Integrated Marketing Communications Strategy and Marketing Factor Affecting Marketing Survival of Fashionable Apparel Businesses in Thailand
Keywords:
Integrated Marketing Communication Strategy, Marketing Factor, Marketing Survival, Fashionable Apparel Businesses in ThailandAbstract
The purpose of this research was to examine the effects of integrated marketing
communication strategy on marketing competitiveness and marketing survival of fashionable apparel
businesses in Thailand. The model was empirically tested by using data collected from a
questionnaires in a mail survey of 129 fashionable apparel businesses located in Thailand. The
results indicated channel congruence focus had a significant positive on brand trust, customer
loyalty, market acceptance and marketing competitiveness. Similarly, cross-functional activity had
a significant positive on customer loyalty, market acceptance and marketing competitiveness.
Likewise, homogeneous image capability had a significant positive on brand trust, customer loyalty,
and marketing competitiveness. In addition, brand trust, customer loyalty, market acceptance had
a significant positive on marketing competitiveness. Besides, marketing competitiveness had an
effect on marketing survival. Therefore, the regression equation was introduced by MCC = 0.235 +
0.326CCF + 0.297CFC + 0.224HIC and MSU = 0.402 + 0.828MCC. Thus, reaching the goal of
implementing integrated marketing communication strategies, marketing executives should focus
on channel congruence focus, cross-functional activity, and homogeneous image capability. This
will help to achieve market success and be able to survive in the market
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