Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-May12-Article8-Structural Equation Modeling Approach To Elucidate The Impact Of IMC On Brand Equity In Life Insurance Industry
- Price : 80.00
- Published on March 17, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
This paper investigates the impact of Integrated Marketing Communication in building Brand Equity in Life Insurance Industry by using components of IMC and Brand Equity. Further, this research is valuable in finding how the consumer perceives and is aware of the brand by different marketing communication programmes. IMC can make the communication with an organization’s target audience more efficiently and effectively, thus enabling the formation of brand awareness and brand image, and ultimately leading to higher brand equity and enhancing the customer accessibility & forms an organizational value. SEM is used for testing the hypothesis, as it is the best multi -variant procedure for testing both the construct validity and the theoretical relationship. Keywords: Integrated Marketing Communication, Brand Equity, Life Insurance Industry, Structural Equation Model
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.