Integrated Marketing Communication in Building Customer-Based Brand equity: A Review Paper
Journal Title: International Journal Of Management And Economics Invention - Year 2016, Vol 2, Issue 3
Abstract
This study examines the impact of integrated marketing communication in building customer-based brand equity for firms and its customers. In today’s dynamic and technological -driven marketing environment, traditional advertising media such as TV, radio, magazine and newspaper seem to be losing grip on consumers. This changing media landscape brought about by the dynamic marketing environment has forced marketers to re-evaluate how they should communicate with consumers and increase brand equity for the firm and to its customers, employing the concept of integrated marketing communications became a promising option. Understanding the needs and wants of consumers and organizations and devising products and programs to satisfy them are at the heart of successful marketing. Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers directly or indirectly about the existence of a brand. Integrated marketing communication tries to mix and match communication options –that is, how to employ a range of communication options in a coordinated or integrated fashion to build customer –based brand equity. According to the customer-based brand equity model, marketing communication can contribute to brand equity by creating awareness of the brand; linking points- ofparity and point -of – difference association to the brand in consumers’ memory, eliciting positive brand judgements or feelings ;and facilitating a stronger consumer brand connection and brand resonance. In this study, the main focus is on the influence of IMC in customer-based brand equity. However, a number of factors such as brand knowledge, brand awareness, brand image, brand association has influence on this work. We considered the importance of IMC .The paper also presents the customer-based brand equity model. We consider how the relationship between IMC and customer-based brand equity and components of brand knowledge
Authors and Affiliations
Agodi Joy Eberechukwu
Keywords
Related Articles
- EP ID EP211470
- DOI -
- Views 153
- Downloads 0
Municipal Management in a Systemic Perspective
The municipal management is influenced by the phenomena causation (cause and effect), by the model of rational expectations and the market roles. This requires a targeted planning, where the assessment of the benefits, o...
Leadership Personalities: Extrovert, Introvert or Ambivert?
This paper endeavors to expand the idea put forth by practitioners and some scholars that a leader must be an extrovert to be a good leader. It will provide examples of very successful and well-known leaders that have ex...
Effects Of Managers’ Self-Interest Motivation On Listed Company’s Business Performance
In recent years, managers' self-interest motivation has been attracting more and more attention from both the academia and practice. Therefore, the ways and depth of managers' self-interest motivation influencing listed...
ETHNICITY AND CORPORATE GOVERNANCE PERFORMANCE IN NIGERIA: Problems And Prospects
A lot has been written and discussed about ethnicity and the dangers it portends on the socioeconomic development of any country vis-à-vis Nigeria. These salient scholarly contributions have been on either its effects on...
Mobile money regulations and protection of users of Mobile Money in Uganda
Mobile money service has been growing in Uganda since its inception in 2009. Many Ugandans, rich and poor, embraced the service which is considered to be the key to help ease payments and receipts as well as assist those...