Brand Equity Management in a Multichannel, Multimedia Retail Environment

Kevin Lane Keller

Journal of Interactive Marketing, 2010, vol. 24, issue 2, 58-70

Abstract: Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro perspective, marketers must design and implement channel and communication options such that sales and brand equity effects are synergistic. Concepts, frameworks, and future research directions are put forth to address these different challenges.

Keywords: Branding; Multichannel; Multimedia; Retailing; Brand equity (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (35)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:24:y:2010:i:2:p:58-70

DOI: 10.1016/j.intmar.2010.03.001

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