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INTEGRATED MARKETING COMMUNICATION IN BUILDING CUSTOMER-BASED BRAND EQUITY: A REVIEW PAPER
... The research provides a useful, novel and logical insights to such failure by proposing and studying four mental models that postulated the disticnt aspects of dysfunction of IMC implementation. Eberechukwu and Chukwuma (2016) in the study analyzed the impact of IMC in creating a strong customer base brand equity for the customers of the company. They articulated and postulated that the key to make the customers life long loyal and to further enhance the brand awareness the success ingredient is to not to lose a grip on the comoany customers ine by delivering them the desired product in such a manner that they will be reamin loyal to company and will not even think of switching to its competitors Furthermore they explained that the IMC components significantly effects brand awareness and makes the customer loyal. ...
... The results of the study postulated that the customer loyalty boosts up along with the business productivity when the corporate uses the perfect blend of IMC components providing a logical reasoning to the supported hypotheses of the study. Eberechukwu and Chukwuma (2016) in the study analyzed the impact of IMC in creating a strong customer base brand equity for the customers of the company. They articulated and postulated that the key to make the customers life long loyal Furthermore they corroborates the proposed alternative hypotheses of the study. ...
Intense competition dictates companies to perform better by being consistent. The application of integrated marketing communication components makes firms successful as it creates brand awareness and create customers loyalty. This research has observed the effect of integrated marketing communication components on brand awareness and customer loyalty. More specifically the main objective of the research is empirically scrutinizing the effects which, IMC builds on creating customers loyal in Pakistan Beverage Sector targeting the companies which are listed at Lahore Stock Exchange. Two hypotheses were derived and tested through the scale developed by Duncan and Moriarity (1997) and Wong and Merrilees (2008). Data was collected through questionnaire, which was sent to the managers working in the beverage companies listed at LSE. The results of regression analysis provide justification of the proposed alternate hypothesis of the study. It also provides avenues for future researches.
... The challenge is towards the Actual Adoption of EAA for SCM that would bring financial clarification on creditors and suppliers' records in SCM (Shilman, 2017;and Saito et al., 2017). As a result, the software application systems needs to support data preservation from the time at which a transaction occurred (Eberechukwu & Chukwuma, 2016;Shelat, 2016;and Shefer, 2018). A well-structured EAA would be able to include multiple activities such as raw-material ordering and processing, planning for material purchasing, inventory control, distribution, accounting, marketing, finance, direct and indirect labour assessments (Kharytonov, 2012;Brunello, 2013;and Beal, 2018d). ...
This study is motivated by the Fourth Industrial Revolution (4IR) through the actual AA (AA) of enterprise application architecture (EAA) for supply chain management (SCM) in small and medium enterprises (SMEs). A technological acceptance model (TAM) is set out, and further discussed with a few theories such as; the theory of reasoned action (TRA), the theory of planned behaviour (TPB), and the diffusion theory of innovation (DTI) to outline the conceptual framework. The objective of the study is to determine both internal and external factors affecting the actual AA of enterprise application architecture (EAA). The study employed a quantitative research methodology through stratified random sampling selection from within certain strata within the population on the basis of common characteristics such as; SME ownership and managerial competencies. The study adopted both diagnostic tests regarding normal distribution tests, validity presented through the Kolmogorov-Smirnov test, and reliability test through Cronbatch’s Alpha. Most importantly, data was analysed through Pearson correlations, Pearson coefficients, analysis of variance (ANOVA), linear regressions, and multilinear regressions. Overall, positive associations were established among independent variables, predictor variables, and response variables. This study contributes to the embryonic literature on fostering SMEs’ perspectives on the AA of EAA for SCM, particularly in the Capricorn District Municipality of Limpopo Province in South Africa. The results provide evidence that the internal and external factors affect the AA of EAA with positive slopes, except perceived attitudes with a negative slope. The study recommends positive views to all internal and external stakeholders to raise awareness about five façades. (a) Inflexible legacy and monolithic system lock-in. (b) A fragmented application and software landscape. (c) The impacts of mission-critical app development on time-to-market. (d) Automation of siloed, manual, and partially digital business processes. (e) Scale, security, availability, and compliance.
