AN ANALYSIS OF INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND EQUITY ON MARKET PERFOMANCE

Abstract

Brands with strong brand equity will have a positive influence on the market performance as it is more likely to increase the
profitability of a firm. Consumer based brand equity has been recognized as an excellent way to develop an exclusive long-term
relationship to create higher level of brand loyalty among customer’s. In this study, an analysis of the relationship between the
mediating variable brand equity with the market performance in vast areas of Selangor using a sample of 600 firms were selected
based on size of the firms covering all 9 all districts in the Selangor region. The relationship proved brand equity had significant
relationship with respect to market performance.