The Comparative Advantage of IMC on Brand Equity Building: An Empirical Verification
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Integrated marketing communication (IMC) is a marketing communication strategy that involves a brand network, which manages various sources of information and delivers a consistent message for the sake of increasing brand equity. Existing research on IMC is limited and lacking in theory, as IMC theories are in the early stages of development. The current study sought to investigate how IMC affects brand equity formation by developing a model and comparing an IMC-format with a non-IMC format among 516 college students in terms of the various parts of brand equity, namely, brand awareness, brand image, brand attitude, consumer-brand relationship, and brand loyalty. Results of a 2 X 2 factorial design revealed that IMC was more effective than non-IMC in brand equity formation, as consistent with past research, indicating that IMC should be actively applied as a means of marketing communication within firms.
Abstract
Integrated marketing communication (IMC) is a marketing communication strategy that involves a brand network, which manages various sources of information and delivers a consistent message for the sake of increasing brand equity. Existing research on IMC is limited and lacking in theory, as IMC theories are in the early stages of development. The current study sought to investigate how IMC affects brand equity formation by developing a model and comparing an IMC-format with a non-IMC format among 516 college students in terms of the various parts of brand equity, namely, brand awareness, brand image, brand attitude, consumer-brand relationship, and brand loyalty. Results of a 2 X 2 factorial design revealed that IMC was more effective than non-IMC in brand equity formation, as consistent with past research, indicating that IMC should be actively applied as a means of marketing communication within firms.
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