دور الاتصالات التسويقية المتكاملة في تحسين الصورة الذهنية باستخدام نموذج التحليل العاملي التوكيدي : دراسة ميدانية لسوق الالبسة

Abstract EN

This paper focuses on the impact of integrated marketing communication on improving brand image by studying an analytical statistic that requires prior research to determine the marketing communication mix used in this market by examining for distributors, wholesalers and retailers before measuring the impact using the empirical analysis model.

After the matching of the proposed model and a different calculation as the indicators of olute conformity, comparative conformity, and economic matching, which were confirmed, the values were extracted, which was positive and statistically significant.

The combination of marketing communication has an effect on improving the mental image through its three dimensions.