The Effect of Integrated Marketing Communications on Strength of Trade Name of Asia marine insurance

The present study investigates the effect of advertising, sales promotion, public relations, direct marketing on the strength of a marine insurance brand.

This applied and descriptive-survey study is based on structural equations. Out of 61 Asia Insurance Agencies, 55 agencies were selected on the basis of Cochran sampling. The measurement tool included a questionnaire and Cronbach's alpha test was used to evaluate the reliability of the questionnaire. The validity of the questionnaire was confirmed by experts. Pearson correlation coefficient, multiple regression analysis and structural equation modeling were used.

The findings show that the careful attention of marine insurance organizations to different types of techniques and platforms in the fields of advertising, sales promotion, public relations, direct marketing can enhance the strength of the marine insurance brand and insurance managers should be familiar with the new knowledge of communicate in marketing.

Advertising, sales promotion, public relations, direct marketing have a positive and significant effect on the strength of a marine insurance brand, and, as a result, the use of existing techniques in integrated marketing communications has a role in the strength of the brand and performance of marine insurance.