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The relationship between SMS/MMS marketing and consumer based brand equity (CBBE) – A review and conceptualisation

Darabi, M, Reeves, P and Sahadev, S 2014, The relationship between SMS/MMS marketing and consumer based brand equity (CBBE) – A review and conceptualisation , in: Academy of Marketing Conference 2014, 7th -10th July 2014, Bournemouth. (Submitted)

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Abstract

Purpose of the paper: Text marketing expenditure amongst firms grew to £8.94 million in 2012 from £6.09 million in 2011 in the UK (Derived from Ofcom, 2013). This provides a rationale for this paper as it indicates that firms have recently renewed their efforts to access their customers through SMS/MMS based promotion. Extant literature on promotional strategies, however, is deficient in understanding the consequences of these strategies. This paper conceptualises the relationship between SMS /MMS based promotional strategies and its impact in building brand equity. Based on a review of the extant literature, a conceptual model is developed that links the intensity of SMS/MMS to the brand equity of the advertised brand.

Item Type: Conference or Workshop Item (Paper)
Themes: Media, Digital Technology and the Creative Economy
Subjects outside of the University Themes
Schools: Schools > Salford Business School
Schools > Salford Business School > Business and Management Research Centre
Journal or Publication Title: Academy of Marketing
Refereed: Yes
Depositing User: P Reeves
Date Deposited: 20 Jun 2014 17:20
Last Modified: 08 Nov 2015 23:04
URI: http://usir.salford.ac.uk/id/eprint/31981

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