Vol: 11, Issue: 1 2021

Page: 039-060

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, Ahmed Ghazi Mahdi

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.