Integrated Marketing Communications (Imc) As a Critical Component to Building Customer Based Brand Equity

Belinda Dapi, Durban University of Technology, South Africa
Pepukayi Chitakunye, University of the Witwatersrand, South Africa
Maxwell Phiri, University of KwaZulu-Natal, South Africa
Amandeep Takhar-Lail, University of Bedfordshire, United Kingdom
This paper contributes to an understanding of customer based brand equity. Drawing insights from a survey of the Coca-Cola brand in South Africa, our results reveal that the majority of study participants did not have the attitudinal attachment, active involvement and sense of community that are necessary for brand resonance.
[ to cite ]:
Belinda Dapi, Pepukayi Chitakunye, Maxwell Phiri, and Amandeep Takhar-Lail (2014) ,"Integrated Marketing Communications (Imc) As a Critical Component to Building Customer Based Brand Equity", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 781-781.