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Synergizing Public Relations and Marketing Communication for Enhanced Brand Equity in Retail Commerce: A Study of Sokoto Metropolis
Basiru Saidu
Abstract:
This study explored how Public Relations and Marketing Communication coordinate to influence brand equity among retail firms in Sokoto metropolis. The study was anchored in Integrated Marketing Communication (IMC) Theory. The study employed a qualitative case study design, through semi-structured interviews with (15) fifteen Public Relations officers purposively selected from retail firms in Sokoto metropolis which include Sauki Leader works. Data were analyzed using Braun and Clark’s six-step thematic analysis. Findings revealed that fragmented communication practices, low budget allocation, leadership challenges and limited effective collaboration were the problem of the retail firms. The findings further indicate that firms with centralized communication leadership and shared digital platforms demonstrate stronger message consistency, improved customer engagement and enhanced brand loyalty. The study also found that adopting Integrated Marketing Communication principles in business and digital marketing can significantly improve brand equity.
Keywords:
Synergizing, Public Relations, Marketing Communication, Brand, Equity, Retail Commerce.
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