The role of innovative marketing mix practices in enhancing the brand image. An analytical study of the opinions of a sample of workers in the Kufa Cement Factory

Abstract

This research aims to determine the role played by the innovative marketing mix in enhancing the brand image. To achieve the objectives of the research, the relationship and influence were studied between the dimensions of the independent variable represented by the innovative marketing mix, which are (innovative promotion, innovative price, innovative product, and innovative distribution) and the variable. Affiliate brand image. The methodology dealt with a group of paragraphs, the most important of which is the research problem, the content of which is represented by the weak interest of the administrative leaders in the Kufa Cement Factory in the importance of the innovative marketing mix to enhance the image of the brand. The research problem was defined in several questions centered around the form and nature of the relationship between the research variables, where the main question revolves around how the researched organization can (Iraqi General Cement Company) used the innovative marketing mix to enhance the brand’s image. In light of this, a hypothetical diagram was built that embodies the relationship between the variables in question, and a set of main and sub-hypotheses emerged from it. A number of working employees were targeted, and their number reached (1,132) employees, according to Kufa Cement Factory data. (287) workers were selected, so (287) questionnaires were distributed, (246) questionnaires were obtained, and a hypothetical chart was built that represents the relationship between the variables of our study, according to which a set of hypotheses were formed, direct effect, correlation, and indirect relationship, and (Excel) programs were used. 2007, SPSS Var 24 & AMOS.var24) for data processing. Our study resulted in a number of conceptual and practical conclusions, including that the foundations of the innovative marketing mix are closely linked to rethinking and working to improve the work of organizations, and the brand constitutes an essential pillar for strengthening the competitive position of the organization.