branding, 2(4), 276–296.
  • Foroudi, P., Dinnie, K., Kitchen, P. J., Melewar, T. C., & Foroudi, M. M. (2017). IMC antecedents and the consequences of planned brand identity in higher education. European Journal of Marketing, 51(3), 528–550.
  • Gustafson, T., & Chabot, B. (2007). Brand awareness. Cornell Maple Bulletin, 105, 1–5.
  • He, H., Li, Y. & Harris, L. (2012), Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657.
  • Hsieh At & Li Ck. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence and Planning, 26(1), 26–42.
  • Hughes, D.J., Rowe, M., Batey, M. & Lee, A. (2012). A tale of two sites: Twitter vs Facebook and the personality predictors of social media usage. Computers in Human Behavior, 28(2), 561–569.
  • Jankovic, M. (2012). Integrated marketing communications and brand identity development. Management Journal for Theory and Practice Management, 17(63), 91–100.
  • Japutra, A., Keni, K., & Nguyen, B. (2015). The impact of brand logo identification and brand logo benefit on Indonesian consumers' relationship quality. Asia-Pacific Journal of Business Administration, 7(3), 237–252.
  • Japutra, A., Molinillo, S., & Wang, S. (2018). Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes, and relationship quality. Journal of Retailing and Consumer Services, 44, 191–200.
  • Jin, C., Yoon, M., & Lee, J. (2019). The influence of brand colour identity on brand association and loyalty. Journal of Product & Brand Management, 28(1), 50–62.
  • Jordá‐Albiñana, B., Ampuero‐Canellas, O., Vila, N., & Rojas‐Sola, J. I. (2009). Brand identity documentation: a cross‐national examination of identity standards manuals. International Marketing Review, 26(2), 172–197
  • Kara, S., Gunasti, K., & Ross, W. T. (2020). My brand identity lies in the brand name: personified suggestive brand names. Journal of Brand Management, 27(5), 607–621.
  • Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The effects of brand name suggestiveness on advertising recall. Journal of Marketing, 62(1), 48–57.
  • Kırık, A.M & Orkan, S. (2016). Değişen iletişim pratikleri çerçevesinde sosyal medyada sanal dedikodu etkisi. A. Büyükaslan & A.M. Kırık (Eds.), Göz (@) lenen toplumdan göz (@) lenen bireye sosyal medya araştırmaları 3. (s. 17–42) içinde. İstanbul: Çizgi Kitabevi Yayınları.
  • Kim, D. Y., Lehto, X. Y., & Morrison, A. M. (2007). Gender differences in online travel information search: Implications for marketing communications on the internet. Tourism Management, 28(2), 423–433.
  • Kohli, C. S., Harich, K. R., & Leuthesser, L. (2005). Creating brand identity: a study of evaluation of new brand names. Journal of Business Research, 58(11), 1506–1515.
  • Kotler, P. (2000). Marketing management: The millennium edition (Vol. 199). Upper Saddle River, NJ: Prentice Hall.
  • Kotler, P. (2015). Kotler ve pazarlama-pazar yaratmak, pazar kazanmak ve pazara egemen olmak (4. bs.). İstanbul: Agora
  • Kronberg, M. (2020). Colour and shape in logo design: influence on consumer perceptions of brand personality (Master’s Thesis). Department of Marketing, Hanken School of Economics.
