Brand Building in Light of Hidden Marketing - An Exploratory Study of the Opinions of A Sample of Customers of the Baghdad Soft Drinks Company

Abstract

The research seeks to discover the nature of the relationship between branding and hidden marketing and understand customers’ response to hidden marketing techniques, as well as provide a practical framework that serves relevant companies to improve brand-building strategies in light of hidden marketing. The problem has been formulated by answering the following question: Is there a role for hidden marketing in building the brand? A random sample of 201 individuals who consumed soft drinks from Pepsi Baghdad Company was chosen. The questionnaire was adopted as a tool for collecting data, and the statistical analysis program SPSS v26 and the Smart PLS4 program were used to analyze the data and reach results. Research The research’s most important conclusion is the existence of a correlation and a moral impact between hidden marketing and brand building. And The most important recommendation is the necessity of enhancing reliance on hidden marketing mechanisms to build a distinct brand.