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This paper presents INTEGRATED MARKETING COMMUNICATION and brand identity as critical components of brand equity strategy. The authors provide a brand equity strategy schematic that details the role of IMC in creating and maintaining brand equity. A discussion of implications for academics and practitioners is provided.
This paper presents INTEGRATED MARKETING COMMUNICATION and brand identity as critical components of brand equity strategy. The authors provide a brand equity strategy schematic that details the role of IMC in creating and maintaining brand equity. A discussion of implications for academics and practitioners is provided.
This paper presents INTEGRATED MARKETING COMMUNICATION and brand identity as critical components of brand equity strategy. The authors provide a brand equity strategy schematic that details the role of IMC in creating and maintaining brand equity. A discussion of implications for academics and practitioners is provided.
INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND
IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY
A Conceptual Framework and Research Propositions Sreedhar Madhavaram, Vishag Badrinarayanan, and Robert E. McDonald ABSTRACT: This paper presents integrated marketing communication (IMC) and brand identity as critical components ot the firm's brand equity strategy. Specifically, the authors provide a brand equity strategy schematic that details (1) the role of IMC in creating and maintaining brand equity, and (2) the role of brand identity in informing, guiding, and helping to develop, nurture, and implement the firm's overall IMC strategy. The authors also present a conceptual framework with testable research propositions toward IMC theory development. Finally, a discussion of implications for academics and practitioners is provided, and opportunities for future qualitative and quantitative research are suggested. Forpracritioners, integrated marketing communication (IMC) has (I) become widely accepted, (2) has pervaded various lev- els within the firm, and (3) has become an integral part of brand strategy that requires extensive brand development ac- tivities within the firm betore beginning any external brand communications efforts. Regarding academics, Vargo and Lusch (2004) argued in a recent paper that marketing is evolv- ing toward a dynamic and evolutionary processone that is based on a service-centered view. In keeping with this evolu- tion, Vargo and Lusch (2004) suggest that (1) IMC should replace diverse, limited-focus promotional tools, and (2) brand management should be used for initiating and maintaining a continuing dialogue with the customers and for enhancing relationships. Kitchen et al. emphasize that "strategically oriented inte- grated /?rarid communications can help businesses move for- ward in the highly competitive world of the 21st century" (2004, p. 28, italics added). For Schultz (1998), brands are central to this integrated marketing communication. Keller (199.3) points out that customer-based brand equity emanates from the consumer's familiarity and strong, favorable associa- tions with the brand. For Keller, "marketing communications Sreedhar Madhavaram (Ph.D., Texas Tech University) is an assis- tant professor of marketing, Department of Marketing, Nance Col- lege of Busine.ss Administration, Cleveland State University. Vishag Dadrinarayanan (M.B.A., Institute for Technology and Management, India) is an assistant professor of marketing. Depart- ment of Marketing, McCoy College of Business Administration, Texas Srate University-San Marcos. Robert E. McDonald (Ph.D., University of Connecticut) is an as- sistant professor. Department of Marketing, Rawls College of Busi- ness Administration, Texas Tech University. represent the voice of a brand and the means by which com- panies can establish a dialogue with consumers concerning their product offerings" (2001, p. 823). That is, marketing communication may provide the means for developing strong, customer-based brand equity (Keller 2003). Furthermore, marketing communications help the firm in eliciting favor- able responses from customers (Duncan and Moriarty 1998). Although a number of factors influence customer-based brand equity, including product, price, and distribution, in this pa- per, we focus on the influence of IMC on brand equity. Recently, Kitchen et al. (2004) observed that IMC has evolved from being a mere "inside-out" device that brings promotional tools together to being a strategic process asso- ciated with brand management. Further, Naik and Raman note that IMC emphasizes "the benefits of harnessing syn- ergy across multiple media to build brand equity of products and services" (2003, p- 375). In this paper, however, by tak- ing the works of several researchers (e.g., Duncan and Moriarty 1998; Jap 1999; Reid 2003), we conceptualize interactivity, strategic consistency, and complementarity as synergy con- structs. Therefore, noting the intricate relationship between IMC and brand management, this paper aims to explore IMC as an integral part of a firm's overall brand equity strategy. But what is a brand equity strategy? Hunt notes, the fun- damental thesis of brand equity strategy is that, to achieve competitive advantage and, thereby, superior financial perfor- mance, firms should acquire, develop, nurture, and leverage an effectiveness-enhancing portfolio of brands' (forthcoming). Analogously, we define brand equity strategy as a set of pro- cesses that include acquiring, developing, nurturing, and le- veraging an effectiveness-enhancing, high-equity brand or portfolio of brands. By high equity, following Keller's (1993) definition of customer-based brand equity, we mean the strong and highly favorable brand associations of customers. Keller Jotinial af Adveriiiing, vol. 3'1, ni>. 