Integrated Marketing Communication Relevance for Heavy Consumers

• Autorzy: Francisco Suay-Pérez
• Języki publikacji: EN

Abstrakty

EN

The introduction of Integrated Marketing Communications with its con-cept of encouraging organizations to speak with one voice (Caywood, Schultz, Lauterborn, 1993) was a step forward in marketing communication research. However, IMC is still under-researched (Ots, Nyilasy, 2015, 2017) and the limited empirical evidence supporting positive results derived from its implementation remains a barrier constraining practice and broader ac-ceptance in boardrooms (Porcu, Del Barrio-García, Kitchen, 2017). Un-doubtedly, one of the issues that remained unclear is whether the receiver, such as a current or potential customer, recognized what is communicated as one voice, or recognized it as different voices, or recognized it at all (Finne, Grönroos, 2017). Thus, the purpose of the study presented in this chapter is threefold: (1) to examine how consumers perceive the level of integration of the communication efforts performed by two well-known carbonated beverages companies worldwide: Coca-Cola and Pepsi; (2) to test the differences between heavy and light consumers in terms of per-ceived IMC.(fragment of text)

Słowa kluczowe

EN

Marketing communication; Consumer; Effective communication

PL

Komunikowanie marketingowe; Konsument; Efektywne komunikowanie

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2020
• Tom: Consumer Rights Protection : Threats and Opportunities for Enhancing Consumer Awareness
• Strony: 201--211

Twórcy

autor

Francisco Suay-Pérez

• Universidad Cardenal Herrera-CEU, CEU Universities, Spain

Bibliografia

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