The Distributed Creative Brand Image: Integrating Digital Influencer Collaboration into Omnichannel Marketing Communication

Annette Kallevig ()
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Annette Kallevig: Kristiania University College

Chapter 12 in Digital Transformation for Fashion and Luxury Brands, 2024, pp 249-270 from Springer

Abstract: Abstract In the age of integrated marketing communication the brand identity is managed by a multitude of specialist agencies necessary for complex omnichannel presence, and new independent content creators have unprecedented power through digital distribution. Online influencer marketing is now at the core of fashion and luxury brand management. Content creators have become autonomous channels of communication; they require freedom of expression to ensure authenticity while maintaining their own personal brand identity. This chapter explores the fluency and dynamics of these complex and interactive marketing communication relationships and how agile management might contribute to ensure a consistent creative brand image.

Keywords: Integrated marketing communication; Creativity; Omnichannel brand management; Online influencer marketing; Fashion and luxury brands; Brand identity (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-35589-9_12

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