The Effects of Intergrated Marketing Communications on Brand Equity: A Case Study of Eunidar Investments (PVT) LTD

This research on the effects of integrated marketing communications on brand equity: A case study of Eunidar investments (pvt) ltd was undertaken because the organization has been failing to improve their market share, sales as well as their profits. Objectives of this study were to determine the effects of advertising on brand equity of Eunidar in Harare, Zimbabwe, to ascertain the effects of social media marketing on brand equity of Eunidar in Harare, Zimbabwe and to measure the effects of public relations on brand equity. This research study adopted the Aaaker (1991) model of brand equity. In this study the researcher adopted positivism research philosophy, quantitative research strategy as well as cross sectional survey so as to attain research objectives of this study. This study used a sample size of 140 employees which was attained through the use of Krejcie and Morgan (1970) sample size determination. The researcher circulated 140 questionnaires to employees of Eunidar Investments through a convenience sampling technique. The response rate of the study was 90% which was excellent for this research study. It was observed that advertising has effects such as improving sales, improving profits, improving market share, improving competitive advantage of Eunidar as well as assisting the organization to attain its objectives. Moreover this study established that Eunidar now a days are using social media tools such as facebook, twitter, whatsapp, Instagram and linked in so as to boost their sales as well as their brands. The company has adopted social media to improve their brand awareness. It was also established that respondents of the study attach different meanings to the concept of social media. The researcher also noted that public relations which is used by the organization through the use of social media influencers has assisted the organization to improve their brand equity. The study recommended that Eunidar should create a separate department, which handles all the marketing activities of an organization as well as setting aside marketing budgets.