Subtopic Deep Dive

IMC Impact on Brand Equity
Research Guide

What is IMC Impact on Brand Equity?

IMC Impact on Brand Equity examines how integrated marketing communications enhance brand awareness, associations, perceived quality, and loyalty through consistent messaging across channels.

This subtopic analyzes empirical links between IMC capabilities and brand performance metrics in B2C and B2B settings. Key studies apply resource-based view (RBV) frameworks and structural equation modeling. Over 10 papers from 2005-2022, with top-cited works exceeding 200 citations each, include Reid et al. (2005, 279 citations) and Luxton et al. (2014, 217 citations).

Curated Papers

Key Challenges

Why It Matters

IMC consistency drives long-term brand valuation by improving stakeholder trust and loyalty, as shown in Melewar et al. (2017) linking identity-strategy integration to commitment. Firms use these insights for resource allocation, with Luxton et al. (2014) demonstrating IMC capability boosts financial performance via campaign effectiveness. In higher education, Foroudi et al. (2017) quantify IMC antecedents enhancing planned brand identity, guiding budget decisions in competitive markets.

Key Research Challenges

Measuring IMC Capability

Quantifying IMC as a firm resource remains inconsistent across studies. Luxton et al. (2014) use RBV but note scale development gaps. Reid et al. (2005) highlight grounding IMC in market and brand orientations for reliable metrics.

Contextual Generalization

Findings vary between B2C, B2B, and sectors like education. Foroudi et al. (2017) test higher education but question B2B applicability. Hänninen and Karjaluoto (2017) focus on B2B loyalty, revealing context-specific drivers.

Social Media Integration

Incorporating social media into IMC frameworks lags empirical validation. Rehman et al. (2022) propose SM integration for brand identity but lack longitudinal data. Porcu et al. (1970) review drivers without digital-era updates.

Essential Papers

THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION, MARKET ORIENTATION, AND BRAND ORIENTATION

Mike Reid, Sandra Luxton, Felix Mavondo · 2005 · Journal of Advertising · 279 citations

This paper relates integrated marketing communication (IMC) to market orientation (MO), brand orientation (BO), and external performance measures. The perspective adopted here argues that for clari...

Integrated Marketing Communication Capability and Brand Performance

Sandra Luxton, Mike Reid, Felix Mavondo · 2014 · Journal of Advertising · 217 citations

Drawing on the resource-based view (RBV) of the firm this research investigates how an integrated marketing communication (IMC) capability drives a brand's financial performance through influencing...

Integrating identity, strategy and communications for trust, loyalty and commitment

T.C. Melewar, Pantea Foroudi, Suraksha Gupta et al. · 2017 · European Journal of Marketing · 188 citations

Purpose This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ t...

IMC antecedents and the consequences of planned brand identity in higher education

Pantea Foroudi, Keith Dinnie, Philip J. Kitchen et al. · 2017 · European Journal of Marketing · 123 citations

Purpose This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a nu...

Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach

Shakeel Ul Rehman, Rafia Gulzar, Wajeeha Aslam · 2022 · SAGE Open · 107 citations

The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity...

Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process

Camelia Mihart · 2012 · International Journal of Marketing Studies · 98 citations

Integrated marketing communication (IMC) is one of the most controversial areas of research, the concept marking a constant progress from the simple coordinating of promotional tools to a complex s...

How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects

Lucía Porcu, Salvador del Barrio‐García, Philip J. Kitchen · 1970 · Communication & Society · 94 citations

Since the mid-1990’s, the concept of Integrated Marketing Communications (IMC) has come to the fore and attracted considerable attention in the literature. The main purpose of this paper is twofold...

Reading Guide

Foundational Papers

Start with Reid et al. (2005, 279 citations) for IMC-market-brand orientation links; follow Luxton et al. (2014, 217 citations) for RBV-financial performance model; Mihart (2012, 98 citations) details consumer decision effects.

Recent Advances

Study Melewar et al. (2017, 188 citations) on identity-trust integration; Foroudi et al. (2017, 123 citations) for higher ed antecedents; Rehman et al. (2022, 107 citations) on social media evolution.

Core Methods

Resource-based view (RBV) for capabilities (Luxton et al., 2014); structural equation modeling for paths (Foroudi et al., 2017); surveys and scales for orientations (Reid et al., 2005).

How PapersFlow Helps You Research IMC Impact on Brand Equity

Discover & Search

Research Agent uses searchPapers and citationGraph to map 279-cited Reid et al. (2005) connections to Luxton et al. (2014, 217 citations), revealing IMC-RBV clusters. exaSearch uncovers niche B2B extensions from Hänninen and Karjaluoto (2017); findSimilarPapers expands from Melewar et al. (2017) on trust-loyalty paths.

Analyze & Verify

Analysis Agent applies readPaperContent to extract SEM models from Luxton et al. (2017), then verifyResponse with CoVe checks causal claims against Reid et al. (2005). runPythonAnalysis recreates correlation matrices from IMC-brand performance data using pandas; GRADE grading scores evidence strength for meta-analytic synthesis.

Synthesize & Write

Synthesis Agent detects gaps in social media IMC via contradiction flagging between Rehman et al. (2022) and Porcu et al. (1970). Writing Agent uses latexEditText for model revisions, latexSyncCitations for 10+ papers, and latexCompile for publication-ready reviews; exportMermaid visualizes IMC-brand equity pathways.

Use Cases

"Run meta-regression on IMC coefficients from Luxton et al. papers for brand performance effect sizes."

Research Agent → searchPapers(Luxton) → Analysis Agent → readPaperContent → runPythonAnalysis(pandas meta-regression, matplotlib forest plot) → researcher gets CSV of pooled effect sizes with GRADE scores.

"Draft LaTeX review of IMC antecedents in higher education branding."

Research Agent → citationGraph(Foroudi 2017) → Synthesis Agent → gap detection → Writing Agent → latexEditText(structured sections) → latexSyncCitations(Melewar et al.) → latexCompile → researcher gets compiled PDF with diagrams.

"Find GitHub repos analyzing IMC survey datasets like Reid et al. 2005."

Research Agent → searchPapers(Reid) → paperExtractUrls → Code Discovery → paperFindGithubRepo → githubRepoInspect → researcher gets repo code, datasets, and replication notebooks for SEM models.

Automated Workflows

Deep Research workflow conducts systematic review: searchPapers(50+ IMC equity papers) → citationGraph → DeepScan(7-step verification with CoVe) → structured report on capability metrics. Theorizer generates hypotheses from Luxton et al. (2014) RBV data: readPaperContent → runPythonAnalysis → theory diagrams via exportMermaid. DeepScan analyzes Foroudi et al. (2017) SEM with GRADE checkpoints for higher ed generalizability.

Try Doxa for IMC Impact on Brand Equity Research

Frequently Asked Questions

What defines IMC Impact on Brand Equity?

It measures how consistent IMC across channels builds brand awareness, associations, quality, and loyalty, per empirical models in Luxton et al. (2014).

What are core methods in this subtopic?

Structural equation modeling tests IMC capabilities (Luxton et al., 2017); RBV frameworks link to performance (Reid et al., 2005); surveys assess antecedents (Foroudi et al., 2017).

What are key papers?

Reid et al. (2005, 279 citations) grounds IMC in orientations; Luxton et al. (2014, 217 citations) proves brand-financial links; Melewar et al. (2017, 188 citations) integrates identity for loyalty.

What open problems exist?

Digital/social media IMC quantification lacks longitudinal studies (Rehman et al., 2022); B2B generalizability needs cross-sector tests (Hänninen and Karjaluoto, 2017).