THE EFFECT OF MARKETING COMMUNICATIONS THROUGH THE KING POWER #SHOPSAVE STAYSAFE CAMPAIGN ON CONSUMER PURCHASE INTENTION OF LUXURY BRANDS

Abstract

The purpose of this study is to determine effects of marketing communica-tions of KING POWER #SHOPSAVESTAYSAFE campaign on consumers’ brand purchase intention. Research method applied in this research is survey with 270 respondents. Results show that the most effective marketing communications of KING POWER #SHOPSAVESTAYSAFE campaign is ‘Exhibition’ ***(r=0.833), followed by public relations news and information (r=0.769), personal selling (r=0.668), sales promotion (r=0.634), advertisement (r=0.629) and direct sales (r=0.563) respectively. Finally, marketing communications of KING POWER #SHOPSAVESTAYSAFE campaign was found to be related with the purchase intention of the consumer.