Designing an Integrated Marketing Communication Model and Its Impact on Brand Image and Corporate Financial Performance Performance (Case Study: Zamyad Automotive Company)

This study aims to prioritize and select a combination of marketing communication tools, while enhancing the brand position and increasing the financial performance of the company in terms of sales volume and market share, to help the firm achieve its goals. Previous research has emphasized the importance of prioritizing and optimizing communication tools, but has not addressed the effect of quantitative indicators such as sales volume and market share and promoting and enhancing the brand of the company that will increase the profitability of the company. Therefore, in this model, it is tried to measure the effects of the variables studied on brand reinforcement and financial performance of the company. This study is descriptive in terms of purpose and descriptive in terms of nature of data collection. The statistical population of the study was customers of Zamyad Automotive Company. Based on Cochran formula, 357 people were selected as sample. The data collection tool was a standard questionnaire. The validity and reliability of the questionnaire were confirmed. LISREL software was used to test and test the hypotheses. The results of this study showed that applying integrated marketing communication can have a positive and significant effect on company brand image. After conducting this research and announcing the results and suggestions and solutions presented to the relevant units, the necessity of applying integrated marketing communications and developing a marketing communications program should be taken into consideration by the relevant authorities.