Psychological determinants of the quality of brand relationships from the perspective of integrated marketing communications
, Vol.8
, Thirtieth Issue
PP:66
Authors:
Associate Prof. Dr. Ahmed Mohamed Khatab-Associate Prof. of Public Relations,Public Relations & Advertising Department,Mass Communication Faculty,Cairo University
Abstract:
The study aimed to test the effect of five psychological factors on the quality of brand relationships. The five factors are: the pattern of information representation, expectations about the brand, the direction toward the user of the brand, the concept of self, and the desire to distinguish the brand.
The study was applied to a sample of current and potential consumers of a number of brands belonging to the category of special goods, in the period from January to April 2020.
The results of the study proved the validity of scientific hypotheses related to the influence of psychological factors on the quality of brand relations, but to varying degrees.
Key Words:
Integrated Marketing Communications, Branding, Brand Relationships.
Research Language:
Arabic
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