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Suay-Pérez, Francisco; Penagos-Londoño, Gabriel I.; Porcu, Lucia; Ruiz-Moreno, Felipe
Journal of marketing communications, 05/2022, Letnik: 28, Številka: 4Journal Article
Integrated marketing communication (IMC) plays a key role in current marketing communications landscape and further empirical research is called for to examine customer perceived IMC. To fill this gap, this paper examines how customers perceive the IMC of two global brands (Coke and Pepsi). The aim is to shed light on the relationship between customer characteristics and the perceived level of marketing integration. Finite mixture models were applied to analyze the data and three types of customers were identified: 'friends', 'strangers', and 'flighty'. For both brands, consumers in the 'flighty' segment have the highest level of customer perceived IMC, which might be owed to this segment's exposure to a wider variety of media and communication messages. Managerial implications and future research directions are discussed.
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Faktor vpliva
Dostop do baze podatkov JCR je dovoljen samo uporabnikom iz Slovenije. Vaš trenutni IP-naslov ni na seznamu dovoljenih za dostop, zato je potrebna avtentikacija z ustreznim računom AAI.
Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Baze podatkov, v katerih je revija indeksirana
Ime baze podatkov | Področje | Leto |
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Povezave do osebnih bibliografij avtorjev | Povezave do podatkov o raziskovalcih v sistemu SICRIS |
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Vir: Osebne bibliografije
in: SICRIS
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