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

Madhavaram, Sreedhar; Badrinarayanan, Vishag; McDonald, Robert E.

doi:10.1080/00913367.2005.10639213

Cited by 242 publications

(214 citation statements)

References 35 publications

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“…Terkait dengan konteks pelayanan, Carlson, Gove, dan Dorsch menunjukkan bahwa sukses IMC dapat menghasilkan respon pelanggan yang diinginkan (Madhavaram et al, 2005). Berdasarkan dari berbagai penelitian dan berbagai peneliti telah menguji kekuatan yang di hasilkan oleh kegiatan IMC yang dilakukan suatu perusahaan dalam upaya memajukan bisnisnya, salah satunya termasuk meningkatkan jumlah konsumen.…”

Section: Integrated Marketing Communicationsunclassified

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Peran Imc Dalam Pemilihan Mommilk Manahan Solo Sebagai Pilihan Kunjungan Konsumen

Purwaningsih

Purworini²

2017

komuniti

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A. PENDAHULUANMommilk merupakan kedai susu yang didesain sedemikian rupa agar dapat menarik para konsumen sehingga tertarik dengan menu-menu yang ditawarkan atau yang disuguhkan, dengan rasa penasaran para konsumen akan berdatangan seiring dengan mencoba rasanya. Kedai susu Mommilk menggunakan bahan cepat saji yaitu susu murni yang dijamin kualitasnya, serta adanya diskon / voucher pada pembelian minimal lima puluh ribu rupiah (Raiz, 2014).Melihat pertumbuhan bisnis kuliner yang berkembang pesat, Dinas Kebudayaan

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Section: Integrated Marketing Communicationsunclassified

“…Menurut Kitchen (dalam Madhavaram et al, 2005) menekankan bahwa "berorientasi pada strategi komunikasi merek yang terintegrasi dapat membantu bisnis bergerak maju, di dunia yang sangat kompetitif dari abad ke-21". Dapat diartikan bahwa strategi komunikasi mampu mendorong suatu perushaan untuk bergerak maju.…”

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Peran Imc Dalam Pemilihan Mommilk Manahan Solo Sebagai Pilihan Kunjungan Konsumen

Purwaningsih

Purworini²

2017

komuniti

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“…Consequently, it is therefore necessary for organisations to coordinate towards consistent brand messages (Delgado-Ballester et al, 2012). From a strategic perspective, consistency requires sharing common brand content through various communication touch points (Keller, 2003), a practice critical to the building of brand image and BF (Madhavaram, Badrinarayanan & McDonald, 2005).…”

Section: Brand Exposure Brand Knowledge and Brand Familiaritymentioning

confidence: 99%

Are consumers’ quality perceptions influenced by brand familiarity, brand exposure and brand knowledge? Results from a wine tasting experiment

Priilaid

Human

Pitcher

et al. 2017

SAJBM

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Theory posits that, over time, placebo-type brand-equity effects may develop through the process of wine purchase and consumption. This being so, the extent to which factors like brand familiarity, brand exposure and brand knowledge combine to inform and reinforce such brand-equity effects remains still largely unexplored. With the aim of modelling this potentially mediating dynamic, we present a two-stage wine tasting experiment employing the combined reportage of fourteen experimental groups, each consecutively tasting seven Sauvignon Blanc wines first blind, and then, afterwards, sighted. Results demonstrate how brand familiarity mediates the effect of brand exposure on the sighted assessment of wine both directly, and via its relation to brand knowledge. This novel finding extends the literature on the consumer response to brand information, suggesting that conventional mass media marketing strategies aimed merely at imparting brand knowledge may prove insufficient unless they also create a degree of brand familiarity in the minds of their customers.

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“…Lassar and his collaborators (1995) develop a brand equity scale that consists of five dimensions, namely performance, social image, value, reliability and loyalty that the brand provides (Koçak & Özer, 2004:193). Konecnik and Gartner (2007) figure out brand equity as brand awareness, brand image, perceived quality and brand loyalty while Madhavaram et al (2005) and Jara & Cliquet (2012) do it as brand image and awareness. Yoo et al (2000) have constructed Aaker's (1991) fundamental brand equity model in figuring out brand equity.…”

Section: The Dimensions Of Brand Equitymentioning

confidence: 99%

Determining the impact of brand equity on consumer purchase intention

Özçifçi

2017

International Journal of Social Sciences and Education Research

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

Cited by 242 publications

References 35 publications

Peran Imc Dalam Pemilihan Mommilk Manahan Solo Sebagai Pilihan Kunjungan Konsumen

Peran Imc Dalam Pemilihan Mommilk Manahan Solo Sebagai Pilihan Kunjungan Konsumen

Are consumers’ quality perceptions influenced by brand familiarity, brand exposure and brand knowledge? Results from a wine tasting experiment

Determining the impact of brand equity on consumer purchase intention

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