Integrated Marketing Communications (IMC) for Sustainability Related to Consumers’ Purchasing Decisions for Apple Brand Products in Bangkok
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Abstract
This research investigates 1) consumers’ perceptions of Apple’s integrated marketing communication (IMC) for sustainability, 2) their level of purchase intention for Apple’s products, 3) whether the purchase intention for Apple’s products varies based on demographic characteristics, and 4) the relationship between IMC for sustainability and the decision to purchase Apple’s products. Using a quantitative approach, the study administered an online questionnaire to 400 consumers in Bangkok who were either aware of or had previously purchased Apple products. Data analysis involved 1) descriptive statistics and 2) inferential statistics, specifically one-way ANOVA and Pearson’s correlation. The results indicate that 1) consumers hold a highly favorable opinion of Apple’s IMC for sustainability, encompassing advertising, personal selling, sales promotion, publicity/public relations, and direct marketing. 2) The average level of purchase intention for Apple’s products was also high. 3) No statistically significant difference was found in the purchase intention for Apple’s products across different demographic characteristics (p > 0.05). And 4) there is a highly positive and statistically significant relationship (p < 0.01) between IMC for sustainability and the decision to purchase Apple brand products. These findings can inform the integrated marketing communication strategy for sustainability to foster Apple brand loyalty.
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