4 (Winter 2{IO5), pp. 69-80. 2005 American Atademy of Advenisinji, All tights reserved. ISSN 0091-3367 / 2005 9.5O * 0.00. 70 The Journal of Advertising (1993) defines brand equity as the differential effect of brand knowledge on consumer response to the marketing of che brand and suggests brand awareness and brand image as the constructs related to customer-based brand equity. Keller (2003) notes char the firm s marketing communica- tions contribute to brand equity. That is, effective communi- cation enables the formations of brand awareness and a positive brand image. These then form the brand knowledge struc- tures, which, in turn, trigger the differentiated responses that constitute brand equity. Following Schultz (2004a), we de- fine IMC strategy as a set of processes that include the plan- ning, development, execution, and evaluation of coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, asso- ciates, and other targeted, relevant external and internal au- diences. Therefore, effective IMC is an integral pare of an effective brand equity strategy. Furthermore, effective IMC potentially enhances the effectiveness of the firm's portfolio of brands, and hence, could positively influence brand equity. Recently, a shift was observed in the branding literature (de Chernatony 1999) from a singular focus on the impor- tance of brand image, or consumers' perceptions of brand dif- ferentiation, to include a focus on btand identity (Aaker 1996; Kapferer 1997; Keller 2003; Upshaw 1995). Though mul- tiple conceptualizations of brand identity exist, this paper uses Aaker's (1996) conceptualization; that is, brand identity is seen as a unique set of brand associations that a brand strate- gist aspires to create or maintain. Further, we define brand identity strategy as a set of processes that include the coordi- nated efforts of the brand strategists in (1) developing, evalu- ating, and maintaining the brand Identity/idendties, and (2) communicating the brand identity/identities to all individu- als and groups (internal and external to the firms) responsible for the firm's marketing communications. This paper pro- poses that an effective brand identity strategy informs, guides, and helps to develop, nurture, and implement the firm's overall IMC strategy, which In turn contributes to the firms brand equity. Over the last two decades, marketing researchers, to vary- ing degrees, have focused on and studied IMC, brand equity, and brand identity. While the three streams of research do cross-reference each other, no research study has explicitly conceptualized any specific relationships among the three concepts. This paper argues that IMC strategy is essential to the firm's strategic brand management and that it strength- ens the interface between the firm's brand identity strategy and its customer-based brand equity, that is, brand awareness and brand image. Specifically, this paper argues that IMC strat- egy and brand identity strategy are critical components of the firm's overall brand equity strategy. The firm's brand identity strategy forms the basis for the firm's overall IMC strategy and, hence, contributes to the firm's brand equity. Specifically, we propose a conceptual model of brand eq- uity in which the aspirational brand identity guides IMC in an effort to develop and maintain customer-based brand eq- uity. The essence of this brand equity strategy is that by clearly and consistently communicating the brand identity to other brand stewards, the brand strategist can ensure a more syner- gistic and effective IMC. This, in turn, leads to stronger cus- tomer-based brand equity. An ideal outcome of such a strategy would be a consumer-held brand image that is congruent with the strategist's intended brand identity. I ' . I EVOLUTION OF IMC In the past decade, IMC as a research area has generated a lot of debate, led to intellectual discourse, and overall, has con- tributed to the evolution of IMC as a strategic tool that can help firms to be more effective in realizing their brand com- munication goals. Given (1) the explosive growth of new elec- tronic media (Bezjian-Avery, Calder, and Iacobucci 1998), (2) the numerous and diverse means of communication and com- munication options (Keller 2001), (3) the speed, span, and reach of electronic communication, which is driving firms to adopt a global perspective (Kitchen and Schultz 2003), and (4) the rapidly changing advertising environment (Gould 2004), IMC theory and practice has grown and evolved. This section provides a brief overview of the evolution of IMC (as shown in Table 1) in terms of (1) its conceptual development, (2) its strategic role in brand equity, and (3) its importance as a major communications development. Conceptual Development - ' IMC has a come a long way from being conceptualized as the coordination of communication tools for a brand (Krugman et al. 1994) to a more strategic conceptualization (Duncan 2002; Percy, Rossiter, and Elliott 2001; Schultz 2004a). As Carlson, Grove, and Dorsch (2003) note, the initial conceptuali- zations of IMC were somewhat blurred and led to the adop- tion of different approaches to creating messages. Even after a decade of research in the IMC area, differences still exist among researchers as to the conceptualization of IMC. For example, Cornelissen and Lock (2000) claimed IMC to be a "manage- ment fashion" rather than a theoretical concept. In reply, Schultz and Kitchen (2000) argued that IMC is an emerg- ing paradigm whose progression as a concept and discipline is entirely appropriate and in accordance with scientific theory. Recently, Gould (2004) noted that though IMC