In the case of brands, companies require marketing
communication in order to deliver particular brand messages
to consumers. According to Kotler & Keller (2009), marketing
communication represents the company’s‘voice’ and its brand,
opening a way to a dialogue and relationship with consumers.
Through marketing communication, companies may inform,
persuade, and remind consumers, both directly and indirectly,
of their products (Kotler & Keller, 2009). Various marketing
communication tools can be used to deliver messages from
particular brands. In retail stores, marketing communica