EFFECTS OF INTEGRATED MARKETING COMMUNICATION ON BRAND LOYALTY: THE CASE OF ETHIOPIAN AIRLINES

Abstract

This study intended to examine the effect of Integrated Marketing Communication (IMC) on Brand Loyalty of Ethiopian Airlines (EAL) and identify which IMC practices significantly predict Brand Loyalty. This study employs both descriptive and explanatory re- search designs, as well as a mixed research approach. Interview and questionnaire were employed for qualitative and quantitative data, respectively. Questionnaire was used to gather data from149 samples drawn from the total population of 250 using simple random sampling method. Moreover, interview was 5 respondents chosen using purposive sampling method. SPSS version 26 was used to process quantitative data and analyzed usingdescriptive and inferential statistics. The results of regression analysis indicate that brand loyalty is significantly impacted by IMC practices. The study reveals that the R-square value is 0.617, which explains 61.7% of the variation in brand loyalty is explained by IMC practices. From the total of four study variables, advertising and personal selling had a statistically significant positive effect on brand loyalty. However, direct marketing and sales promotion did not cause a statistically significant effect on brand loyalty. Based on the findings, it is recommended that the industry should consider prioritizing the above-mentioned four significant IMC practices while attempting to build brand loyalty. However, further research is necessary to consider other factors in predicting brand loyalty.