Relationship between the Integratedness Criteria of Marketing Communication Tools and Consumer Based Brand Equity (CBBE) in Iran’s Food Industry

Marketing communication tools play a significant role for a corporation to reach its goals, such as; promotion of the value of its brand. In this article, we are going to analyze the relationship between the integratedness criteria of marketing communication tools and Consumer Based Brand Equity and its different dimensions, such as; brand awareness, perceived quality, brand associations and brand loyalty. In this research, the authors have used descriptive survey method and the target population was chosen out of marketing managers and experts of food companies accepted in stock exchange of Tehran and customers of their main brands. The data collected out of survey were analyzed through Structural Equation Modeling, the result of which suggests that there is a significant relationship between the integratedness criteria of marketing communication tools and consumer based brand equity. Therefore, it seems essential to pay more attention to criteria and indexes of integrated marketing communication tools to achieve and promote brand equity.