The Role of Marketing Creativity in Shaping A Company’s Mental Image: A Field Study At The General Company for Pharmaceutical Industries in Samarra
DOI:
https://doi.org/10.71285/icpt.v3i2.28Keywords:
Marketing creativity, Mental image, General Company for Pharmaceutical Industries in SamarraAbstract
The main objective of this research was to analyse the extent to which marketing creativity in its various dimensions (product, pricing, promotion and distribution)—contributes to reinforcing the corporate image of the General Company for Pharmaceutical Industries in Samarra, the research community. The study sample consisted of 44 senior and middle managers. Adopting a descriptive-analytical approach, the data collected from the sample via a questionnaire were analyzed and tested using statistical analysis software (SPSS 26). The research hypotheses were tested, and it was concluded that marketing creativity, in all its dimensions, makes an effective contribution to and has a significant impact on establishing the company’s brand image within the research field. Several recommendations were put forward, the most notable of which was the effective use of marketing creativity activities to reinforce the company’s mental image through the presentation of products, pricing and promotional offers, and by facilitating product delivery to maintain its presence in the minds of its customers.
References
P. Emoedume, “The Impact of Creative Marketing Strategy on Sales Volume: Case: Omegayksi Oy,” Finland, 2025.
O. Ungerman, J. Dedkova, and K. Gurinova, “The impact of marketing innovation on the competitiveness of enterprises in the context of industry 4.0,” Journal of Competitiveness, vol. 10, no. 2, pp. 132–148, 2018.
R. V Gavva, E. N. Lozhkomoeva, and T. V Nechaeva, “Application of Innovative Marketing Tools in Educational Activities of Higher Education Institutions,” Vestnik Universiteta, vol. 1, no. 12, pp. 43–48, 2020.
T. Ichim, “Innovative marketing in the performing arts,” Bulletin of the Transilvania University of Braşov, Series VIII: Performing Arts, vol. 13, no. 2-Suppl, pp. 123–130, 2020.
R. P. Tutiasri, S. N. Febriyanti, A. F. Huzain, and A. S. Nugroho, “Creative marketing strategies of Sembung Batik,” in 2nd International Media Conference 2019 (IMC 2019), Atlantis Press, 2020, pp. 387–396.
H. Cuevas-Vargas, R. Fernandez-Escobedo, H. A. Cortes-Palacios, and L. Ramirez-Lemus, “The Relation Between Adoption of Information and Communication Technologies and Marketing Innovation as a Key Strategy to Improve Business Performance,” Journal of Competitiveness, vol. 13, no. 2, pp. 23–40, 2021.
G. A. Khalf and S. M. Ali, “The Role of Innovative Marketing in Enhancing Creativity of Industrial Organizations,” Journal of Economics and Administrative Sciences, vol. 30, no. 140, pp. 172–187, 2024.
B. H. M. Al-Ta’i and A. A. Y. Al-Hamdani, “Crowdsourcing and its role in enhancing marketing creativity: An analytical study of the views of a sample of employees in furniture trading companies in the city of Mosul,” Tikrit Journal of Administrative and Economic Sciences, vol. 21, no. 70, pp. 104–124, 2025.
M. R. Hamoud and F. Al-Bakini, “The Role of Human Capital Dimensions in Enhancing Marketing Creativity: An Exploratory Study of the Views of a Sample of Employees at Zain and Assial,” Tikrit Journal of Administrative and Economic Sciences, vol. 21, no. 2-Special, pp. 1005–1027, 2025.
K. Y. Taban, A. Aso Kurdo, and Q. H. Karzan, “COVID-19’S Impact on Brand, Campaigning and Marketing Creativity: A Social Marketing Theoretical Approach,” QALAAI ZANIST Scientific Journal, vol. 6, no. 4, pp. 944–954, 2021.
H. A. Saeed and M. Babaz, “The role of marketing creativity in achieving a strategy of excellence in an economic organization: A case study of the Techno Organization in Algiers,” Algeria, 2023.
S. I. Rajab and M. S. Muhammad, “An assessment of the current state of marketing creativity: An exploratory study of the views of a sample of retailers at Al-Wazir Detergent Manufacturing Company in Kirkuk Governorate,” Journal of Humanities and Administrative Sciences, vol. 4, no. 2, pp. 186–212, 2024.
