What is the Best Communication Strategy (Integration vs. Repetition) to Persuade Consumers? An Analysis across Levels of Brand Familiarity

  • María Ángeles Navarro-Bailón


In response to a hostile environment characterized by saturation of messages, rising media costs, audience fragmentation and increasing communication options, Integrated Marketing Communication (IMC) represents the major communication development of the last years (Duncan and Moriarty, 1998; Hwan and Park, 2007; Kitchen et al., 2004). IMC is generally considered to be a philosophy or process related to strategically managing all brand messages in a way that contributes to the building of strong brands (Reid et al., 2005). Specifically, an integrated communication strategy advocates that brand messages, from whatever source, must be consistent to ensure and protect brand image (Duncan and Moriarty, 1998; Madhavaram et al., 2005).


Communication Strategy Consumer Research Brand Equity Brand Image Brand Attitude 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • María Ángeles Navarro-Bailón
    • 1
  1. 1.University of MurciaSpain

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