—The objective of this research is to examine the correlation between integrated marketing communication and the brand equity of a Thai beverage company. The findings contribute to a more effective marketing strategy plan for a company.
The sample for this study consisted of four hundred participants who were customers of the company, and questionnaires were used as a research instrument. In order to test the research’s hypotheses, Pearson’s correlation coefficient was conducted to investigate the correlation between the integrated marketing communication and the company’s brand equity.
The results of the hypothesis reveal that there is a direct correlation between the integrated marketing communication and brand equity. Therefore, it is recommended that different types of integrated marketing communication should be appropriately selected in order to efficiently improve brand equity.
—Brand equity, integrated marketing communication, beverage company.
Kulachet Mongkol is with the College of Graduate Study in Management, Khon Kaen University, Thailand (e-mail: firstname.lastname@example.org).
Cite: Kulachet Mongkol, "Integrated Marketing Communication to Increase Brand Equity: The Case of a Thai Beverage Company," International Journal of Trade, Economics and Finance vol.5, no.5, pp. 445-448, 2014.