Analyzing the Role of Brand Marketing Communication on Building Brand Authenticity; A Case of Pakistan’s Soft Drink Industry

Abstract

Purpose: Brand marketing communications have vital role in marketing strategy and brand authenticity is considered vital part of strategy by many firms. This study examines the impact of brand marketing communication on authenticity and originality of the soft drinks industry of Pakistan and clarity of positioning playing the mediating role between these variables. The major focus of the research was to determine how different types of marketing communication (Advertising, sponsorships, social media, and corporate social responsibility) helps to determine the originality and authenticity of the soft drink brands. Background: Soft drinks are part of FMCGS and fall in category of low involvement products. Brand marketing communications is not as naïve as it used to be, this is due to increased clutter and competition in the market. Social media marketing and digital marketing have also played a vital role in this regard. By strategically working on these area marketers can shape authenticity of their brands and authenticity is relevant to low involvement products. Methodology: Data are collected through online questionnaires made on google forms. This data is analyzed and tested through statistical software SPSS and different statistical tools such as Regression, Correlation and Reliability. Hayes process is done to test mediator. Results: The findings based on 300 responses shows that the total effect of brand marketing communication on brand authenticity is strong and this relation is mediated by clarity of positioning.