Adopting Silent Marketing Activities in Light of The Leading Brand: A Prospective Study of A Sample of Customers Zayouna Mall in Baghdad
Asma Habib Nima
Ministry of Higher Education / Al-Farabi College
Ahmed Ghazi Mahdi
Ministry of Health Iraq
Download PDFAbstract
This study investigated the effect of leading brand elements on silent marketing activities
through a survey study of a sample of Zayouna mall customers in Baghdad. This study aims to
determine the effect of awareness, loyalty and brand image on adopting silent marketing
activities represented by absolute silence, calm and positive, as the research tries to provide a
comprehensive theoretical framework for the most important presentation by writers and
researchers about the research variables, data were collected using a questionnaire-based
survey consisting of 36 Questions and distributed to 54 customers. The research tries to
answer a set of questions that embody the research problem (is there a correlation and
influence between the dimensions of the brand and silent marketing, and does the leading
brand positively and morally enhance the relationship with silent marketing), in order to
analyze the data obtained from the questionnaires, the methods were used. Quantity such as
mean, standard deviation, coefficient of variation, simple correlation probability, and
structured equation modeling. The results show that the elements of the leading brand
activities have a significant influence on the adoption of silent marketing activities. Finally,
the study recommends that management should improve and enhance the brand through the
application of appropriate activities for the company's work to reach and adopt silent
marketing activities.
Keywords: Silent Marketing Activities; Leading Brand; Customers Zayouna Mall; branding
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