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 McDonald

Research output: Contribution to journalArticle

Original languageEnglish
Pages (from-to)69-80
JournalJournal of Advertising
StatePublished - Jan 1 2005

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