The impact of brand equity and the company’s reputation on revenues: Testing an IMC evaluation model

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Abstract

This paper intends to establish the relationships among variables in corporate communications, especially between advertising and public relations, and to form an evaluation model for integrating the effects of brand equity and the company's reputation in the context of integrated marketing communications (IMC). A new approach for integrating the effects of brand equity and the company's reputation was introduced and the IMC evaluation model was specified for testing. The proposed model was tested with existing secondary data. The outcomes indicated that both brand equity and the company's reputation have significant impact on revenues and showed the positive relationship between brand equity and the company's reputation in the proposed model to justify the need of IMC in overall corporate communications.

Original languageEnglish
Pages (from-to)89-111
Number of pages23
JournalJournal of Promotion Management
Volume6
Issue number1-2
DOIs
StatePublished - 2001

Keywords

  • Advertising
  • Brand equity
  • Corporate communications
  • Evaluation
  • Integrated marketing communications (imc)
  • Public relations
  • Reputation management

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