Exploring the Relationship between Brand Switching and Integrated Marketing Communication in the Apparel Industry of Pakistan

Abstract

In today's economic and technological advancements era, accelerated technological innovations create business and marketing opportunities. Due to this, there is a need to better align the strategies of the companies with respect to the external environment. To do this, companies need to understand integrated marketing communication. The study focuses on integrated marketing communication and brand switching. The apparel and clothing industry of Pakistan has been taken into account. Three dependent variables have been taken: advertising, personal media and sales promotion. Brand switching has been treated as an independent variable. Besides this, consumer behavior has been taken as moderating variable. The study belongs to the quantitative research methodology. A survey method has been used, and a questionnaire has been designed to gather information. Furthermore, 80 respondents have been taken into this study. The questionnaire has been made on a 5-point Likert scale. A judgmental sampling technique has been used to find the respondents. Pearson correlation tests have been conducted on the variables. The results showed that brand switching has a positive relationship with other variables. Future research is needed to gain insights into Integrated Marketing Communication (IMC)