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AbstractA Study on Integrated Brand Management Based on Consumer Decision Processes
Jinyong Lee, Ph. D.
Although a plenty of books and articles on comprehensive brand management have been published, studies performing theoretical discussions about integrated brand management are scant This study discussed contents, contributions, and limitations of comprehensive brand management models by Aaker, Keller, Kapferer, Schmitt and Fournier and their applicabilities in practice. We suggest that firms need to perform integrated brand management based on consumer decision processes. We also recommend some variables in each stage: for instance, (1) awareness and image in prepurchage processes, (2) situational variables such as store environments and salesperson, and retrievability of brand names and related associations from memory in purchase processes, and (3) satisfaction, loyalty, relationship, commitment, trust, emotional attachment, and ownership effect in postpurchase processes. It is proposed that brand management should be performed based on criteria and goals at each stage. Consumers' responses and behavior at one stage may differ from those at another stage, although some characteristics may be shared at different stages.
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