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Building strong brands in a modern marketing communications environment
Abstract
To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed.
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Citations
Cited by
Ashley, C., & Tuten, T. (2015) · Psychology & Marketing · doi:10.1002/mar.20761 · Cited by 1,462
The effect of social media communication on consumer perceptions of brands
Schivinski, B., & Dabrowski, D. (2016) · Journal of Marketing Communications · doi:10.1080/13527266.2013.871323 · Cited by 940
Hewett, K., Rand, W., Rust, R. T., & van Heerde, H. J. (2016) · Journal of Marketing · doi:10.1509/jm.15.0033 · Cited by 366
Social commerce: The transfer of power from sellers to buyers
Hajli, N., & Sims, J. (2015) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2015.01.012 · Cited by 298
Chi, H.-H. (2011) · Journal of Interactive Advertising · doi:10.1080/15252019.2011.10722190 · Cited by 294
Metadata
- Authors
- Keller, K. L.
- Venue
- Journal of Marketing Communications
- Publisher
- Informa UK Limited
- Published
- 2009-07
- Volume
- 15
- Issue
- 2-3
- Pages
- 139-155
- ISSN
- 1352-7266 (ISSN-L)
- 1466-4445
- OpenAlex
- W2015443460
- Cited by
- 1,141
- References
- 0
- FWCI
- 42.65
- Type
- journal article
- Language
- en
- Open access
- closed
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- Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications. https://doi.org/10.1080/13527260902757530
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.