re- mains a controversial theoretical concept, it could be a pow- erful theoretical tool when viewed from a poststructural paradigmatic perspective on theory. Therefore, it can be in- ferred from the preceding discussion that IMC as a theoreti- cal concept is on the right path in terms of attracting and Winter 2005 71 TABLE I The Evolution of Integrated Marketing Communications IMC has evolved from . . . Tactical orientation Local Emerging development "Inside-out" Managerial fashion Emerging paradigm Representing an emic-etic gap "What is it?" Most basic notion of coordinating all corporate communications Just a communication process T o . . . Strategic orientation Global Major communication development "Outside-in" customer-oriented New management paradigm Representing a paradigm shift Representing a poststructural set of practices and discourses "How can we do it?" A multistage model incorporating a focus on all contacts with consumers One associated with management and brands Schultz (2004a). McArthur and Griffin (1997). Duncan (2002) Kitchen and Schultz (2003) Kitchen and Schultz (2003) Kitchen and Schultz (2003) Schultz and Kitchen (1997, 2000) Gould (2004) Gould (2004) Schultz and Kitchen (1997) Swain (2004) Kttchen et al. (2004) generating an informed, intellectual discourse from various concerned researchers. Strategic Role of IMC in Brand Equity Kitchen et al. (2004) point out that IMC is no longer just a communication process, but a process associated with man- agement and brands. Furthermore, for Kitchen et al. (2004), IMC involves managing marketing communications in a ho- listic manner to achieve strategic objectives. The fmdings of McArthur and Griffm (1997) that the responsibility for mar- keting communications is clearly becoming an internal, up- per management affair suggests that IMC is evolving to be strategically oriented rather rhan tactically oriented. Importance of IMC Does integrating all marketing communications actually mat- ter? Why is IMC being hailed as a major communications de- velopment of the 21st century? A few recent studies (e.g., Carlson, Grove, and Dorsch 2003; Naik and Raman 2003; Reid 2003) suggest and provide support for the idea that IMC pro- vides various benefits for firms. Naik and Raman (2003) in- dicate that IMC helps firms in building the brand equity of their products and services through synergy. Similarly, Reid (2003) provides support for his contention that integration of marketing communications is related positively to a firm's brand-related performance, In the services context, Carlson, Gove, and Dorsch (2003) indicate that successful IMC can generate desirable customer responses. Therefore, we con- tend that IMC potentially can make firms more efficient and/or effective in communicating with their intended tar- get markets, and in turn, can help firms in achieving superior financial performance through higher brand equity. In the next section, we present and discuss IMC strategy and brand identity strategy as critical components of the firm's overall brand equity strategy. BRAND EQUITY STRATEGY Building and properly managing brand equity is a priority for many firms (Keller 2003). Keller (1993) points out that building brand equity requires (1) internal brand identity ef- forts, and then, (2) integration of brand identities into the firms overall marketing programs, such as product, price, advertising, promotion, and distribution decisions. Further- more, Keller (1993) suggests that the strength of the firm's brand equity from communications depends on how well the brand identities are integrated into the supporting mar- keting programs. In addition, Keller (2003) calls for effec- tive strategies for integrating marketing communications in building and maintaining brand equity. Although all marketing programs, such as product, price, advertising, promotion, and distribution, can potentially create and maintain brand equity, in this paper, we focus on the role of the firm s marketing communication efforts in a brand eq- uity strategy. Specifically, as shown in our brand equity sche- matic (see Figure 1), we propose brand identity strategy and IMC strategy as critical components of the overall brand equity strategy. How does IMC contribute to a firm's brand equity? Schultz, Tannenbaum, and Lauterborn (1993) conceptualize the effects 7 2 The Journal of Advertising FIGURE I Brand -Equity Strategy: A Schematic 1 1 Brand identity strategy i Brand identity interface Brind ^ identity contacts IMC strategy i Brand equity interface BIrand equity contacts - Brand Equity 1 Environment, competitors' brands, and changing customer needs and preferences Source: Madhavaram (2004). of integrated marketing communication in terms of "contacts." According to Schultz, Tannenbaum, and Liuiterborn (1993), a contact is any information-bearing experience that a cus- tomer or prospect has with the brand, including word of mouth and the experience of using the product. Ail of these contacts with customers can potentially influence che firm's brand eq- uity. As Keller (2001) notes, customers or prospects can also have contact with the brand through marketer-controlled com- munication, including (1) media advertising, (2) direct re- sponse and interactive advertising, (3) place advertising, (4) point-of-purchase advertising, (5) trade promotions, (6) con- sumer promotions. (7) event marketing and sponsorship, (8) publicity and public relations, and (9) personal selling. There is ample evidence in the literature that suggests that various marketing communications influence brand equity, includ- ing advertising (Aaker and Biel 1993; Cobb-Walgren, Ruble, and Donthu 1995), sponsorship (Cornwell, Roy, and Steinard 2001), and various alternative communication