Integrated Marketing Communication and Branding Essay

AbstractIn an increasingly competitive marketplace, greater emphasis is being placed on brand witness maturement as the basis for consumer discrimination. Advertising has a primal role to play in developing brand image, whether at the corporate, retail or product level. It informs consumers of the operating(a) capabilities of the brand while simultaneously imbuing the brand with symbolic values and meanings relevant to the consumer. These two functions of advertising closely parallel the informational and transformational schools of advertising effects and theories on the central and peripheral routes to consumer persuasion. Such dichotomous approaches to explanation are unlikely to represent the reality of consumer choice in that brand image is likely to be form by the simultaneous absorption of advertising messages based on both the functional and expressive capabilities of brands. Source http//www.emeraldinsight.com/case_studies.htm/journals.htm?articleid=857593&show=html&WT.m c_id=alsoreadAbstractPurchase intentions for clothing products often require physical examination prior to buy. Hence, greater risk is associated with shopping online for apparel products, making it important to examine factors that reduce various risks influencing online purchase intentions. This study examines and compares the impact of two of the most important risk reducers for online apparel shopping product brand image and online livestock image on particularised types of perceived risks and online purchase intentions for apparel. The results show that product brand image influences consumers online purchase intentions both directly and indirectly by reducing various risk perceptions. Online store image impacts purchase intentions indirectly by decreasing risk perceptions. The results of this study provide fresh insight into understanding the impact of product brand image and online store image on each type of perceived risk associated with online shoppingSource http//ww w.sciencedirect.com/science/article/pii/S096969891200029X AbstractPurpose From an integrated merchandising communications perspective, this study aims to analyses what level of consistency among brand messages is more effective in terms of customer-based brand equity. In particular it aims to evaluate its impact on brand knowledge structure, and how brand familiarity moderates this influence..Source http//www.emeraldinsight.com/case_studies.htm/journals.htm?articleid=17014825&show=html&WT.mc_id=alsoread