Integrated marketing communication (imc) and brand identity as critical components of brand equity strategy: A Conceptual Framework and Research Propositions

Sreedhar Madhavaram, Vishag Badrinarayanan, Robert E. McDonald

Research output: Contribution to journalArticle

144 Scopus citations

Abstract

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 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.

Original languageEnglish
Pages (from-to)69-80
Number of pages12
JournalJournal of Advertising
Volume34
Issue number4
DOIs
StatePublished - 2005

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