The role of Integrated Marketing Communications in Brand Engagement and Consumer Behavior

The study aims to investigate the role of integrated marketing communication in terms of emotional dependence on brand engagement and sport consumer behavior. This research was descriptive-correlational in terms of nature, and an applied research in terms of objective. Also, it is a single cross-sectional study in terms of time and implementation. Research data were collected through a questionnaire. The validity of the questionnaire was confirmed by confirmatory factor analysis. The sample consisted of 384 consumers of sport goods that were selected and studied through a purpose and convenience sampling method. Structural Equation Modeling method was used to analyze the data. The results showed that the conceptual model of research has a good fit and integrated marketing communication has a significant effect on the behavior of consumers and their emotional dependence on the brand. Therefore, sport kits and sportswear manufacturers should try their best to use brand communication to create an emotional tendency and dependency to the brand.