  • Macdonald, E., & Sharp, B. (2003). Management perceptions of the importance of brand awareness as an indication of advertising effectiveness. Marketing Bulletin, 14, 1–15.
  • Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework and research propositions. Journal of Advertising, 34(4), 69–80.
  • Nandan, S. (2005). An exploration of the brand identity–brand image linkage: A communications perspective. Journal of Brand Management, 12(4), 264–278.
  • Odabaşı, Y. & Oyman, M. (2002). Pazarlama iletişimi yönetimi (11. bs.). İstanbul: MediaCat.
  • Özkundakçı, M. (2014). Üçü bir arada reklamcılığa giriş-medya planlama-kreatif düşünce. İstanbul: Hayat Yayınları.
  • Pappu, R., Quester, PG & Cooksey, R.W. (2006). Consumer-based brand equity and country-of-origin relationships: some empirical evidence. European Journal of Marketing, 40(5/6), 696–717.
  • Peltekoğlu, F. B. (2007). Halkla ilişkiler nedir? (5. bs.). İstanbul: Beta Yayıncılık.
  • Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263–274.
  • Prindle, R. (2011). A public relations role in brand messaging. International Journal of Business and Social Science, 2(18), 32–36.
  • Radder, L. & Huang, W. (2008). High-involvement and low-involvement products: a comparison of brand awareness among students at a South African University. Journal of Fashion Marketing and Management: An International Journal, 12(2), 232–243.
  • Shang, Q., Pei, G., Dai, S., & Wang, X. (2017). Logo effects on brand extension evaluations from the electrophysiological perspective. Frontiers in Neuroscience, 11, 1–8.
  • Sundar, A., & Kellaris, J. J. (2017). How logo colours influence shoppers' judgments of retailer ethicality: The mediating role of perceived eco-friendliness. Journal of Business Ethics, 146 (3), 685–701.
  • Süer, İ. (2014). Pazarlama ilkeleri. Ankara: Nobel Yayınları.
  • Tarafdar, M. & Zhang, J. (2008). Determinants of reach and loyalty, a study of Website performance and implications for Website design. Journal of Computer Information Systems, 48(2), 16–24.
  • Taşkın, Ç. (2018). Marka ve marka stratejileri (3.ed.). Bursa: Dora Basım-Yayın.
  • Taşoğlu, P.N (2018). Çok katlı pazarlama (2. ed.). Kocaeli: Umuttepe Yayınları.
  • Tolon, M. & Zengin, Y.A (2016). Bütünleşik pazarlama iletişimi yönetimi. Ankara: Detay.
  • Tuncel, H. (2009). Halkla ilişkiler anlayışıyla bütünleşik pazarlama iletişimi. İstanbul Üniversitesi İletişim Fakültesi Dergisi/Istanbul University Faculty of Communication Journal, (35), 115–136.
  • Van den Bosch, A. L., Elving, W. J., & de Jong, M. D. (2006). The impact of organisational characteristics on corporate visual identity. European Journal of Marketing, 7(8), 870–885.
  • Vlahvei, A., Notta, O., & Grigoriou, E. (2013). Establishing a strong brand identity through a website: The case of Greek Food SMEs. Procedia Economics and Finance, 5, 771–778.
  • Wänke, M., Herrmann, A., & Schaffner, D. (2007). Brand name influence on brand perception. Psychology & Marketing, 24(1), 1–24.
  • Werther Jr, W. B., & Chandler, D. (2005). Strategic corporate social responsibility as global brand insurance. Business Horizons, 48(4), 317–324.
  • Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.

