Back to Search Start Over

INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions

Authors :
Vishag Badrinarayanan
Sreedhar Madhavaram
Robert E. McDonald
Source :
Journal of Advertising. 34:69-80
Publication Year :
2005
Publisher :
Informa UK Limited, 2005.

Abstract

This paper presents integrated marketing communication (IMC) and brand identity as critical components of the firm's brand equity strategy. Specifically, the authors provide a brand equity strategy schematic that details (1) the role of IMC in creating and maintaining brand equity, and (2) the role of brand identity in informing, guiding, and helping to develop, nurture, and implement the firm's overall IMC strategy. The authors also present a conceptual framework with testable research propositions toward IMC theory development. Finally, a discussion of implications for academics and practitioners is provided, and opportunities for future qualitative and quantitative research are suggested.

Details

ISSN :
15577805 and 00913367
Volume :
34
Database :
OpenAIRE
Journal :
Journal of Advertising
Accession number :
edsair.doi...........dc2a78a6be01fbdd755863ac04a5957e
Full Text :
https://doi.org/10.1080/00913367.2005.10639213