The role of wave marketing content in strengthening brand compass pillars: A descriptive analytical research in selected stores in the city of Kirkuk

Abstract

The research aims to explore the role of wave marketing, represented by its dimensions (Strategy, tactics, value), in enhancing brand compass pillars (Brand vision, shared brand understanding, brand commitment, brand experience) within select retail stores in Kirkuk Province (MAXI MALL, ANKA MALL, O3, Carrefour). The researcher adopted a descriptive-analytical approach to achieve the study's objective, collecting data through a structured questionnaire as the primary research tool. A total of 325 questionnaires were distributed among customers of these stores. The study found a significant correlation between wave marketing and brand compass, with wave marketing positively influencing brand compass. Additionally, the research provided several recommendations.