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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/511

Title: The study of integrated marketing communication on high and low involvement product which affected toward customer brand engagement
Authors: Ratanakamol Chansiri
Keywords: Integrated marketing
high involvement product
low involvement product
customer brand engagement
Issue Date: 2009
Publisher: ฺBangkok University
Abstract: Market strategy is the essential part of business plan due to effort and focus by gain benefit, effectiveness and successful toward business company. Integrated Marketing Communication (IMC) is one element that made business going forward which aimed to approaching marketing communication tools such as advertising, public relations, direct marketing, sale promotion and personal selling direct to target customers and ensure that those customers will be aware of it product or service. Product or service has the level of involvement product; low and high which are the variable when the marketers chosen IMC to create and maintain a relationships among the product brand and its customers. The best IMC will be present strengthen relationships which affected toward customers brand engagement. To achieve this research purpose, I have studied on how each IMC tools are reach to make the engagement between product brand by the level of involvement product and customers. The research studied consists by literature review of study area then used methodology by questionnaire to collect of data resulted according to research questions and assumptions following by analysis of collected data and presenting of what finding out. Finally the study shows that IMC has affected toward customer brand engagement even used to present on high or low involvement product. IMC lead existing customers to be aware and engage on product or service brand.
Description: Independent Study (MBA)--Graduate School Bangkok University, 2009
Subjects: Communication in marketing--Research
Brand loyalty--Research
Advisor(s): Wuthichai Sitthimalakorn
URI: http://dspace2.bu.ac.th/jspui/handle/123456789/511
Appears in Collections:Independent Studies - Master
Independent Studies

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