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BRAND STRATEGY AND INTEGRATED MARKETING COMMUNICATION (IMC): A Case Study of Player’s Cigarette Brand Marketing

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References

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2004

Understanding The Diffusion Of Integrated Marketing Communications

111 cited

Cited by

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2016IMC – an integrative review75 cited
2012Cigarette Brand Loyalty and Purchase Patterns: An Examination Using US Consumer Panel Data66 cited
2012Public relations identity and the stakeholder–organization relationship: A revised theoretical position for public relations scholarship58 cited
2012Modelling the Influence of Integrated Marketing Communication on Consumer Behaviour: An Approach based on Hierarchy of Effects Concept49 cited
20154Ps: A Strategy to Secure Customers’ Loyalty via Customer Satisfaction49 cited
2008The expanding role of intangible assets of the brand48 cited
2016Content analysis of the empirical research on IMC from 2000 to 201537 cited
2018Evaluation of Culturally Symbolic Brand: The Role of “Fear of Missing Out” Phenomenon35 cited
2012Communication integration: An analysis of context and conditions33 cited
2017Just doing it: theorising integrated marketing communications (IMC) practices26 cited
2020A trust-based peer-to-peer digital brand equity (P2P-DBE) model26 cited
2018Investigating relationship types for creating brand value for resellers24 cited
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