The Impact Of Mobile Marketing On Consumer Based Brand Equity: Evidence From Brand Proliferation
Mustafa Hisham Al Saghrge
Altinbaş University, Institute of Graduate Studies, Business Administration, Turkey
Prof. Dr. Ozlem Ozarslan Saydar
Altinbaş University, Institute of Graduate Studies, Business Administration, Turkey
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http://doi.org/10.37648/ijps.v19i01.014
Abstract
This study aims to investigate the impact of mobile marketing on the expansion of new businesses in Iraq. According to the study's findings, SMS marketing considerably enhances brand recognition and perceived quality. Utilizing customized, interactive, and generic communications is an effective method for increasing brand recognition. It has also been demonstrated that both generic and personalized statements positively affect an individual's perception of the quality of a product or service. SMS marketing may increase brand association benefits by meticulously selecting messages and obtaining the recipients' express consent. Using a random sample strategy was ideal for this study because it garnered information from multiple companies that have used mobile marketing to advertise their products. Five Hundred individuals from clothing sector of Iraq responded to the questionnaire via random selection. Each participant received three SMS advertisements throughout the experiment's four-month duration. Future research may extend the experimental phase and increase the number and variety of ads to confirm the results.
Keywords:
Mobile Marketing; Brand Equity; Brand Association; Brand Loyalty; Brand Awareness; SMS Marketing
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