options (Joachimsthaler and Aaker 1997). Hence, in this paper, fol- lowing (1) Keller, who notes chat one important purpose of all marketing communications is co contribute to brand equity, and (2) Schultz, Tannenbaum, and Lauterbom's (1993) notion of marketing communications through "contacts," we argue that firms can use IMC to achieve high brand equity through marketer-controlled brand contacts. We now introduce the concepts of brand identity concaccs and brand equity contacts. Braiui identity contacts are all mes- sage-carrying interactions concerning the brand between the brand stracegiscs and che brand stewards. Brand stewards are all internal and external entities (individuals and groups) that have responsibility for communicating che brand to custom- ers, prospects, and publics (de Chernacony 1999). Brand stew- ards can include advertising and public relations agencies, direct marketers, and salespeople. Brand equity contacts are all marketer-sponsored interactions concerning the brand between brand stewards and customers, prospects, and publics that are intended to create or maintain strong and highly favor- able associations. As shown in Figure 1, we propose that firms that are bet- ter able to influence their IMC through their brand idencity contacts will be better able co influence their brand equity through their brand equity contacts. Internal brand iden- tity efforts are the first seep toward firms building their brand equity (Keller 2003). We argue that there are cwo interfaces that fall within the purview of the firm's overall brand equity strategy; (1) the interface between the firm's Winter 2005 73 IMC strategy and brand equity, and (2) the interface between the firm's brand identity strategy and IMC strategy. Further- more, we propose that while the former interface can be influ- enced through brand equity contacts, the latter interface can be influenced through brand identity contacts. Also, the firm s overall brand equity strategy is influenced by the feedback loop from the firm's customer-based brand eq- uity to the firm's brand identity strategy, external envi- ronment, competitors" brands, and changing customer needs and preferences. IMC and Brand Equity The traditional communication process (Lasswell 1948), which depicts the flow of messages from senders to receivers via ele- ments such as encoding, media, and decoding, has undergone noticeable changes and has evolved into a more interactive and dynamic process (Kotler 2003). However, the traditional framework is still followed as a guideline for understanding and describing the brand communication process. Under the emerging interaction-focused view of brand communications, there is an extensive focus on brand contacts. It is now widely accepted that (1) although communication is but one of the drivers of brand equity, it is nonetheless a crucial one, (2) brand communication is transmitted through a combination of vehicles rather than broadcast advertising alone, (3) brand communication can be meticulously planned or unplanned, and (4) some important brand (equity and/or identity) con- tacts are not controllable by the brand strategist (Duncan and Moriarty 1998; Schultz 2003). Integrated marketing communication has been advanced as a strategic business process that could contribute to build- ing brand value (Schultz 2004a). Although systematic research on several strategic and tactical aspects of IMC is gaining momentum, it is widely accepted that effective communica- tion is critical in enabling the formation of brand awareness and brand image, that is, brand equity. Brand equity has been identified as a valuable source of competitive advantage for many organizations (Aaker 1991; Bharadwaj, Varadarajan, and Fahy 1993; Keller 1998). Given the importance of brand eq- uity, it is not surprising that many organizations devote con- siderable amounts of resources to developing strategies that will allow them to build and/or maintain strong brands (Schultz and Barnes 1999). For Duncan and Moriarty (1998) and Duncan (2002), marketing communications is the glue that enables the connection between the firm's efforts and customers' favorable responses. . As Schultz (20()4b) notes, brand equity is not merely built through independent forms of communication (such as ad- vertising or public relations), but is generated by managing brand equity contacts via IMC. IMC, with synergy among the various communications vehicles as its fundamental con- cept, could potentially create the greatest persuasion effect in consumers" encounters with brand contacts (Chang and Thorson 2004). Indeed, based on their empirical study, Naik and Raman (2003) conclude that by adopting an IMC per- spective, marketers harness synergy across multiple com- munication vehicles to build brand equity across products and services. Brand Identity Strategy and IMC Creating and maintaining a brand identity is regarded as the first step toward building strong brands (Aaker 1996; Keller 2003). Almost a decade ago. Shocker, Srivastava, and Ruekert (1994) claimed that research on the development and impor- tance of brand identity is required to retain the significance of scholarly brand management research to the practice of marketing. Although brand identity helps in establishing a relation- ship between the brand and the customer by generating a value proposition involving functional, emotional, or self- expressive benefits (Aaker 1996), it is extremely difficult for brand image to match perfectly with brand identity due to the complex nature of the communications system. Accord- ing to Aaker"s (1996) conceptualization, brand image is one of the inputs and should be an integral part of strategic brand analysis wherein the brand strategists carefully