Values and Semantics of good governance in integrated marketing communications and its relationship to brand loyalty

Document Type : Original Article

Author

Assistant Professor, Department of Public Relations and Advertising, Faculty of Mass Communication - Cairo University.

Abstract

The study is based on the concept of Stakeholder Governance through Consumer Governance, which includes the involvement of parents of students in the basic education stage in private schools operating in Egypt in the processes of continuous guidance and control by integrating them through electronic governance mechanisms E-Governance. E-governance enhances the participation of beneficiaries in order to achieve the principles of good governance in transparency, disclosure, accountability and justice to achieve efficiency, effectiveness and service improvement. Marketing communications need to be integrated with the governance system of educational institutions, which adds another dimension to it within the dimensions of integration.
The  objective of the study is to identify the extent of the success of interactive marketing communication through electronic communication pages in achieving adaptation with the requirements of good governance that maximize the value of the brand.
The study employed the quantitative approach through the survey through the questionnaire form whose data was completed electronically and through the interview with a sample of 200 individuals from the parents of students in the “Al-Fustat Private School” in the period of preparation for the examination of the second semester of the academic year 2019-2020.
 
 
 

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