A multi-stakeholder IMC framework for networked brand identity

Orazi, D, Spry, A, Theilacker, M and Vredenburg, J 2017, 'A multi-stakeholder IMC framework for networked brand identity', European Journal of Marketing, vol. 51, no. 3, pp. 551-571.

Document type: Journal Article
Collection: Journal Articles

Title A multi-stakeholder IMC framework for networked brand identity
Author(s) Orazi, D
Spry, A
Theilacker, M
Vredenburg, J
Year 2017
Journal name European Journal of Marketing
Volume number 51
Issue number 3
Start page 551
End page 571
Total pages 21
Publisher Emerald Publishing Limited
Abstract Purpose: Past integrated marketing communications (IMC) frameworks have established brand contacts as important sources of information and feedback. This paper aims to discuss how the presence of multiple brand stakeholders and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand-equity. Design/methodology/approach: Past IMC frameworks are reviewed and extended to identify specific brand contact points between multiple stakeholders that hold significant potential to dynamically reconfigure brand identity. Theoretical propositions regarding the IMC function's role in managing these contact points to generate brand-equity are offered. Findings: The brand contacts described and their successful integration into a firm's brand-equity strategy extend current IMC-based brand-equity models and suggest fruitful, novel avenues for creating brand-equity. Further, these brand contacts offer practical examples of how the scope of marketing communications can be redefined. Originality/value: This paper contributes to the body of research on the elevation of IMC to a strategic level function. In addition to the synergistic communication of the brand offering, IMC needs to play a pivotal role in coordinating the contacts between the brand and stakeholders, and in extrapolating relevant brand insights from these contacts.
Subject Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) Brand identity
Brand image
Contact points
Integrated marketing communications
Stakeholder theory
DOI - identifier 10.1108/EJM-08-2015-0612
Copyright notice © Emerald Publishing Limited.
ISSN 0309-0566
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