analyze their own existing brand image and competitors' brand images to help them determine their own brand identity. This is repre- sented by the feedback loop from brand equity to brand iden- tity strategy shown in Figure 1. The feedback loop refers to the influence of the firm's own brand equity and the environ- ment in terms of competitors' brand equity and changing consumer preferences and needs. De Chernatony (1999) discusses the next stage after the organization creates a brand identity. He contends that the organization should consider the suitability of the intended positioning against the brand's identity. That is, after the or- ganization develops a unified brand, it should consider the ways in which the identity is to be communicated to all brand stewards (employees and agents) responsible for marketing communication with customers, prospects, and publics. As per de Chernatony (1999), there is a potential for conflicting messages as different communication options have different points of contact with different message receivers. We pre- scribe that brand identity should influence IMC in creating and maintaining synergistic and effective messages. We de- fine an effective brand identity strategy as one that informs, guides, and helps develop, nurture, and implement the firm's overall IMC strategy through various brand identity con- tacts. In the next section, we provide and discuss a concep- tual framework that details how brand identity contacts and brand equity contacts can potentially influence the firm's 74 The Journal of Advertising brand equity. In doing so, we argue that the firm's brand identity strategy and IMC strategy are essential in main- taining effective brand identity contacts and brand equity contacts that, in turn, contribute to brand equity. A CONCEPTUAL FRAMEWORK AND RESEARCH PROPOSITIONS In the preceding section, we provided a schematic of brand equity strategy that (1) incorporates brand identity strategy and IMC strategy as critical components; (2) details the two interfaces between IMC strategy and brand equity and brand identity strategy and IMC strategy using the concept of brand equity contacts and brand identity contacts, respectively; and (3) discusses the need for the feedback loop from brand eq- uity to brand identity strategy and rhe need for incorporating analysis of the market environment, brand equities of com- petitors, and changing customer needs and preferences. But is this schematic useful? Can the schematic be operationalized? We answer in the affirmative for both questions, and respond to calls of various researchers with reference to measurement issues. Based on our brand equity strategy schematic, we present a conceptual framework and empirically testable research propt)sitions. This conceptual framework is based on two foun- dational theses: (I) Effective management of brand equity contacts leads to high brand equity, and (2) effective manage- men[ of brand identity contacts leads to highly integrated marketing communication. Drawing from IMC research, brand equity research, and brand identity research, we pro- pose specific relationships among brand identity factors, IMC factors, and brand equity. Specifically, we argue that (1) brand identity contacts can be effectively managed through brand identity factors, including a brand identity-oriented culture, top management support, and an internal market orientation; and (2) brand equity contacts can be better managed through brand equity contact fectors such as IMC synergy and IMC effectiveness (see Figure 2). Brand Equity Keller conceptualizes brand equity as "the differential effect of brand knowledge on consumer response to the marketing of the brand" (1993, p. 2). Furthermore, Keller (1) proposes brand knowledge as central to the definition of brand equity and contends that high levels of brand knowledge increase the probability of brand choice, and (2) defines brand knowl- edge in terms of brand awareness and image. Following Rossiter and Percy (1987), Keller conceptualizes brand aware- ness as the strength of the brand trace in memory that is re- flected by the consumers ability to identify the brand under different conditions. Next, Keller defines brand image as "perceptions about a brand as reflected by the brand associa- tions held in consumer memory" (1993, p. 3). There are ways of measuring brand equity besides customer-based brand equity, however. For example, there are (1) financial measures of brand equity based on stock prices (Simon and Sullivan 1993) and potential value (Mahajan, Rao, and Srivastava 1994), and (2) measures involving consumer be- havior, such as purchase (Kamakura and Russell 1993). For the purposes of this paper, however, we propose measuring brand equity in terms of brand knowledge perceptions, for two reasons: (1) If the firm has a portfolio of brands, measur- ing brand equity based on stock prices becomes problematic, and (2) consumer perceptions are precursors to behavioral manifestations of brand equity (Cobb-Walgren, Ruble, and Donthu 1995). Brand Equity Contact Factors " We propose chat the brand equity contacts can be effectively managed through integration of marketing communications. Therefore, factors associated with the successful integration of marketing communications such as IMC synergy and IMC effectiveness will be valuable in managing the brand equity contacts and, hence, are related positively to brand equity. IMC Synergy Synergy is a phenomenon whereby the combined effect of multiple activities exceeds the sum of their individual effects (Belch and Belch 1998). Naik and Raman (2003) (1) note that che combined impact of multiple communication activi- ties can be much greater than the sum total of their indi- vidual effects, and (2) use modeling to furnish empirical evidence of synergy between television and print advertising. Reid (2003) makes a similar claim, arguing that through IMC, firms can atcain synergy among all of their marketing com- munications, which, in turn, leads to enhanced performance. Following the works of Duncan and Moriarty (1998), Eagle and Kitchen (2000), and Hines (1999). Reid notes that syn- ergy ensures char the use of multiple communication tools is mutually reinforcing. Therefore, following Belch and Belch (1998). Duncan and Moriarty (1998), Eagle and Kitchen (2000), Hines (1999), Jap (1999), Naik and Raman (2003), and Reid (2003), we conceptualize interactivity, strategic con- sistency, and complementarity as synergy constructs. For Duncan and Moriarty (1998), interactivity refers to che pro- cesses thac link customers to che company and its brands, and strategic consistency refers to the coordination of all messages in the promotion of brands. In addition, we contend chat complementarity of marketing communications, which refers to che reinforcing effects of individual communication ef- forts, helps in achieving communication goals chac are be- Winter 2005 75 FIGURE 2 A Conceptual Framework Brand identity contact factors Brand equity contact factors Brand identity- oriented culture Top management support Internal market orientation IMC synergy Constructs Interactivity Interactivity consistency Complementary IMC etTectiveness Brand equity A wareness Image Suurct: Madhavaram (2004). Note: IMC = integrated marketing communitation. yond the individual communication options. Therefore, we of- fer the following propositions linking IMC synergy with brand equity: Pla: Positive interactivity is related positively to hrand awareness. Plb: Positive interactivity is related positively to brand image. P2a: Strategic consistency is related positively to hrand awareness. P2b: Strategic consistency is related positively to brand image. P3a: Complementarity is related positively to brand awareness. P3b: Complementarity is related positively to brand image. IMC Effectiveness Synergy among the various marketing communication activi- ties should potentially make IMC more effective. Adapting the business performance measures used by Jaworski and Kohli (1993) and Narver and Slater (1990), we propose that IMC effectiveness can be measured as the perception of firms as to the effectiveness of their IMC efforts compared with their competitors" IMC efforts. For example, the key informants from the firms can provide the assessment of IMC effective- ness when compared with competitors' IMC programs. Hence, as harnessing synergy through IMC builds brand equity of products and services (Naik and Raman 2003), effective IMC leads to higher brand equity. Naik and Raman (2003) dem- 76 The Journal of Advertising onstratc a link between IMC synergy and sales. We posit that an increase in cuscomer-ba.sed brand equity is a mediating factor in this relationship. P4a: Positive interactivity is related positively to IMC effectiveness. P4b: Strategic consistency is related positively to IMC effectiveness. P4c: Complementarity is related positively to IMC effectiveness. P5a: IMC effectiveness is related positively to brand awareness. P3b: IMC effectiveness is related positively to hrand image. Brand Identity Factors Tbe identity of the brandthe brand concept from the brand strategist's perspectiveis rhe tbundation of a good brand- building program (Joachimsthaler and Aaker 1997). Further- more, the brand identity helps the brand achieve high equity. Therefore, this paper proposes that a well-conceived and well- communicated brand identity contributes co building brand equicy by positively influencing che IMC processes. That is, ic proposes that by effectively managing brand identity con- tacts (those between che brand strategist and the brand stew- ards) through (1) a brand identity-oriented culture, (2) top management support, and (3) an internal market orientation, firms can effectively inform and integrate their marketing communications. Brand Identity^rhnted Cult$/re Reid (2003) suggests that IMC synergy and IMC effective- ness are based on cultural and managerial factors. Recently, Urde (1999) introduced the concepc of brand orientation tliat is centered on brand identity. For Urde, "brand orien- tation is an approach in which the processes of che organiza- cion revolve around the creation, devel opment , and protection of hrand identity in an ongoing interaction with target customers with the aim of achieving lasting competi- tive advantages in the form of brands" (1999, pp. 1 17-118; emphasis added). Throughout his paper, Urde draws paral- lels between his concepts of brand orientation and market orientation. Therefore, drawing on similarities between Urde's notion of brand orientation and Slater and Narver's (1995) conceptualization of market orientation as a culture, we conceptualize brand identity orientation as a culture that (1) places high priority on rhe profitable creation and main- tenance ot brand idenriry/identities, and (2) provides norms for behavior regarding the organizational development of and responsiveness to brand identity-related information. We argue tbat firms with a brand identity-oriented culture will be better at integrating their marketing communica- tions. Therefore: P6a: Brand identity-oriented culture is related posititJely to positive interactivity. P6h: Brand identity-oriented culture is related positively to strategy consistency. P6c: Brand identity-oriented culture is related positively to IMC complementarity. P6d: Brand identity-oriented culture is related positively to IMC effectiveness. Top Management Support For Joachimsthaler and Aaker (1997), a clear and effective brand