The Relationship among Integrated Marketing Communication, Brand Association and Involvement Moderator－A Case Study of CK Education Institution for Civil Servant Examination

• Main Authors: Shih-Jung Chiu, 邱仕榮
• Other Authors: 陳連勝
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/rexv6e

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 101 === This study investigates the relationship between integrated marketing communication of CK education institution for civil servant examination and brand association of consumers.Through literature references and logical infenence , we found that the relationship is necessary to be further clarified. Moreover, it is supposed that involvement of public information will affect the relationship between integrated marketing communication and brand association. The data for this study was collected by means of questionnaires. It is filled out from students of registered in each CK branch ,university students and consumer who coming each CK branch and used purposive sampling.1,500 questionnaires were sent out and the valid questionnaires were 1,236 and invalid questionnaires were 264. This data was analysed with spss18.0 , found that integrated marketing communication and brand association has significant positive correlation, and the various dimensions of integrated marketing communication and brand association has also significantly positive correlation. In addition, the involvement has positively moderator effect during the integrated marketing communication and brand association. But there was an exception, the relationship between promotion and brand association immoderate by involvement. Through empirical results, explained meaning of the case company management to explore its use of integrated marketing communication and thinking about the integration of various marketing tool, for different degrees of involvement of consumers analyze different marketing instruments influence.