Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Social Science and Business
Theodora, Nadia -
Unknown Affiliation
Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Relationship Between Integrated Marketing Communication and Brand Equity Theodora, Nadia -
International Journal of Social Science and Business Vol 5, No 2 (2021)
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v5i2.33782

Abstract

This study will try to explain the relationship between the application of integrated marketing communication (IMC) and its influence to the establishment and development of brand equity and also will look at the role of each element of integrated marketing communication to brand equity. This article uses the literature review method by summarizing the result of various credible studies that highlight the relationship between IMC and brand equity. The result shows that there is a direct relationship between the simultaneous application of all elements of IMC to the formation of brand equity. But partially each element of IMC has its own impact on the formation of brand equity, depending on the context of the company, region, time, and target consumers.Keywords : Integrated Marketing Communication, Brand, Brand Equity, IMC
Co-Authors