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- W2912684506 abstract "The study investigates the role of integrated marketing communications (IMC) and its effect on brand equity (BE) and business performance (BP) in Ghana’s microfinance institutions (MFIs). A total of 407 key staff of MFIs were surveyed using a questionnaire. Purposive sampling technique was employed to select respondents. Partial Least Squares (PLS) was used to test the hypothesised relationships between the constructs in the study. The results indicate a significant positive relationship between IMC and BE on one hand; IMC and BP on the other; and BE and BP. Finally, the study found that BE mediates the relationship between IMC and BP. The study provides a useful guide to strategy in marketing communications by delineating the crucial role that IMC plays in brand performance." @default.
- W2912684506 created "2019-02-21" @default.
- W2912684506 creator A5086237478 @default.
- W2912684506 date "2019-02-12" @default.
- W2912684506 modified "2023-09-30" @default.
- W2912684506 title "Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective" @default.
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- W2912684506 doi "https://doi.org/10.1080/13527266.2019.1574868" @default.
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