R. Habila and A. Soueid, “The Role of Marketing Creativity in Improving an Organisation’s Mental Image: A Case Study of Mobilis,” Mila, Algeria, 2025.
A. K. Omar and A. M. Abdullah, “Creativity and its role in promoting the ethics of ‘pink products’: An exploratory study of the opinions of a sample of in-store customers at Al-Mufrad shops in Salah al-Din Governorate,” Al-Qastas Journal of Administrative, Economic and Financial Sciences, vol. 4, no. 2, pp. 101–120, 2022.
B. R. K. Sadiq and D. R. F. Abdullah, “Strategic awareness and its role in achieving marketing creativity: An analytical study of the views of managers in a number of companies and tourist offices in the Kurdistan Region of Iraq,” The Scientific Journal of Cihan University, vol. 7, no. 1, pp. 209–233, 2023.
E. J. McCarthy, Basic Marketing: A Managerial Approach. Richard D. Irwin, 1960.
P. Kotler and K. L. Keller, Marketing Management, 15th ed. Pearson Education, 2016.
B. Abla, “The impact of product marketing innovation on customer loyalty: An exploratory study on a sample of consumers of the ‘Omar bin Omar’ brand in the province of Biskra,” Economic and Administrative Research, vol. 8, no. 1, pp. 253–276, 2014.
D. Quaye and I. Mensah, “Marketing innovation and sustainable competitive advantage of manufacturing SMEs in Ghana,” Management Decision, vol. 57, no. 7, pp. 1535–1553, 2019.
H. Aksoy, “How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)?,” Technol. Soc., vol. 51, pp. 133–141, 2017.
H. A. Ghazab and A. I. Jassim, “The role of marketing creativity in the success of a tourist trip: An applied study of the views of a sample of managers and employees of tourism companies in Karbala Governorate,” Al-Asala Journal, vol. 2, no. 10, pp. 47–69, 2024.
N. A.-R. Al-Kamri and E. H. Saud, “Tourists’ mental image and its impact on the strategic success of hospitality organisations,” Al-Ghari Journal of Economic and Administrative Sciences, vol. 15, no. 2, pp. 207–244, 2018.
M. A. J. Al-Shimari, “Digital marketing in enhancing the organisation’s mental image: An exploratory study of the opinions of employees at the Iraqi telecommunications company Asiacell, Holy Karbala branch,” Iraq, 2017.
T. M. M. A. Al-Shimari, “The Role of Relationship Marketing in Enhancing an Organisation’s Mental Image: An Analytical Study of the Opinions of a Sample of Employees at Kalah Food Products Trading Company in the Holy Province of Karbala,” Iraq, 2024.
M. M. Sator, “The visual brand and its impact on the organization’s mental image,” The Academic Journal, no. 121, pp. 351–370, 2026.
B. M. Bani, “The role of the external customer in achieving marketing creativity,” Journal of the Islamic University College, vol. 1, no. 18, pp. 590–627, 2012.
A. Farzita, “The role of marketing creativity in improving the competitiveness of small and medium-sized enterprises: A case study of the Southern Plastic Processing Unit,” Ouargla, Algeria, 2011.
E. Badawi, “Comparative Analysis of Legal Frameworks Shaping Space Activities in the GCC Countries,” in IISL Colloquium on the Law of Outer Space, in IAC 2024. International Astronautical Federation (IAF), 2024, pp. 634–646. doi: 10.52202/078384-0063.
D. Adcock, R. A. Al-Halborg, and C. Ross, Marketing: Principles and Practice, 4th ed. Financial Times/Prentice Hall, 2001.
R. Wahshi, “The role of social media in marketing creativity within Algerian economic organisations,” M’Sila, Algeria, 2020.
A. Kunanusorn and D. Puttawong, “The mediating effect of satisfaction on student loyalty to higher education institutions,” Eur. Sci. J., vol. Special Edition, no. 1, 2015.
L. Sufyan and B. Nouraldin, “Managing the mental image of tourist destinations: A proposed model,” Al-Afak Journal of Economic Studies, vol. 3, pp. 28–46, 2017.
