Integrated Marketing Communications (Imc) As a Critical Component to Building Customer Based Brand Equity
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 781-781.
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
NA - Advances in Consumer Research Volume 42 | 2014
Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels
Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada
Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action
Lena Pellandini-Simanyi, Università della Svizzera Italiana
Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff