The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions
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.
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Citations
Cites
Evolving to a New Dominant Logic for Marketing
Vargo, S. L., & Lusch, R. F. (2004) · Journal of Marketing · doi:10.1509/jmkg.68.1.1.24036 · Cited by 14,779
Cited by
Social identity perspective on brand loyalty
He, H., Li, Y., & Harris, L. (2012) · Journal of Business Research · doi:10.1016/j.jbusres.2011.03.007 · Cited by 561
Metadata
- Authors
- Madhavaram, S., Badrinarayanan, V., & McDonald, R. E.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2005-12
- Volume
- 34
- Issue
- 4
- Pages
- 69-80
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2082139626
- Cited by
- 331
- References
- 1
- FWCI
- 21.62
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions. https://app.cochat.ai/papers/10.1080/00913367.2005.10639213
- The paper
- Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions. Journal of Advertising. https://doi.org/10.1080/00913367.2005.10639213
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
