CONSEQUENCES OF INTEGRATED MARKETING COMMUNICATION THROUGH STRATEGIC CONSISTENCY: A THEORETICAL AND METHODOLOGICAL PROPOSAL (Article published in Spanish)

Authors

  • María Ángeles Navarro Bailón Doctora en Ciencias de la Empresa, Universidad de Murcia, España. Profesora ayudante LOU, Departamento de Comercialización e Investigación de Mercados, Universidad de Murcia, España.
  • María Sicilia Piñero Doctora en Ciencias de la Empresa, Universidad de Murcia, España. Titular de Facultad, Departamento de Comercialización e Investigación de Mercados, Universidad de Murcia, España.
  • Elena Delgado Ballester Doctora en Ciencias Económicas y Empresariales, Universidad de Murcia, España. Titular de Facultad, Departamento de Comercialización e Investigación de Mercados, Universidad de Murcia, España.

DOI:

https://doi.org/10.1016/S0123-5923(09)70070-1

Keywords:

Integrated Marketing Communication (IMC), strategic consistency, consumers

Abstract

There has been an increasing interest in the area of integrated marketing communications during the last years. However, most studies have mainly focused on the economical and financial effects that this strategy has for companies, while very little is still known about the effectiveness of an integrated marketing communication campaign. By using a strategic consistency perspective, this work presents a series of effects about the influence of an integrated strategy on consumer evaluation of the campaign.

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Published

2009-06-30

Issue

Section

Research articles

How to Cite

CONSEQUENCES OF INTEGRATED MARKETING COMMUNICATION THROUGH STRATEGIC CONSISTENCY: A THEORETICAL AND METHODOLOGICAL PROPOSAL (Article published in Spanish). (2009). Estudios Gerenciales, 25(111), 35-58. https://doi.org/10.1016/S0123-5923(09)70070-1