INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON BRAND

Integrated Marketing Communications (IMC) has evolved as a fundamental strategic approach that ensures brand consistency across multiple promotional channels. Over the past two decades, IMC has expanded from a tactical coordination of marketing tools to a comprehensive framework aligned with brand equity development. Among the key dimensions of brand equity, brand loyalty has received significant attention due to its impact on consumer commitment and long-term business success. However, the academic discourse on the relationship between IMC and brand loyalty remains fragmented, lacking a systematic understanding of how IMC fosters consumer loyalty. To address this gap, this study employs a bibliometric analysis of 20 years of research (2005–2024) from the Scopus database. The analysis identifies key trends, influential authors, thematic clusters, and research networks that shape the IMC-brand loyalty domain. The findings highlight the growing intersection of IMC and brand equity, particularly through digital integration, message consistency, consumer engagement, and strategic branding. This study contributes to the literature by offering a structured mapping of the IMC-brand loyalty landscape, providing insights for both scholars and practitioners to refine IMC strategies for enhanced brand equity outcomes.

1. Aaker D. A. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press. 1991. Р. 177-184.

2. Caywood C. L., & Ewing R. Integrated marketing communications: A new master’s degree concept. Public Relations Review, 1991.17(3), Р. 237-244.

3. Chabowski B. R., Samiee S., & Hult G. T. M. A bibliometric analysis of the global branding literature and a research agenda. Journal of International Business Studies, 2023. 44(6), Р. 622–634.

4. Chaudhuri A., & Holbrook M. B. The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 2022. 65(2), Р. 81–93.

5. Keller K. L. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 1993. 57(1), Р. 1–22.

6. Keller K. L. Building customer-based brand equity: A blueprint for creating strong brands. Marketing Management, 2021. 10 (2), Р. 15–19.

7. Keller K. L. Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 2019. 15(2–3), Р. 139–155.

8. Kerr G., & Patti C. H. Strategic IMC: From abstract concept to marketing management tool. Journal of Marketing Communications, 2015. 21(5), Р. 317–339.

9. Kliatchko J. Revisiting the IMC construct: A revised definition and four pillars. International Journal of Advertising, 2021. 27(1), Р. 133–160.

10. Kitchen P. J., Kim I., & Schultz D. E. Integrated marketing communications: Practice leads theory. Journal of Advertising Research, 2021. 48(4), Р. 531–546.

11. Kitchen P. J., & Schultz D. E. IMC: New horizon/false dawn for a marketplace in turmoil? Journal of Marketing Communications, 2023. 15(2–3), Р. 197–204.

12. Luxton S., Reid M., & Mavondo F. Integrated marketing communication capability and brand performance. Journal of Advertising, 2015. 44(1), Р. 37–46.

13. Madhavaram S., Badrinarayanan V., & McDonald R. E. Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework and research propositions. Journal of Advertising, 2022. 34(4), Р. 69–80.

14. Mamun-Ur-Rashid M., Strong C., Raihan J., & Islam M. S. Mapping the integrated marketing communications research: A bibliometric analysis. International Journal of Marketing, Communication and New Media, 2022. 10(18), Р. 4–27.