identity should have understanding and buy~in through- out che firm. Furthermore, they observe that many U.S. com- panies (1) do not have a single, shared vision of cheir brand's identity, and (2) allow the brand co drift, driven by the often- changing tactical communication objectives of product or mar- ket managers. Also, many times, the identity of the brand gets lost along che way to che customer. But how .should che firm ensure that all brand stewards responsible for marketing com- munications understand the brand identity? We argue that there should be top management support for ensuring the effective management of all possible brand identity contacts. Schultz and Kitchen (1997) surveyed agencies and found chac in the opinion of the agencies, marketers or firms should take the responsibility for integrating various marketing com- munication efforts. That is, many agencies seem to believe that, given client support and commitment to the integra- tion process, chey can create effective marketing communica- tion programs. Schultz (1998) notes brands to be central to integrated marketing communication. Further, Joachimsthaler and Aaker (1997) recommend that one person or team inside the firm should be responsible for che brand. In addition, chey claim thac the challenge is co create a strong, dear, rich iden- tity and to ensure that the implementation groups (the brand stewards), whether inside or outside the company, understand thac identity. As obtaining support from senior management is often essential in strategy implementation (Whitney and Smith 1983), we contend that as a pan of implementing the brand identity strategy, the support of top management can ensure chat everyone responsible tor marketing communica- tions understands the firm's brand identity and, thus, can suc- cessfully integrate its marketing communications. P7a: Top management support is related positively to positive interactivity. P7h: Top management support is related positively to strategic consistettcy. Winter 2005 77 P7c: Top management support is related positively to complementarity. Pld: Top management support is related positively to IMC effectiveness. Internal Market Orientation Among other things, relationship-marketing theory high- lights the importance of personal interactions for employees within the firm. That is, as Duncan and Moriarty (1998) note, in order for firms to integrate their external marketing com- munication, they should first achieve that integration inter- nally. Hacketal. (1998) note that IMC requires, as a precursor, a high degree of interpersonal and cross-functional commu- nication within the organization, across business units. Also, firms often use external agencies/firms for their marketing communications purposes. That is, many employees who are responsible for marketing communications may not be em- ployees of the marketing firm. Gummeson (2002) labels all such employees as "part-time marketers." In order for the firm to implement a successful brand identity strategy, full-time and part-time marketers of the firm need to supply each other with all the required information so they can agree on specific identities for individual brands. Employees can be influenced most effectively through the concept of internal marketing, and hence can be motivated to be customer conscious by ap- plying marketing-like approaches and activities internally (Gronroos 1982). That is, the success of an external market- ing program such as marketing communications is depen- dent on internal market orientation (Piercy 1995). Recently, Lings (2004) proposed that (1) internal market orientation has a positive relationship with internal aspects of firm per- formance, and (2) internal aspects of firm performance have positive relationships with the external aspects of performance. Therefore: P8a: Internal market orientation is related positively to positive interactivity. P8b: Internal market orientation is related positively to strategic consistency. P8c: Internal market orientation is related positively to complementarity. P8d: Internal market mentation is related positively to IMC effectiveness. DISCUSSION Consistent with recent developments in the understanding and application of IMC, the proposed conceptual framework (1) applies IMC as an integral element in a successful brand equity strategy; (2) treats IMC as a strategic activity rather than as a tactical activity; (3) places in the hands of the brand strategist the responsibility for the development and coordi- nation of the IMC program through its brand identity strat- egy; and (4) incorporates feedback from customers, prospects, and competitors into the brand identity strategy. The focus on brand identity enables the marketing firm to accurately and consistently communicate this identity, through brand identity contacts, to those brand stewards responsible for de- veloping and implementing the IMC strategy. A fundamental thesis of this work is that these brand identity contacts will lead to a more synergistic and effective IMC program. The sec- ond fundamental thesis is that such an IMC program will lead to stronger brand equity through brand equity contacts. The testable propositions suggest that certain characteris- tics of the firms will lead to a more synergistic and effective IMC program. These characteristics include a brand identity- oriented culture, top management support for the brand iden- tity, and internal market orientation. Furthermore, the more synergistic (i.e., consistent, interactive, and complementary) and effective the IMC program, the higher the resulting brand equity. As used here, brand equity means strong brand aware- ness and a favorable brand imagea brand image that is con- gruent with the aspirational brand identity. Our brand equity schematic and conceptual framework have many implications for practitioners. The successful applica- tion of the proposed framework begins with a "fully defmed and operational zed" brand identity. Therefore, firms should focus on efforts that define and develop brand identity. Next, the brand managers and employees of the firm should con- centrate on communicating that btand identity to every indi- vidual responsible for the firm's marketing communications efforts. After the brand managers clarify their aspirations for the brand, and are able to clearly and accurately communi- cate these aspirations to the brand stewards, the IMC pro- gram should commence. Whether internal or external to the marketing firm, if the brand srewards have a clear and accu- rate understanding of the brand identity, they are better able to develop a comprehensive, strategic IMC program that more clearly and accurately communicates that brand identity. Fi- nally, feedback from customers, prospects, and publics regard- ing the brand awareness and image, along with feedback from other entities in the environment, including competitors, will enable the brand owner to adjust its brand image strategy, and/or its IMC strategy. Therefore, the firm should pay par- ticular attention to brand-related market information from the environment. With reference to academics, the conceptual framework and research propositions that are presented in this paper an- swer the call for research on (1) the role of IMC in brand eq- uity, (2) the relationship and interaction between IMC and brand management, and (3) more theoretical work in the do- 78 The Journal of Advertising main of IMC research. By integrating the works of various researchers, this paper provides a theoretical foundation in [he form of a conceptual framework. It should be noted, how- ever, that what we present here is a conceptual framework and not the conceptual framework. We expect this paper to generate a more intellectually stimulating and informed de- bate that contributes to IMC research. Toward the goal of developing a high-quality IMC research program, we look forward to critiques, extensions, and rivals to our proposed conceptual framework. The testable research propositions that we have developed from our conceptual framework and che works of various re- searchers provide evidence thac we are on che right pach co- ward developing IMC theory. Again, we hope that in addition to our future research in this area, IMC as a field of research can accracc more scholars to develop a robust IMC theory. Here, we present a few directions for future research. FUTURE RESEARCH The proposed conceptual framework and the testable research propositions offer multiple avenues and opportunities for fu- ture IMC research. Various qualitative and quantitative scud- ies would be appropriate for chis endeavor. With reference to qualitative research, case studies could follow the brand eq- uity strategy of a single brand, or a portfolio of brands, through brand identity development and IMC scracegy chrough co brand equity. Such studies may provide a rich understanding of the brand equity strategy process. In addition, depth inter- views of brand managers, marketing communication manag- ers, and employees of agencies responsible for marketing communications could provide further insights into enrich- ing che conceptual framework and the research propositions. Focus group discussions among select groups of customers exposed to the firm's proposed communication options could provide additional inputs for better integrating the market- ing communications. Wich reference co quancicacive scudies, the proposed con- cepcual framework can be empirically cesced. Mechods such as survey research could potentially offer more generalizable results. Published scales are available for several of the con- structs in the proposed framework. Scales for che remaining constructs can be developed using items adapted from other scales or created anew. Using surveys, researchers could study the brand owner or che IMC agency. Future research could test our conceptual framework in partschat is, (1) brand identity factors leading co brand equity factors, and (2) brand equity factors leading to brand equity. A more sophisticated study mighc involve dyadic, or even criadic, research, study- ing the brand owner, brand stewards, and cuscomers. Future research could also investigate other brand identity factors thac might lead to synergistic and effective IMC pro- grams, as well as other characteristics of che IMC program chat mighc lead to higher brand equity. Other research might focus on the measurement of brand equity, especially as it relates to brand identity. Specifically, measures of brand im- agebrand identity congruence should be developed. Also, researchers could look inco organization structures and cul- cures that are conducive to developing efFective brand iden- tity strategy and IMC strategy. In conclusion, we present our paper as (1) a foundation for further theory development, (2) a starting point for more relevant and rigorous research, and (3) a small buc significant contribution with potential impli- cations for academics and practitioners. REFERENCES Aaker, David A. (1991)> Managing Brand Equity, New York: Free Press. (1996), Building Strong Brands, New York: Free Press. ^. and Alexander L. Biel (1993), Brand Equity and Adver- tising: Advertising's Role in Building Strong Brands, Hillsdale, NJ: Lawrence Erlbaum. Belch, George E., and Michael A. Belch (1998), Advertising and Promotion. Boscon: McGraw-Hill. Bezjian-Avery, Alexa, Bobby Calder, and Dawn lacobucci (1998), "New Media Interactive Advertising Vs. 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