... Because being it to defend customers and attract customers who are new, the corporation usually communicating marketing suitable to the character customers the target(Kotler, Keller, Brady, Goodman, & Hansen, 2016). (Chukwuma, 2016) said that of marketing communications will determine the outcome that is the business performance of covering customer loyalty, so that have an impact on customer loyalty. Similarly (Shamout, 2016) said the promotion will encourage consumers to buy repeated. ...
The purpose of this research is to know marketing communications, banking in Indonesia for the debtor of credit of middle and small enterprise (MSE). Knowing credit debtor relationship of MSE woke up by banking in Indonesia. Knowing the influence of marketing communications and debtor relationship to the credit loyalty of MSE banking in Indonesia. Method of Research used are method of descriptive and explanatory survey. Unit analysis is credited debtor of MSE credit at banking in Indonesia of the size sample equal to 257 MSE. The tools of analysis in this research are structural equation model (SEM). Finding of this research is that debtor relationship and marketing communication have an effect on credit debtor loyalty of MSE, but debtor relationship of MSE has dominant effect. A novelty in this research is MSE debtor at banking in Indonesia has rarely been researched in previous studies. The contribution of this research is the debtor relationship is very important for building debtor loyalty of banking in Indonesia, especially the sustainability of the payment of installment.
... which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Agodi and Aniuga (2016) said that of marketing communications will determine the outcome that is the business performance of covering customer loyalty, so that have an impact on customer loyalty.Similarly Shamout (2016) said the promotion will encourage consumers to buy repeated. Clow and Baack (2016 : 8) integrated marketing communication (IMC) is the coordination and integration of all marketing communication tools, avenue, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. ...
The purpose of this research is to know marketing communications, banking in Indonesia for the debtor of credit of middle and small enterprise (MSE). Knowing credit debtor relationship of MSE woke up by banking in Indonesia. Knowing the influence of marketing communications and debtor relationship to the credit loyalty of MSE banking in Indonesia.Method of Research used are method of descriptive and explanatory survey. Unit analysis is credited debtor of MSE credit at banking in Indonesia of the size sample equal to 257 MSE. The tools of analysis in this research arestructural equation model (SEM). Finding of this research is that debtor relationship and marketing communication have an effect on credit debtor loyalty of MSE, but debtor relationship of MSE has dominant effect.A novelty in this research is MSE debtor at banking in Indonesia has rarely been researched in previous studies. The contribution of this research is the debtor relationship is very important for building debtor loyalty of banking in Indonesia, especially the sustainability of the payment of installment.
... For marketers to effectively understand the most powerful motivation or trigger that a brand or product can leverage, they need in-depth research to reach a particular goal. To realised brand equity, marketers need to start from the assumption that the power of a brand lies in the minds of consumers and what they have experienced and learned about the brand over time (Eberechukwu & Chukwuma, 2016). The advantage of conceptualising brand equity from the consumer's perspective is that it enables managers to consider specifically how their marketing programmes improve the value of their brands. ...
Over the years, the move to integrated marketing communication (IMC) have gained popularity and increased sales for organisational marketers and brand champions. This is because in order for any business to succeed it must consider communicating with its customers or marketplace. Failure to communicate, or communicating inaccurately may result in customers or market not being aware of the products and services offered by the company. As a consequence, it becomes imperative for customers to understand the communication point of view of the company – this process of communicating with the market, customers and consumers is known as marketing communication. This article examines how the tourism sector in the North West Province in South Africa can deliver brand equity through consumer-orientated insights. In doing so, the article evaluates three marketing communication elements, namely, advertising, direct response marketing, and public relations and the word-of-mouth.
