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Design & Development the IMC Model for Chain Store

Author

Listed:
  • Mohammad Aghaei
  • Amin Asadollahi
  • Meysam Azizi Kouchaksaraei

Abstract

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.

Suggested Citation

  • Mohammad Aghaei & Amin Asadollahi & Meysam Azizi Kouchaksaraei, 2016. "Design & Development the IMC Model for Chain Store," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(5), pages 315-315, April.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:5:p:315
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    References listed on IDEAS

    as
    1. Meysam Azizi Kouchaksaraei & Hamed Movahedizadeh & Hoda Mohammadalikhani, 2016. "Determinant of the Relationship between Natural Gas Prices and Leading Natural Gas Countries¡¯ Stock Exchange," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 8(4), pages 246-253, April.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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