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
Schlagworte:	customer-centred IMC Integrated marketing inter-country comparison post-purchase behavior strategic orientation
Online-Zugang:	Volltext
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