IDEAS home Printed from https://ideas.repec.org/a/igg/jebr00/v9y2013i4p1-15.html
   My bibliography  Save this article

Consumers as “Integrators” of Marketing Communications: When “Like” is as Good as “Buy”

Author

Listed:
  • Kelley O'Reilly

    (Sales and Business Marketing Program, Haworth College of Business, Western Michigan University, Kalamazoo, MI, USA)

  • Karen M. Lancendorfer

    (Advertising and Promotion Program, Haworth College of Business, Western Michigan University, Kalamazoo, MI, USA)

Abstract

This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

Suggested Citation

  • Kelley O'Reilly & Karen M. Lancendorfer, 2013. "Consumers as “Integrators” of Marketing Communications: When “Like” is as Good as “Buy”," International Journal of E-Business Research (IJEBR), IGI Global, vol. 9(4), pages 1-15, October.
    • Handle: RePEc:igg:jebr00:v:9:y:2013:i:4:p:1-15
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/ijebr.2013100101
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jebr00:v:9:y:2013:i:4:p:1-15. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.