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New Challenges in Customer-Brand Relationships: The Role of Integrated Marketing Communications

The objective of this paper is to test the impact of Integrated Marketing Communications (IMC) on brand relationship outcomes, more specifically on brand trust, brand commitment, and brand loyalty. Results suggest that IMC has a positive and significant direct impact on trust, affective commitment, and loyalty, being the relationship between IMC and brand trust the strongest relationship of the model. The significant insight of this contribution lies in providing empirical evidence on the role of IMC in the relationship marketing paradigm. The affirmation of the antecedent role of IMC in brand-customer relationship contributes to the wider knowledge and theoretical understanding of marketing communications potential.

integrated marketing communications, brand outcomes, relationship approach

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