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

@article{Madhavaram2005INTEGRATEDMC,
  title={INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions},
  author={Sreedhar Madhavaram and Vishag A. Badrinarayanan and R. McDonald},
  journal={Journal of Advertising},
  year={2005},
  volume={34},
  pages={69 - 80}
}
  • Sreedhar Madhavaram, Vishag A. Badrinarayanan, R. McDonald
  • Published 2005
  • Business
  • Journal of Advertising
  • 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… CONTINUE READING
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