Integrated Marketing Communication and Brand Performance of Listed Companies in Kenya
Loading...
Date
2023
Authors
Ng’ang’a, Juliet Waruguru
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta university
Abstract
Integrated marketing communications plays a critical role in marketing activities of
companies in the contemporary business context. Although Kenyan companies have
embraced the use of integrated marketing communication in marketing, its effect on brand
performance remains lowly untested. This is partly because some companies have failed to
fully embrace the tools of integrated marketing communication such as the use of online
marketing. This study’s broad purpose was to find the effect that integrated marketing
communication has on brand performance of listed companies in Kenya. The specific
objectives that this sought were to establish the effect that online marketing, advertising,
public relations and sales promotion had on brand performance of companies listed in Kenya.
This study was anchored on theory of reasonable action, and strong theory of advertising The
research designed adopted in the study was descriptive design. A population of 64 marketing
managers of the 64 companies currently listed in the Nairobi Stock Exchange formed the unit
of analysis. Census approach was employed where data from 64 marketing managers were
collected. Primary data was collected using questionnaires with internal reliability measured
using Cronbach’s alpha coefficient benchmarked at 0.70. The validity was measured using
face, content, and construct while reliability for internal consistency of the research
instrument tested was also test. Descriptive parameters such as sample mean and sample
standard deviation were employed to analyse the data collected via SPSS software. The study
findings revealed a positive correlation between the study variables. The study concluded
that, advertising services, billboards, online advertising, road shows and advertising
newspapers influenced Kenya's listed companies, and also had an effect that was significant
on brand performance. The research concludes that most firms sales promotions have
influenced their brand performance positively. The promotion of sales speeds up the process
of consciousness and thus maximizes sales. It was recommended that, Kenya's management
of the listed companies must improve their advertising efforts and continuously advertise,
with clear brand messaging to raise awareness of their products and boost their sales volume
by attracting new clients and retaining old clients. The Company requires maximizing the use
of the various elements social media (Twitter, Facebook, and blogs) to interact, inform, and
promote feedback from a new target market that has not been exploited. Companies should
try to regulate the network's communication environment in an attempt to ensure that their
brand message is obviously passed through. Furthermore, the research proposes that another
research be carried out in order to investigate the efficacy of integrated marketing
communication instruments in other sectors.
Description
A Research Project Submitted in Partial Fulfillment of
the Requirements for the Award of the Degree of Master of
Business Administration (Marketing Option)
School of Business, Economics and Tourism
Kenyatta University
Keywords
Integrated Marketing Communication, Brand Performance, Companies, Kenya