The North West Province tourism sector is one the provincial economic hubs that contributes significantly to the provincial GDP and as well as at the national level. Therefore, is important to
understand how various marketing communication activities and tactics can be adopted to reposition the Bokone Bophirima brand as a destination of choice.
... The various channel of communication such as Advertising, Sales Promotion, Events and experiences, Public relations and publicity, Direct marketing, Word-of-mouth marketing, etc. have direct and indirect effects on brand equity. (Eberechukwu & Chukwuma, 2016) Integrated marketing communication is the mix of direct marketing, general advertising, sales promotion and public relation, etc. According to study the marketing communication help to contribute creating awareness of the brand, brand image, brand association, etc. which lead customer-based brand equity (Mongkol, 2014) suggested that marketing communication such as direct marketing personal selling, etc. is directly related to brand equity. ...
In the modern marketing, promotion is the most familiar strategy used by the various business organizations to fascinate the customer. Promotional mix is a critical approach to enhance the sales that are why companies try to do some more attractive, influencing promotion through various media. The prime motive of the article is reviewing the promotions mix elements significance (advertising, personal selling, public relations and direct marketing, sale promotion) to brand equity dimensions. The result endorses that promotional mix component helps to enhance the brand equity. No doubt, promotion mix elements have a dynamic and significant impact on brand equity, but studies also recommended that monetary promotion might harm brand image which can be a negative effect on brand equity creation. This article discusses the significance of promotion mix element to brand equity.
... The various channel of communication such as Advertising, Sales Promotion, Events and experiences, Public relations and publicity, Direct marketing, Word-of-mouth marketing, etc. have direct and indirect effects on brand equity. (Eberechukwu & Chukwuma, 2016) Integrated marketing communication is the mix of direct marketing, general advertising, sales promotion and public relation, etc. According to study the marketing communication help to contribute creating awareness of the brand, brand image, brand association, etc. which lead customer-based brand equity (Mongkol, 2014) suggested that marketing communication such as direct marketing personal selling, etc. is directly related to brand equity. ...
In the modern marketing, promotion is the most familiar strategy used by the various business
organizations to fascinate the customer. Promotional mix is a critical approach to enhance the sales
that are why companies try to do some more attractive, influencing promotion through various media.
The prime motive of the article is reviewing the promotions mix elements significance (advertising,
personal selling, public relations and direct marketing, sale promotion) to brand equity dimensions.
The result endorses that promotional mix component helps to enhance the brand equity. No doubt,
promotion mix elements have a dynamic and significant impact on brand equity, but studies also
recommended that monetary promotion might harm brand image which can be a negative effect on
brand equity creation. This article discusses the significance of promotion mix element to brand
equity.
The study aimed to assess the impact of promotion mix tools, including advertising, sales promotion, and direct marketing, on brand equity in Tanzania, focusing on SME customers in the Ilala Municipality. A quantitative research approach and explanatory research design were employed, with a sample of 170 participants. The data was analysed using a stepwise regression model aided by SPSS version 25. Such an approach facilitated the broad investigation of the influence of promotion mix and communication tools (advertising, sales promotion and direct marketing) on brand equity for SME consumers in Ilala Municipality, Tanzania. The results indicated that advertisement, sales promotion, and direct marketing moderately affected brand equity except for direct marketing, which positively correlated to high. All hypotheses were accepted with a p-value<0.05. The study offers insights to managers by underscoring the need for purposeful design and execution of promotional measures affecting brand equity or indicating integration between promotional activity and higher-order strategic considerations. Policymakers are encouraged to support small and medium-sized enterprises (SMEs) with the resources, knowledge, and infrastructure required to implement marketing strategies effectively. Nevertheless, one must bear in mind that some study limitations are associated with the limited scope of SME customers within Ilala Municipality, where respondent targets were made, which may limit generalisation to other areas. Moreover, following a quantitative approach may eliminate qualitative insights, which could be used to gain a deeper understanding of the effect of promotion mix tools on brand equity.
