Information Technology Directors’ Efforts on Innovation, Integrated Marketing Communications and Brand Equity

Abstract

Purpose The main purpose of this study is to examine information directors in the area of communication activities related to innovation and marketing decisions in branding. Design/methodology/approach The study is quantitative and utilized structural equation modeling technique with the approach of minimum trivial squares for analyzing the data. In all, 130 questionnaires were distributed among information technology directors in Tehran and they form the statistical population for the research. Findings The results suggested that innovation in integrated marketing communications has positively significant effect. In addition, both the variables of innovation and integrated marketing communications positively and significantly affect the three components of brand equity (namely, brand image, the perceived quality and brand loyalty). Originality/value Despite the growing acknowledgment, the importance of innovation, integrated marketing communications and brand equity, however, there are few studies on the role and importance of information technology directors’ efforts on innovation, integrated marketing communications and brand equity.