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

Darabi, M; Reeves, P; Sahadev, S

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.

Citation

Darabi, M., Reeves, P., & Sahadev, S. The relationship between SMS/MMS marketing and consumer based brand equity (CBBE) – A review and conceptualisation. Presented at Academy of Marketing Conference 2014, Bournemouth

• Presentation Conference Type: Other
• Conference Name: Academy of Marketing Conference 2014
• Conference Location: Bournemouth
• End Date: Jul 10, 2014
• Publication Date: Jul 1, 2014
• Deposit Date: Jun 20, 2014
• Publicly Available Date: Apr 5, 2016
• Publisher URL: https://www.academyofmarketing.org/table/conference/conference-2014/
• Additional Information: Event Type : Conference