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The brand capability value of integrated marketing communication (IMC)
journal contribution
posted on 2005-01-01, 00:00 authored by J Ratnatunga, Mike EwingPractitioners perpetually question whether they are spending the right amount of money on the right marketing activities to optimize sales, profitability, brand equity, and shareholder value. This perennial problem is perhaps even more salient today, as organizations increasingly begin to recognize the value of intangible assets and question the extent to which marketing should be viewed as an investment (as opposed to an expense). This paper introduces the notion of brand capability within a tangible-intangible asset valuation framework. Specifically, a model is developed to assess the impact of integrated marketing communication on brand equity by leveraging capability-enhancing marketing expenses to economic values through the use of specific combinations of expense-leveraged value indices.
History
Journal
Journal of advertisingVolume
34Issue
4Pagination
25 - 40Publisher
Taylor & FrancisLocation
Abingdon, Eng.Publisher DOI
ISSN
0091-3367eISSN
1557-7805Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2005, American Academy of AdvertisingUsage metrics
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