Coke-studio has become very famous in the recent past attracting wide viewers across the world being very famous through the social media platform "YouTube". This platform indeed gives an opportunity to young artists to display their talents. However, Coke-studio platform differs in the musical journey and creates a little difference among India and Pakistan; both the countries are unique in its own way. This article is just to understand the components, which can contribute to the success of Coke-studio by developing a digital IMC model considering three major variables known as: brand values, brand equity and co-branding efforts. Digital IMC and its impact on brand equity, brand values through co-branding efforts have been explained with a help of a diagrammatic work, which can be a success ingredient for Coke-studio. Through a careful content analysis the issues in traditional IMC has been analysed and a new model has been framed. This model has been suggested to Coke-studio to manage better customer experience, satisfaction and loyalty which will help to build good relationship with the end users in the digital arena. In this competitive era, making the competitors best-friends and working on "Mutual Benefits" is the success mantra. This is explained with an illustration explaining the benefits enjoyed by YouTube and Coke-studio in the light of Co-branding efforts. Online Social Media (OSM) enhances the e-brand equity because the digital consumer spends a minimum of 2 hours online increasing the brand presence for the marketer. Brand reputation builds brand equity for which new digital tools and technological platforms are needed. Thus one of the focus in this article is to build a framework to show how brand equity, brand image and brand values are enhanced through a Digital IMC. The success of communication reach is embedded through a motivational touch, which is given to the final consumers creating a sense of integrity. In the domain of Human Resource Management many theories on motivation is available. This article makes use of Vroom's Motivational theory and model in the IMC model to show the importance of motivation to enhance customer's loyalty and trust. This research article is a complete new package for the current Digi-economy for all the stakeholders. From the Digital-IMC model, it is understood that, variables such as memorable, likable, transferable, adaptable and protectable are very important for any entertainment service provides which can enhance the brand to a superior level. It is also mentioned that brands can join hands together which benefits both the businesses, and at the same time better brand vales can be created through unique episodes. From the article it is understood that Integrated Brand Communication model is needed rather than using just an IMC model in a traditional way. This idea has been placed in scope for future research which can be explored in a better way in the golden tomorrow. Thus, never stop with IMC but travel beyond to reach out to the customers through digital integration, which is the simple philosophy to be understood from this article. Marketing and branding are never constant, it keeps changing day to day based on the latest technology and usage of digital tools. Long gone are days where marking was only place, price and product Academy of Marketing Studies Journal Volume 24, Issue 1, 2019 2 1528-2678-24-1-248 utility but now it is much more that dealing with Digital tools and applications. The IMC loop has to have important variables such as business objectives, strategic communication plans, marketing mix, brand mix bounded with digital tools and application to create e-experience. This model is open to the universe for feedback and usage.
Synergy is a concept that many communication professionals believe in, but demonstrating synergy effects in the laboratory or field settings to identify how synergy operates has proved elusive. A set of experiments was conducted to test the existence of different synergy effects as well as to compare the information-processing model of synergy with that of repetition. As a result, television-Web synergy leads to significantly higher attention, higher perceived message credibility, and a greater number of total and positive thoughts than did repetition. Also, people under synergistic conditions formed brand attitudes through the central processing route, whereas people under repetitive conditions formed brand attitudes through the peripheral route. The implementations of these findings are discussed.
This research explores the effectiveness of interactive advertising on a new medium platform. Like the presence in industry and the media themselves, the academic research stream is fairly new. Our research seeks to isolate the key feature of interactivity from confounding factors and to begin to tease apart those situations for which interactivity might be highly desirable from those situations for which traditional advertising vehicles may be sufficient or superior. We find that the traditional linear advertising format of conventional ads is actually better than interactive advertising for certain kinds of consumers and for certain kinds of ads. In particular, we find that a cognitive matching of the system properties (being predominately visual or verbal) and the consumer segment needs (preferring their information to be presented in a visual or verbal manner) appears to be critical. More research should be conducted before substantial expenditures are devoted to advertising on these interactive media. These new means of communicating with customers are indeed exciting, but they must be demonstrated to be effective on consumer engagement and persuasion.
