How can perceived consistency in marketing communications influence customer–brand relationship outcomes?
Abstract
This paper examines the impact of perceived consistency in marketing communications on customer–brand relationship outcomes. The perception of consistent message and image through different marketing communication tools is one of the basic principles of the integrated marketing communications (IMC) approach. Although literature suggests that IMC might have an influence on customer–brand relationship outcomes, empirical evidence that supports...
Paper Details
Title
How can perceived consistency in marketing communications influence customer–brand relationship outcomes?
Published Date
Apr 1, 2020
Journal
Volume
38
Issue
2
Pages
335 - 343
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