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INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions
- 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.
- Subjects :
- Marketing
ComputingMilieux_THECOMPUTINGPROFESSION
business.industry
Communication
Brand awareness
Advertising
Development theory
Nature versus nurture
Brand management
Conceptual framework
Brand identity
Brand equity
Business and International Management
business
Integrated marketing communications
Subjects
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