S. H. Al-Tarawneh and R. A. A. Al-Assasfah, “The Impact of Socialisation Patterns on the Formation of Mental and Social Perceptions of Work Among Jordanian Youth,” Studies: Humanities and Social Sciences, vol. 51, no. 4, pp. 32–50, 2024.
S. Y. S. Anwar, “The public’s mental image of Burnig Airlines in the city of Misrata: A field study,” North African Journal of Scientific Publishing, vol. 3, no. 4, pp. 1–15, 2025.
N. Salmi and S. Boubaker, “The impact of marketing citizenship on improving the mental image of healthcare organizations in Al-Masiila: An analytical study of the effect of social responsibility on public perception,” The Economic Researcher Journal, vol. 11, no. 1, pp. 252–273, 2024.
H. Hamissi, “The impact of promotional innovation on improving a product’s image among consumers: A case study of a random sample of residents of Mila regarding food products,” 2020.
S. H. Y. Mohammed, “The use of Facebook to improve the mental image of electricity companies: A case study of the Sudanese Thermal Power Generation Company,” Sudan, 2016.
R. Kuvykaite and Z. Piligrimiene, “Communication in social media for company’s image formation,” Economics and Management, vol. 18, no. 2, pp. 305–317, 2013.
S. P. Mandina, C. V Maravire, and V. S. Masere, “Effectiveness of Corporate Social Responsibility in Enhancing Company Image,” Journal of Applied Business and Economics, vol. 16, no. 3, 2014.
K. I. A.-A. Isaac, “Factors influencing the formation of the mental image of telecommunications companies: A survey of Escalate users in the United Arab Emirates for the period from 10 May 2020 to 10 November 2020,” Al-Adab Journal, no. 139, pp. 589–614, 2021.
T. H. Al Shammari and A. Z. Al Massaad, “The Effect of Using Flipped Classroom Strategy on Academic Achievement and Motivation towards Learning Informatics for 11th Grade Students,” Journal of Educational and Psychological Studies [JEPS], vol. 13, no. 1, p. 65, Jan. 2019, doi: 10.24200/jeps.vol13iss1pp65-85.
M. S. Hamo, Fundamentals and Strategies of Product Management. Amman, Jordan: Daraya Al-Raya for Publishing and Distribution, 2015.
N. A. Mohan and B. M. Jasim, “Indicators of the mental image of Baghdad University students vis-à-vis Iraqi political parties: A survey study for the period from 9/1/2013 to 1/1/2014,” Al-Researcher Practical Journal, no. 32, 2016.
A. Marrakchi and A. Al-Almawi, “The role of integrated marketing communications in improving brand image using confirmatory factor analysis: A field study of the clothing market,” Journal of Finance and Business Economics, vol. 8, 2018.
H. A. H. Adam and M. S. M. Salih, “Role of Social Responsibility in Enhancing Mental Image,” vol. 20, no. 5, pp. 216–227, 2021.
S. M. Saleh, “The Impact of Brand Image on Online Purchase Intention: The Mediating Role of Perceived Quality: An Analytical Study from the Perspective of Environmentally Conscious Consumers in Basra Governorate,” Journal of Business Economics for Applied Research, vol. 8, no. 2, pp. 126–149, 2026.
S. A. AL-Rhaimi, “The Impact of Internal Marketing on the Mental Image of the Tourism Program,” Int. J. Mark. Stud., vol. 7, no. 3, p. 76, 2015.
Y. M. H. Ali and K. H. A. Al-Hariri, “Digital marketing and its role in improving an organisation’s brand image: A field study of the Yemeni-Omani United Telecommunications Company,” Journal of Educational Sciences and Humanities, vol. 46, pp. 222–244, 2025.
H. Mansour and S. Ben Sahnoon, “The impact of an organisation’s mental image on consumers: A case study of Algérie Télécom,” Journal of Economic Problems and Development, vol. 2, no. 1, pp. 217–235, 2023.
M. D. Taher, “The Mental Image of E-Learning in Iraqi Universities from the Perspective of the Academic Elite,” Iraq, 2023.
P. Kotler and K. L. Keller, Marketing Management, 15th ed. Pearson Education, 2016.
