Inter-Country Customer-Perspective Analysis of Strategic Antecedents and Consequences for Post-Purchase Behaviour in Integrated Marketing Communications (IMC)

The lack of understanding of cross-national integrated marketing communications (IMC) implementation and consumer behavior is an obstacle for international companies. In this inter-country comparison, we analyze IMC antecedents and consequences from the customers' perspective in a developed and...

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Veröffentlicht in:Journal of international consumer marketing 2021-01, Vol.33 (1), p.68-83
Hauptverfasser: Butkouskaya, Vera, Llonch-Andreu, Joan, Alarcón-del-Amo, María-del-Carmen
Format: Artikel
Sprache:eng
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Zusammenfassung:The lack of understanding of cross-national integrated marketing communications (IMC) implementation and consumer behavior is an obstacle for international companies. In this inter-country comparison, we analyze IMC antecedents and consequences from the customers' perspective in a developed and a developing economy. The results show that customer orientation, but not technology orientation, positively influenced IMC and, indirectly, post-purchase behavior, in both economies. Cross-economy differences were also evident, specifically, that the positive effect of IMC on post-purchase evaluation and behavior was stronger in the developing economy. However, customer satisfaction more strongly mediated the relationship between IMC and post-purchase behavior (word-of-mouth and repurchase intention) in the developed economy.
ISSN:0896-1530
1528-7068
DOI:10.1080/08961530.2020.1731901