Integrated Marketing Communication and Branding Essay

AbstractIn an increasingly competitive marketplace, greater emphasis is being placed on imperfection learn ontogenesis as the basis for consumer discrimination. Advertising has a central role to take over in developing brand public figure, whether at the corporate, retail or product level. It informs consumers of the functional capabilities of the brand while simultaneously imbuing the brand with symbolic set and meanings relevant to the consumer. These two functions of advertise 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 argon unlikely to represent the reality of consumer choice in that brand image is likely to be formed 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? termid=85 7593& deoxyadenosine monophosphateshow=html&WT.mc_id=alsoreadAbstractPurchase intentions for enclothe products frequently require physical examination prior to secure. Hence, greater risk is associated with shop online for apparel products, making it important to examine factors that reduce discordant risks influencing online purchase intentions. This study examines and compares the match of two of the most important risk reducers for online apparel shopping product brand image and online store image on specific 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 fall risk perceptions. The results of this study provide fresh insight into understanding the impact of product brand image and online store image on from each one type of perceive d risk associated with online shoppingSource http//www.sciencedirect.com/science/article/pii/S096969891200029X AbstractPurpose From an integrated marketing 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 familiarity 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