Bütünleşik Pazarlama İletişimi Unsurlarının Kurgulanmış Marka Kimliği Üzerindeki Etkisi

Year 2022, Issue: 9, 225 - 250, 26.12.2022
https://doi.org/10.56676/kiad.1109448

Abstract

Bu çalışmada, gerek akademik çalışmalarda gerekse sektörel uygulamalarda öne çıkan bütünleşik pazarlama iletişimi unsurlarının küresel spor giyim markaları bağlamında kurgulanmış marka kimlikleri üzerinde nasıl bir etki yarattığı araştırılmıştır. Çalışmada bütünleşik pazarlama iletişimi unsurlarından olan web site, sosyal medya, reklam, halkla ilişkiler, doğrudan pazarlama ve marka öğelerinin (logo, isim, renk) hangilerinin marka kimliği üzerinde etkili olduğunu ve bu etkiye bağlı olarak marka bilinirliliğinin nasıl şekillendiğini ortaya koymak araştırmanın önemini oluşturmaktadır. Yapılan analizler doğrultusunda; Bütünleşik Pazarlama İletişimi unsurlarından halkla ilişkiler, web site ve marka ögelerinden de ismin, kurgulanmış marka kimliğini etkilediği sonucuna ulaşılmıştır.

References

  • Aaker, D. A. (1996). Building strong brands. New York: The Free Press.
  • Ak, M. (2011). Marka yönetimi ve imaj. İstanbul: Hayykitap.
  • Babacan, E., & Koker, N. E. (2008). Managing destination website as a marketing communications tool: Comparative website analysing of Turkey, Spain, and Dubai. International Journal of Management Perspectives, 1(1), 5–19.
  • Baysal, A. (2006). Doğrudan pazarlamanın kurucusu Lester Wunderman. İstanbul: MediaCat.
  • Bowker, D. (2003). The public relations perspective on branding. R. Clifton & J. Simmons (Eds.), Brands and branding (p. 143-155) in. New York: Bloomberg Press.
  • Castells, M. (2008). Enformasyon çağı: Ekonomi, toplum ve kültür-ağ toplumunun yükselişi (2nd ed.). (E. Kılıç, Trans.), İstanbul: İstanbul Bilgi Üniversitesi Yayınları.
  • Chi, H.K, Yeh, H.R & Yang, Y.H. (2009). The Impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. Journal of International Management Studies, 4(1), 135–144.
  • Deniz, E. (2010). Markalaşma ve reklam. (2nd ed.). İstanbul: Kumsaati Yayın.
  • Dospinescu, N. (2014). The public relations events in promoting the brand identity of the city. Economics and Applied Informatics, (1), 39–46.
  • Erciş, M.S. (2010). Pazarlama iletişiminde temel yaklaşımlar. Ankara: Nobel Yayın. Florek, M., Insch, A., & Gnoth, J. (2006). City council websites as a means of place brand identity communication. Place Branding, 2(4), 276–296.
  • Foroudi, P., Dinnie, K., Kitchen, P. J., Melewar, T. C., & Foroudi, M. M. (2017). IMC antecedents and the consequences of planned brand identity in higher education. European Journal of Marketing, 51(3), 528–550.
  • Gustafson, T., & Chabot, B. (2007). Brand awareness. Cornell Maple Bulletin, 105, 1–5.
  • He, H., Li, Y. & Harris, L. (2012), Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657.
  • Hsieh At & Li Ck. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence and Planning, 26(1), 26–42.
  • Hughes, D.J., Rowe, M., Batey, M. & Lee, A. (2012). A tale of two sites: Twitter vs Facebook and the personality predictors of social media usage. Computers in Human Behavior, 28(2), 561–569.
  • Jankovic, M. (2012). Integrated marketing communications and brand identity development. Management Journal for Theory and Practice Management, 17(63), 91–100.
  • Japutra, A., Keni, K., & Nguyen, B. (2015). The impact of brand logo identification and brand logo benefit on Indonesian consumers' relationship quality. Asia-Pacific Journal of Business Administration, 7(3), 237–252.
  • Japutra, A., Molinillo, S., & Wang, S. (2018). Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes, and relationship quality. Journal of Retailing and Consumer Services, 44, 191–200.
  • Jin, C., Yoon, M., & Lee, J. (2019). The influence of brand colour identity on brand association and loyalty. Journal of Product & Brand Management, 28(1), 50–62.
  • Jordá‐Albiñana, B., Ampuero‐Canellas, O., Vila, N., & Rojas‐Sola, J. I. (2009). Brand identity documentation: a cross‐national examination of identity standards manuals. International Marketing Review, 26(2), 172–197
  • Kara, S., Gunasti, K., & Ross, W. T. (2020). My brand identity lies in the brand name: personified suggestive brand names. Journal of Brand Management, 27(5), 607–621.
  • Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The effects of brand name suggestiveness on advertising recall. Journal of Marketing, 62(1), 48–57.
  • Kırık, A.M & Orkan, S. (2016). Değişen iletişim pratikleri çerçevesinde sosyal medyada sanal dedikodu etkisi. A. Büyükaslan & A.M. Kırık (Eds.), Göz (@) lenen toplumdan göz (@) lenen bireye sosyal medya araştırmaları 3. (s. 17–42) içinde. İstanbul: Çizgi Kitabevi Yayınları.
