Article2010

Brand Equity Management in a Multichannel, Multimedia Retail Environment

208 citations0/0 files storedJournal of Interactive Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro perspective, marketers must design and implement channel and communication options such that sales and brand equity effects are synergistic. Concepts, frameworks, and future research directions are put forth to address these different challenges.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 208 citations exist upstream.

References

2003Evolving to a New Dominant Logic for Marketing 2004Co-creation experiences: The next practice in value creation 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991Managing Brand Equity 1996Measuring Brand Equity Across Products and Markets 2004Co‐creating unique value with customers 2002The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions

Cited by

2013On Brands and Word of Mouth 2020The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge 2013Social media's slippery slope: challenges, opportunities and future research directions 2016Marketing innovation: A consequence of competitiveness 2014Enhancing online brand experiences: An application of congruity theory 2015Do social networking sites contribute for building brands? Evaluating the impact of users' participation on brand awareness and brand attitude

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.