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

Butkouskaya, Vera; Andreu, Joan Llonch i; Alarcón‐del‐Amo, María‐del‐Carmen

doi:10.1080/08961530.2020.1731901

Cited by 23 publications

(57 citation statements)

References 50 publications

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“…Previous research confirmed the significant role of marketing capabilities, including marketing communications, in empowering a company's competitive strategies [42][43][44]. Specifically, the power of IMC as a market capability drives the achievement of a superior performance [13,14,42]. In particular, a company accumulates market intelligence (including competitor actions and changes in customer preferences) and senses environmental changes (such as the appearance of new technologies).…”

Section: Imc As Smes Capabilitymentioning

confidence: 82%

“…Recent empirical studies from both a company and customer point of view confirm the positive effect of IMC on organizational performance [13,14]. As one of the IMC components, cross-functional coordination facilitates the response to market changes, and message integration positively impacts on customer performance [14]. Under this condition, less formalized SMEs are capable of responding to environmental changes faster than larger competitors and gain by this extra advantage [12,15].…”

Section: Introductionmentioning

confidence: 96%

“…The implementation of integrated marketing communications (IMC) within an organization can be considered a dynamic capability [13,14]. However, the majority of recent studies focus on an analysis of IMC implementation for larger companies, which limits the decision-making process for SMEs [12].…”

Section: Introductionmentioning

confidence: 99%

“…However, the majority of recent studies focus on an analysis of IMC implementation for larger companies, which limits the decision-making process for SMEs [12]. Recent empirical studies from both a company and customer point of view confirm the positive effect of IMC on organizational performance [13,14]. As one of the IMC components, cross-functional coordination facilitates the response to market changes, and message integration positively impacts on customer performance [14].…”

Section: Introductionmentioning

confidence: 99%

“…Additionally, as successful IMC implementation requires up-to-date information, a company's strategic orientation can enhance integration effectiveness [13,14]. The lack of analysis on entrepreneurial orientation's (EO) influence on IMC in SMEs is another limitation that requires further research.…”

Section: Introductionmentioning

confidence: 99%

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Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context

2020

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Expanding and maintaining the number of Small and Medium-sized Enterprises (SMEs) is directly related to sustainable economic, social, and individual development. However, SMEs are vulnerable to competition. Thus, this study focusses on the analysis of entrepreneurial orientation (EO) as an antecedent of integrated marketing communications’ (IMC) successful implementation directed at improving SMEs’ performance, with additional focus on the institutional inter-country context. Considering the role of owner-managers in SMEs, analysis of the gender gap is also applied. The data from 315 managers’ surveys (in Spain and Belarus) is analyzed using Structural Equation Modelling (SEM). The results show a positive relationship between EO, IMC, and performance among SMEs in both markets. However, these connections are significantly stronger in the case of male, rather than female managers in a developed market (Spain). There is no gender gap in an emerging market (Belarus). Moreover, and conversely, in a developing market, the EO-IMC-performance relations are more intensive when the manager is female. Further implementations are provided for practitioners and government organizations with a focus on the gender gap and inter-country differences.

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Section: Imc As Smes Capabilitymentioning

confidence: 82%

Section: Introductionmentioning

confidence: 96%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context

2020

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Color at the point of sale: Psychological and communicative implications

Sánchez

Nicolás-Sans

Armengol

et al. 2023

J of Consumer Behaviour

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The environment that surrounds a consumer when they are at a point of sale can influence them both psychologically and communicatively. In this sense, the study arises from the need to discover the capacity of influence that colors of the components of the commercial establishment (wall, floor, ceiling, and furniture) have. The aim is to determine whether these factors influence the psychological level (feeling of pleasantness, calmness, etc.) and the communicative experience received in stores. The quasi‐experimental methodology made it possible to study the impact of the independent variables (colors of the different components) on the dependent variables (psychological and communicative). For this purpose, two methods of measurement were constructed: a tool for the analysis of commercial establishments which allowed to establish patterns and a reception protocol capable of measuring both levels of influence of components and colors, by means of a reception test comprising of Level I (psychological) and Level II (communicative). This survey was applied to a total sample of 315 subjects. Overall, the study makes it possible to define which architectural components and colors stores should have in order to exert a certain perceptual influence on the subject. In general terms, this study reflects how the color of the different components of the space can influence the subject's primary perception of the establishment, with respect to the feeling of pleasantness, comfort, stimulation, calmness, security, spaciousness, formality, and warmth, as well as the perception of the quantity and quality of the information received and overall satisfaction and confidence.

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Global Branding and Communication

Schlegelmilch

2022

Management for Professionals

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

Cited by 23 publications

References 50 publications

Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context

Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context

Color at the point of sale: Psychological and communicative implications

Global Branding and Communication

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