Integrated Marketing Communication and Brand Performance of Listed Companies in Kenya

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dc.contributor.advisorReuben Njugunaen_US
dc.contributor.authorNg’ang’a, Juliet Waruguru
dc.date.accessioned2023-08-09T13:03:04Z
dc.date.available2023-08-09T13:03:04Z
dc.date.issued2023
dc.descriptionA 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 Universityen_US
dc.description.abstractIntegrated 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.en_US
dc.description.sponsorshipkenyatta universityen_US
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/26703
dc.language.isoenen_US
dc.publisherKenyatta universityen_US
dc.subjectIntegrated Marketing Communicationen_US
dc.subjectBrand Performanceen_US
dc.subjectCompaniesen_US
dc.subjectKenyaen_US
dc.titleIntegrated Marketing Communication and Brand Performance of Listed Companies in Kenyaen_US
dc.typeThesisen_US
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