Building strong brands in a modern marketing communications environment

Abstract

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can… (More)

Topics

4 Figures and Tables

Statistics

Citation Velocity

Citations per Year

Citation Velocity: 11

Averaging 11 citations per year over the last 3 years.

Learn more about how we calculate this metric in our FAQ.

Cited By

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ROTTERDAM SCHOOL OF MANAGEMENT, ERASMUS UNIVERSITY DEPARTMENT OF MARKETING MANAGEMENT MASTER IN SCIENCE, MARKETING MANAGEMENT Advantages of strong brands on customer reach and customer engagement on social media marketing

Are brand benefits perceived differently in less developed economies ? A scale development and validation

Jérôme Lacoeuilhe, Selima Ben Mrad, Samy Belaïd, Maria Petrescu, Samy Belaid
2018

Gender-related differences in brand-related social media content: An empirical investigation

Ligita Zailskaitė-Jakštė, Robertas Damaševičius
2017 13th International Computer Engineering…
2017

Getting the word out on Twitter: the role of influentials, information brokers and strong ties in building word-of-mouth for brands

Theo Araujo, Peter Neijens, Rens Vliegenthart
2017

Getting the word out on Twitter: the role of influentials, information brokers and strong ties in building word-of-mouth for brands Araujo,

T. B. Neijens, P. C. Vliegenthart, Theo Araujo, Peter Neijens, Rens Vliegenthart
2017

Applying Brand Equity Theory to Understand Consumer Opinion in Social Media

Evangelos Kalampokis, Areti Karamanou, Efthimios Tambouris, Konstantinos A. Tarabanis
J. UCS
2016

Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

MARKETINŠKE KOMUNIKACIJE, SVJESNOSTI O MARKI, +5 authors Josip Mikulić
2016

The Sensory Stimuli Model; Engage with the Consumer Senses for Brand Distinguishes

Hassan Esmailpour, Mehdi Zakipour
2016

Generating brand awareness in Online Social Networks

Albert A. Barreda, Anil Bilgihan, Khaldoon Nusair, Fevzi Okumus
Computers in Human Behavior
2015

HOW USER AND MARKETER GENERATED CONTENT ON FACEBOOK INFLUENCE BRAND PERCEPTION Research into the influence of persuasion knowledge in contemporary media landscape

Fitria Jelyta
2015

References

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Showing 1-10 of 15 references

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K. L. Keller
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Marketing’s Credibility: A Longitudinal Investigation of Marketing Communication Productivity and Shareholder Value

Xueming Luo, Naveen Donthu
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Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands

Kevin Lane Keller
2001

Building strong brands in a modern marketing communications environment

Abstract

Topics

4 Figures and Tables

Statistics

Citation Velocity: 11

Cited By

ROTTERDAM SCHOOL OF MANAGEMENT, ERASMUS UNIVERSITY DEPARTMENT OF MARKETING MANAGEMENT MASTER IN SCIENCE, MARKETING MANAGEMENT Advantages of strong brands on customer reach and customer engagement on social media marketing

Are brand benefits perceived differently in less developed economies ? A scale development and validation

Gender-related differences in brand-related social media content: An empirical investigation

Getting the word out on Twitter: the role of influentials, information brokers and strong ties in building word-of-mouth for brands

Getting the word out on Twitter: the role of influentials, information brokers and strong ties in building word-of-mouth for brands Araujo,

Applying Brand Equity Theory to Understand Consumer Opinion in Social Media

Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

The Sensory Stimuli Model; Engage with the Consumer Senses for Brand Distinguishes

Generating brand awareness in Online Social Networks

HOW USER AND MARKETER GENERATED CONTENT ON FACEBOOK INFLUENCE BRAND PERCEPTION Research into the influence of persuasion knowledge in contemporary media landscape

References

Strategic brand management: Building, measuring, and managing brand equity

Advertising and brand equity

Industry turns page on page view stats

Integrated marketing communications: Provenance, practice and principles

How integrated marketing communication’s ‘touchpoints

How to count eyeballs

Marketing’s Credibility: A Longitudinal Investigation of Marketing Communication Productivity and Shareholder Value

The vanishing mass market

The 30-second spot is dead, long live the 30-second spot. Adweek, November 17. On-line Publisher’s Association

Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands

Slides referencing similar topics

Building strong brands in a modern marketing communications environment

Abstract

Topics

4 Figures and Tables

Statistics

Citation Velocity: 11

Cited By

ROTTERDAM SCHOOL OF MANAGEMENT, ERASMUS UNIVERSITY DEPARTMENT OF MARKETING MANAGEMENT MASTER IN SCIENCE, MARKETING MANAGEMENT Advantages of strong brands on customer reach and customer engagement on social media marketing

Are brand benefits perceived differently in less developed economies ? A scale development and validation

Gender-related differences in brand-related social media content: An empirical investigation

Getting the word out on Twitter: the role of influentials, information brokers and strong ties in building word-of-mouth for brands

Getting the word out on Twitter: the role of influentials, information brokers and strong ties in building word-of-mouth for brands Araujo,

Applying Brand Equity Theory to Understand Consumer Opinion in Social Media

Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

The Sensory Stimuli Model; Engage with the Consumer Senses for Brand Distinguishes

Generating brand awareness in Online Social Networks

HOW USER AND MARKETER GENERATED CONTENT ON FACEBOOK INFLUENCE BRAND PERCEPTION Research into the influence of persuasion knowledge in contemporary media landscape

References

Strategic brand management: Building, measuring, and managing brand equity

Advertising and brand equity

Industry turns page on page view stats

Integrated marketing communications: Provenance, practice and principles

How integrated marketing communication’s ‘touchpoints

How to count eyeballs

Marketing’s Credibility: A Longitudinal Investigation of Marketing Communication Productivity and Shareholder Value

The vanishing mass market

The 30-second spot is dead, long live the 30-second spot. Adweek, November 17. On-line Publisher’s Association

Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands

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