Integrated Marketing Communication and Branding Essay

AbstractIn an increasingly competitive marketplace, greater emphasis is being placed on bell ringermark mental picture learning as the basis for consumer discrimination. Advertising has a central role to revivify in developing brand image, whether at the corporate, retail or point of intersection 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 announce closely parallel the informational and transformational schools of advertising effect 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(prenominal) the functional and expressive capabilities of brands. source http//www.emeraldinsight.com/case_studies. htm/journals.htm?articleid=857593& testify=html&WT.mc_id=alsoreadAbstractPurchase intentions for apparel crossways often require material examination prior to purchase. Hence, greater risk is associated with shopping online for apparel products, fashioning it important to examine factors that reduce various risks influencing online purchase intentions. This conduct examines and compares the jolt of two of the most important risk reducers for online apparel shopping product brand image and online chime in image on specific types of sensed 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 perceiv ed risk associated with online shoppingSource http//www.sciencedirect.com/science/article/pii/S096969891200029X Abstract pop the question 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 peculiar(a) 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