INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions
2005; Taylor & Francis; Volume: 34; Issue: 4 Linguagem: Inglês
10.1080/00913367.2005.10639213
ISSN1557-7805
AutoresSreedhar Madhavaram, Vishag Badrinarayanan, Robert E. McDonald,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoThis 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.
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