Consumers use brand names and product features to predict the performance of products. Various learning models offer hypotheses about the source of these predictive associations. Spreading-activation models hypothesize that cues acquire predictive value as a consequence of being present during the acquisition of product performance information. Least mean squares connectionist models hypothesize that any one cue acquires predictive value only to the extent that it can predict differences in performance that are not already predicted by other available cues. Five studies in the context of portfolio-branding strategies provide evidence supporting a least mean squares connectionist model. As predicted by this model, results show that subbranding and ingredient-branding strategies can protect brands from dilution in some situations but can promote dilution in other situations.
Many advertisers adopt the integrated marketing communications per-spective that emphasizes the importance of synergy in planning multi-media activities. However, the role of synergy in multimedia communica-tions is not well understood. Thus, the authors investigate the theoretical and empirical effects of synergy by extending a commonly used dynamic advertising model to multimedia environments. They illustrate how adver-tisers can estimate and infer the effectiveness of and synergy among multi-media communications by applying Kalman filtering methodology. Using market data on Dockers brand advertising, the authors first calibrate the extended model to establish the presence of synergy between television and print advertisements in consumer markets. Second, they derive the-oretical propositions to understand the impact of synergy on media budget, media mix, and advertising carryover. One of the propositions reveals that as synergy increases, advertisers should not only increase the media budget but also allocate more funds to the less effective activ-ity. The authors also discuss the implications for advertising overspend-ing. Finally, the authors generalize the model to include multiple media, differential carryover, and asymmetrical synergy, and they identify topics for further research.
Building strong brands has become a marketing priority for many organisations. The presumption is that building a strong brand yields a number of marketing advantages. In this paper, a comprehensive summary of empirical findings is provided from some of the major marketing journals that reveal how brand strength, operationalised in various ways, can create differential responses by consumers to various marketing activities - a well-accepted view of brand equity. Additionally, some underlying theoretical mechanisms on which these findings are based are identified and organised. Lastly, some current gaps in the literature are identified, and an agenda put forth for future research on the marketing advantages of strong brands.
Within a short period of just over a decade, IMC has swept around the world and become the accepted norm of businesses and apparently the agencies that service their needs. Here we critically consider IMC in terms of (1) development, (2) impact on marketing communications, (3) barriers to further progress, and (4) current location identification and likely development in the future. Evidently, IMC is here to stay. But there are problems. Not least of these is the apparent reluctance of many businesses to adopt anything more than an inside-out approach to IMC in other words, bundling promotional mix elements together so they look and sound alike. But, IMC has to move beyond this stage if it is to radically change the face of communications and marketing.
Strategic Advertising Management is made up of five parts. The first part acts as an overview of advertising and promotion, and asks what is advertising and promotion? It looks at advertising across cultural borders. The next part is about planning considerations. The third part looks at developing a strategic plan. It talks about selecting the target audience, understanding their decision-making processes, determining the best position, developing a communication strategy, the media strategy, and digital media. Part Four is about how to make the strategy work. It looks at creative tactics and execution. The last part covers integrating advertising and promotion.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
Since late 1980s there has been a frenzy of mergers and acquisitions in which brands have played the primary role. It is no longer rare to find offers at a multiple of more than 25 times company earning, or two or three times its share value. In this paper we attempt to reach several objectives. First, the marketing and finance perspectives of brand equity are presented, and their interrelationships are shown. Second, the different measurements of brand equity are presented. Next, a comprehensive model of global brand equity, which we believe is capable of both estimating the brand equity more accurately and show the sources of the equity will be proposed.
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