Effects of Integrated Marketing Communication Channels on Brand Equity at Samsung Phone Kenya

The purpose of this thesis was to examine the effects of integrated marketing communication channels on brand equity at Samsung phone Kenya Ltd, and more specifically on awareness and loyalty that are said to be critically affected by communication. In order to capture the required information the study was guided by four objectives, To determine the influence of electronic media on brand equity at Samsung phone Kenya, to establish the extent to which print media influence brand equity at Samsung phone Kenya, to assess the effects of social media on brand equity at Samsung phone Kenya and to examine the influence of online media on brand equity at Samsung phone Kenya. The paper reviewed past research and theories regarding ways of measuring the communication effects of the major IMC tools which include Television, print, online and social media. To establish validity, the research instrument was given to two experts who were experienced in integrated marketing communication channels and brand equity. Validity was determined by use of content validity index (CVI) Whereby a CVI of 0.747 was obtained. For reliability analysis the study involved questionnaires from 38 respondents and Cronbachs alpha was calculated by application of SPSS. The Study employed a descriptive survey design utilizing both primary and secondary data. Three hundred and eighty four copies of Structured and unstructured questionnaires were used to collect primary data and were administered to the Samsung mobile phone users visiting the Nairobi service centers while secondary data was collected through literature and document review. The postulated objectives were tested by employing the Pearson Correlation statistical tool which was facilitated by the statistical package for social sciences (SPSS), while the main method of data presentation was frequency distribution tables. Findings of the study showed that the variables considered that is, electronic media, social media, print media and online media significantly influence brand equity at Samsung mobile Kenya with online media having the biggest influence followed by social media, electronic media and lastly print media. The study therefore recommends that Samsung mobile Kenya should increase more funding on advertising in online media, social media, electronic media and print media in the order of the most influential to further boost brand equity. Further research was recommended on the different forms of integrated marketing communication channels on brand equity among Samsung competitors like LG, Techno, Sony and others so as to compare the market trends. It would be interesting to see the advantages and drawbacks of different integrated marketing communication channels, as well as which channel has been most effective in brand equity.