Work

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

Year: 2005

Type: article

Source: Journal of Advertising

DOI: 10.1080/00913367.2005.10639213

Authors: Sreedhar Madhavaram, Vishag Badrinarayanan, Robert E. McDonald

Institutions: Cleveland State University, Texas State University, Texas Tech University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2082139626

FWCI: 16.66

Cites: 52

Cited by: 362

Related to: 10