The Conceptual Model of Brand Response Based on IMC
On the basis of summarizing and analyzing on existing research which the relations of Integrated Marketing Communications (IMC) and brand, this paper indicates that the inner mechanism of IMC and customer brand response is elaborated inadequately in present research. Therefore, this paper adopts the method which combines theory analysis with case study. Firstly, by means of existing concept of brand response, this paper proposes an improved one which regards IMC campaigns as the requirement to generate customer brand response. Moreover, this paper constructs a conceptual model of brand response based on IMC, which is also an innovation of the paper. The aim of the model is to get the effect that enterprise builds brand image in fore period and customer generates brand response in the later period by using various IMC tools. Next, taking one of Chinese brand names-Haier as the case, this paper uses the model to analyze Olympic Marketing of Haier to verify the feasibility of the model. Then the conclusion is drawn: IMC is exactly the effective way for enterprise to build strong brand and generate customer brand response.
Integrated Marketing Communication (IMC) Brand response Brand cognition Brand value Brand loyalty
ZONG Yi
School of Commerce, Tianjin University of Commerce, P.R.China, 300134
国际会议
天津
英文
105-110
2009-12-12（万方平台首次上网日期，不代表论文的发表时间）