Customer perceived integrated marketing communications: A segmentation of the soda market
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http://hdl.handle.net/10045/115173
Título: | Customer perceived integrated marketing communications: A segmentation of the soda market |
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Autor/es: | Suay-Pérez, Francisco | Penagos-Londoño, Gabriel Ignacio | Porcu, Lucia | Ruiz Moreno, Felipe |
Grupo/s de investigación o GITE: | Marketing |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Marketing |
Palabras clave: | Integrated marketing communications | Segmentation | Consumer brand perceptions | Soda brands |
Área/s de conocimiento: | Comercialización e Investigación de Mercados |
Fecha de publicación: | 20-may-2021 |
Editor: | Routledge |
Cita bibliográfica: | Journal of Marketing Communications. 2022, 28(4): 448-464. https://doi.org/10.1080/13527266.2021.1915853 |
Resumen: | Integrated marketing communication (IMC) plays a key role in current marketing communications landscape and further empirical research is called for to examine customer perceived IMC. To fill this gap, this paper examines how customers perceive the IMC of two global brands (Coke and Pepsi). The aim is to shed light on the relationship between customer characteristics and the perceived level of marketing integration. Finite mixture models were applied to analyze the data and three types of customers were identified: ‘friends’, ‘strangers’, and ‘flighty’. For both brands, consumers in the ‘flighty’ segment have the highest level of customer perceived IMC, which might be owed to this segment’s exposure to a wider variety of media and communication messages. Managerial implications and future research directions are discussed. |
URI: | http://hdl.handle.net/10045/115173 |
ISSN: | 1352-7266 (Print) | 1466-4445 (Online) |
DOI: | 10.1080/13527266.2021.1915853 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | © 2021 Informa UK Limited, trading as Taylor & Francis Group |
Revisión científica: | si |
Versión del editor: | https://doi.org/10.1080/13527266.2021.1915853 |
Aparece en las colecciones: | INV - MKT - Artículos de Revistas |
Archivos en este ítem:
Archivo | Descripción | Tamaño | Formato | |
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Suay-Perez_etal_2022_JMarketingCommunications_final.pdf | Versión final (acceso restringido) | 740,22 kB | Adobe PDF | Abrir Solicitar una copia |
Suay-Perez_etal_2022_JMarketingCommunications_accepted.pdf | Accepted Manuscript (acceso abierto) | 610,79 kB | Adobe PDF | Abrir Vista previa |
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