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

2005 ◽  
Vol 34 (4) ◽  
pp. 69-80 ◽  
Author(s):  
Sreedhar Madhavaram ◽  
Vishag Badrinarayanan ◽  
Robert E. McDonald
Keyword(s):  
Conceptual Framework ◽  
Brand Equity ◽  
Brand Identity ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Critical Components ◽  
Research Propositions

scholarly journals PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND EQUITY PERBANKAN SYARIAH DI KOTA MALANG

El Dinar ◽  
2014 ◽  
Vol 1 (02) ◽  
Author(s):  
Yayuk Sri Rahayu
Keyword(s):  
Brand Equity ◽  
Sampling Method ◽  
Public Relation ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

<p>This research aimed to know the influence of integrated marketing communication to brand equity of sharia banking at Malang simoultaneusly and partially. Used 102 respondents with accidental sampling method and data was analized by multiple linier regression. The result shows, first, integrated marketing communication influenced simoultaneusly to brand equity of sharia banking at Malang. Second, only one variable that influenced partially to brand equity of sharia banking at Malang, the variable is public relation. So there is not dominant variable.</p> <p> </p>

scholarly journals KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK ALFAMART

2016 ◽  
Vol 1 (1) ◽  
pp. 27
Author(s):  
Jehuda Ghrahito Hutomo Krussell ◽  
Eristia Lidia Paramita
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing ◽  
Retail Business

In past few years, retail business has significantly improved. Company needs marketing strategy to raise their competitiveness and make a good brand equity. One of these strategy that can be used is Integrated Marketing Communication. This study aimed to examine the influence of integrated marketing communication toward brand equity. This study was a quantitative study. The sample of 150 respondents were taken by using purposive sampling. The data analysis used multiple linear regression. These findings showed that dimension of integrated marketing communication consists of Advertising, Sales Promotion, Personal Selling, Public Relation, Direct Marketing, Interactive Marketing, and Corporate Design together influence Alfamart Brand Equity. While partially, only Sales Promotion, Personal Selling, and Corporate Design has significantly influence Alfamart Brand Equity

Some Aspects of Integrated Marketing Communication in Building Brand Equity

2013 ◽  
Vol 64 (2) ◽  
Author(s):  
Reza Safarinejad Fard ◽  
Abu Bakar Abdul Hamid ◽  
Rozita Saadatmand
Keyword(s):  
Brand Equity ◽  
Competitive Market ◽  
Marketing Communication ◽  
Price Promotion ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Product Price ◽  
Brand Communication ◽  
To Receive

Integrated marketing communication (IMC) has become generally accepted, has outspread various levels within the firms, and has become an impartible component of brand. In the competitive market in 21 century, archive to a systematic brand communication is the way to moving forward and increase the performance of the firms. Marketing communication has important role to building and maintaining the shareholders communications and affect them on the terms of brand equity. For the integrated marketing communication we can mention to brands as central IMC.  Marketing communication recognizes as voice of the brand and it is a way for any organization to make contact with consumers to introduce their product.  For developing the brand equity the best way is marketing communication, more ever marketing communication help to the firms to receive the desirable responds from consumers. However, many factors have influence on brand equity such as, product, price, promotion and sale, but in this paper we considering the effect of IMC on brand equity. In this paper we provided a discussion about the positive linkage between IMC and brand equity. In this paper according to impact of IMC on brand equity, we provide the details of the role of IMC in building and maintaining strong brand equity.

scholarly journals Effect of Integrated Marketing Communication on Brand Equity (Case Study of Toyota Calya Cars In Pt. Hasjrat Abadi Gorontalo Branch).

2020 ◽  
pp. 96-103
Author(s):  
Yudi Hamdani ◽  
Edy Prihantoro
Keyword(s):  
Public Relations ◽  
Brand Equity ◽  
Sampling Method ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Sales Promotions ◽  
Probability Sampling

The effective and efficient application of Integrated Marketing Communication can play an important role in efforts to increase sales. The study was conducted to determine the effect of Integrated Marketing Communication variables such as Advertising, Sales Promotion, Events or Events and Public Relations on Brand Equity of Toyota Calya cars at PT. Hasjrat Abadi Gorontalo Branch. This research used the non-probability sampling method of incendental sampling by distributing questionnaires to 110 respondents using direct forms and Google Drive. Respondents namely consumers of PT. Hasjrat Abadi Gorontalo Branch who bought LCGC cars. The results of this study indicate that sales promotions, events and public relations conducted by companies have a positive and significant effect on brand equity.

scholarly journals INTEGRATING SOCIAL MEDIA AND DIGITAL MEDIA AS NEW ELEMENTS OF INTEGRATED MARKETING COMMUNICATION FOR CREATING BRAND EQUITY

2020 ◽  
Vol 11 (10) ◽  
pp. 52-64
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Brand Equity ◽  
Sampling Technique ◽  
Tourism Industry ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Hospitality And Tourism Industry ◽  
The Given

Communication with target prospects results in a cost to the company. In this highly competitive environment, all marketers work on cutting cost. They try to allocate their marketing budget very carefully to create brand equity and achieve their marketing objective within the given budget. The selection of integrated marketing communication tools has become a problematic task for marketers. This paper provides how the integration of digital and social media within integrated marketing communication helps to create brand equity of the hospitality and tourism industry in India. This paper also examines the effectiveness of each IMC tool to create brand equity. The nonprobability convenience sampling technique was used to gather opinions from 512 tourists of Himachal Pradesh state of India. The findings reveal that both social media and digital media are more effective than traditional IMC tools. The study also found that the efficiency of Modern IMC tools is better than traditional IMC tools. Smart PLS-SEM 3.0 software has been used to scrutinise data and validate the conceptual framework.

scholarly journals PENERAPAN STRATEGI E-MARKETING COMMUNICATION DAN EKUITAS MEREK SIARANKU.COM TERHADAP LOYALITAS VIEWERS

InterKomunika ◽  
2019 ◽  
Vol 4 (1) ◽  
pp. 58
Author(s):  
Putri Dewi Ikhsana ◽  
Guntur Freddy Prisanto ◽  
Rosita Anggraini
Keyword(s):  
Communication Technology ◽  
Brand Equity ◽  
Communication Technologies ◽  
Simple Random Sampling ◽  
Human Interaction ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Survey Strategy ◽  
Processing Techniques

The development of communication technology has brought changes to the patterns of human interaction behavior which continue competing to innovate in developing and utilizing increasingly sophisticated communication technologies. In this study, researchers were using theories and concepts that support the basis of being integrated, such as Integrated Marketing Communication, Brands, Brand Equity, and Consumer Loyalty. Researchers were using a supportive method to be used as a methodology such as positivistic paradigm, quantitative approach, survey strategy using questionnaires, sampling techniques using the formula taro yamane, and data processing techniques using probability sampling - simple random sampling. The results showed that e-marketing communication and brand equity have a strong influence on the loyalty of siaranku.com viewers and have a validity level that meets the requirements. 

scholarly journals Relationship Between Integrated Marketing Communication and Brand Equity

2021 ◽  
Vol 5 (2) ◽  
Author(s):  
Nadia - Theodora
Keyword(s):  
Literature Review ◽  
Brand Equity ◽  
Direct Relationship ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Simultaneous Application ◽  
The Relationship

This study will try to explain the relationship between the application of integrated marketing communication (IMC) and its influence to the establishment and development of brand equity and also will look at the role of each element of integrated marketing communication to brand equity. This article uses the literature review method by summarizing the result of various credible studies that highlight the relationship between IMC and brand equity. The result shows that there is a direct relationship between the simultaneous application of all elements of IMC to the formation of brand equity. But partially each element of IMC has its own impact on the formation of brand equity, depending on the context of the company, region, time, and target consumers.Keywords : Integrated Marketing Communication, Brand, Brand Equity, IMC

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