Abstract:
Brand resonance maintains the idea that building a strong brand is dependent on how its target audience feels, thinks and acts when a brand is involved (Keller, 2001). For a brand to be easily memorable to its consumers, it needs to be effectively developed and managed to further build its brand identity and maintain active relationships with its consumers through integrated marketing communications (Keller, 2001:3; Madhavaram, Badrinarayanan, and McDonald, 2013:70). Hence, this research explored the role integrated marketing communications has on how consumers resonate with the brand Checkers.This research took an exploratory research where qualitative data was collected through three semi-structured in-depth interviews were used to allow the researcher to gain an in-depth understanding of the participant’s subjective perspectives concerning Checkers’ pursuit of brand resonance (Nieuwenhuis, 2014). The data was analysed through a thematic analysis that enabled the researcher to explore both the hidden and evident themes rooted in the interview transcripts (Schreier, 2014). The findings showed that Checkers’ IMC strategy helped ensure that consumers resonate with the brand by driving active engagement, attitudinal attachment and behavioural loyalty. This research contributes by assisting researchers and other brands understand the importance of an IMC strategy as a relationship building tool used to build strong brand connections and resonate with the consumer (Keller 2001:).