  • Kim, D. Y., Lehto, X. Y., & Morrison, A. M. (2007). Gender differences in online travel information search: Implications for marketing communications on the internet. Tourism Management, 28(2), 423–433.
  • Kohli, C. S., Harich, K. R., & Leuthesser, L. (2005). Creating brand identity: a study of evaluation of new brand names. Journal of Business Research, 58(11), 1506–1515.
  • Kotler, P. (2000). Marketing management: The millennium edition (Vol. 199). Upper Saddle River, NJ: Prentice Hall.
  • Kotler, P. (2015). Kotler ve pazarlama-pazar yaratmak, pazar kazanmak ve pazara egemen olmak (4. bs.). İstanbul: Agora
  • Kronberg, M. (2020). Colour and shape in logo design: influence on consumer perceptions of brand personality (Master’s Thesis). Department of Marketing, Hanken School of Economics.
  • Macdonald, E., & Sharp, B. (2003). Management perceptions of the importance of brand awareness as an indication of advertising effectiveness. Marketing Bulletin, 14, 1–15.
  • Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework and research propositions. Journal of Advertising, 34(4), 69–80.
  • Nandan, S. (2005). An exploration of the brand identity–brand image linkage: A communications perspective. Journal of Brand Management, 12(4), 264–278.
  • Odabaşı, Y. & Oyman, M. (2002). Pazarlama iletişimi yönetimi (11. bs.). İstanbul: MediaCat.
  • Özkundakçı, M. (2014). Üçü bir arada reklamcılığa giriş-medya planlama-kreatif düşünce. İstanbul: Hayat Yayınları.
  • Pappu, R., Quester, PG & Cooksey, R.W. (2006). Consumer-based brand equity and country-of-origin relationships: some empirical evidence. European Journal of Marketing, 40(5/6), 696–717.
  • Peltekoğlu, F. B. (2007). Halkla ilişkiler nedir? (5. bs.). İstanbul: Beta Yayıncılık.
  • Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263–274.
  • Prindle, R. (2011). A public relations role in brand messaging. International Journal of Business and Social Science, 2(18), 32–36.
  • Radder, L. & Huang, W. (2008). High-involvement and low-involvement products: a comparison of brand awareness among students at a South African University. Journal of Fashion Marketing and Management: An International Journal, 12(2), 232–243.
  • Shang, Q., Pei, G., Dai, S., & Wang, X. (2017). Logo effects on brand extension evaluations from the electrophysiological perspective. Frontiers in Neuroscience, 11, 1–8.
  • Sundar, A., & Kellaris, J. J. (2017). How logo colours influence shoppers' judgments of retailer ethicality: The mediating role of perceived eco-friendliness. Journal of Business Ethics, 146 (3), 685–701.
  • Süer, İ. (2014). Pazarlama ilkeleri. Ankara: Nobel Yayınları.
  • Tarafdar, M. & Zhang, J. (2008). Determinants of reach and loyalty, a study of Website performance and implications for Website design. Journal of Computer Information Systems, 48(2), 16–24.
  • Taşkın, Ç. (2018). Marka ve marka stratejileri (3.ed.). Bursa: Dora Basım-Yayın.
  • Taşoğlu, P.N (2018). Çok katlı pazarlama (2. ed.). Kocaeli: Umuttepe Yayınları.
  • Tolon, M. & Zengin, Y.A (2016). Bütünleşik pazarlama iletişimi yönetimi. Ankara: Detay.
  • Tuncel, H. (2009). Halkla ilişkiler anlayışıyla bütünleşik pazarlama iletişimi. İstanbul Üniversitesi İletişim Fakültesi Dergisi/Istanbul University Faculty of Communication Journal, (35), 115–136.
  • Van den Bosch, A. L., Elving, W. J., & de Jong, M. D. (2006). The impact of organisational characteristics on corporate visual identity. European Journal of Marketing, 7(8), 870–885.
  • Vlahvei, A., Notta, O., & Grigoriou, E. (2013). Establishing a strong brand identity through a website: The case of Greek Food SMEs. Procedia Economics and Finance, 5, 771–778.
  • Wänke, M., Herrmann, A., & Schaffner, D. (2007). Brand name influence on brand perception. Psychology & Marketing, 24(1), 1–24.
  • Werther Jr, W. B., & Chandler, D. (2005). Strategic corporate social responsibility as global brand insurance. Business Horizons, 48(4), 317–324.
  • Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.
There are 51 citations in total.

Details

Primary Language English
Journal Section Research Articles
Authors

Hilal Kılıç 0000-0002-6628-4080

Tariq Elhadary 0000-0002-3151-5352

Onur Türker 0000-0002-5119-0313

Publication Date December 26, 2022
Published in Issue Year 2022 Issue: 9

Cite

APA Kılıç, H., Elhadary, T., & Türker, O. (2022). The Impact of Elements of Integrated Marketing Communication on Planned Brand Identity. Kastamonu İletişim Araştırmaları Dergisi(9), 225-250. https://doi.org/10.56676/kiad.1109448