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• W2182755340 abstract "Purpose: The aim of this study is to examine the effectiveness of the integrated message strategy (the tactical implementation of Integrated Marketing Communication principles in advertisement contents) and to propose a model that empirically examines the impact of integrated advertisement massage strategy in developing audience-based brand equity. Design/methodology/approach: This study is a quantitative research. Data was collected from 408 university students with a survey questionnaire. The data was validated with an exploratory factor analysis. The proposed hypotheses were tested using Pearson correlation. Findings: This study found that the integrated advertisement message strategy is significantly impactful in the development of effective brand awareness, positive brand image and stipulation of brand purchase intention. The persuasiveness of the integrated advertisement message strategy is also statistically revealed to be significant. Research Limitations: This study is not without some limitations, inter alia the difficulties of acquiring data from real consumers. Originality/value: This study is able to advance the method of examining the effectiveness of advertisement by proposing an integrative model which examines both the persuasiveness of advertisement together with advertisement role in developing brand equity. Thus this research corroborates the pool of evolving findings in determining the role of advertising in brand development." @default.
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• W2182755340 date "2014-10-01" @default.
• W2182755340 modified "2023-09-26" @default.
• W2182755340 title "The Effectiveness of Integrated Advertisement Message Strategy in Developing Audience-Based Brand Equity" @default.
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