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

Autori
Šerić, Maja ; Ozretić Došen Đurđana ; Škare, Vatroslav

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Bridging the Marketing Theory/Practice Gap and the Competitiveness of New Europe / Fontean, Florin ; Wagner, Udo ; Veghes Calin - Temišvar : West University Press, 2017, 32-32

ISBN
978-973-125-580-4

Skup
8th EMAC Regional Conference

Mjesto i datum
Temišvar, Rumunjska, 20.09.2017. - 22.09.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
integrated marketing communications, brand outcomes, relationship approach

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA