0000000000084597

AUTHOR

ĐUrđana Ozretić-došen

showing 2 related works from this author

How can perceived consistency in marketing communications influence customer-brand relationship outcomes?

2020

Abstract This paper examines the impact of perceived consistency in marketing communications on customer–brand relationship outcomes. The perception of consistent message and image through different marketing communication tools is one of the basic principles of the integrated marketing communications (IMC) approach. Although literature suggests that IMC might have an influence on customer–brand relationship outcomes, empirical evidence that supports this assumption is still weak and inconclusive. Three main brand relationship outcomes are established for the purpose of the study, i.e. trust, commitment, and loyalty. The relationships between perceived communication consistency and brand ou…

Strategy and Managementmedia_common.quotation_subject05 social sciencesContext (language use)Structural equation modelingBrand loyaltyConsistency (negotiation)Brand relationship0502 economics and businessLoyaltyCommunication consistency ; Customer–brand relationships ; Trust ; Affective commitment ; Loyalty ; Fast-food restaurant brands050211 marketingMarketingPsychologyRelationship marketing050203 business & managementIntegrated marketing communicationsmedia_common
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Insights on integrated marketing communications: implementation and impact in hotel companies

2015

Purpose – The purpose of this paper is to provide insights on integrated marketing communications (IMC) by empirically examining the concept in a new context, that is hotel companies, and comparing its implementation and impact in Italian and Croatian hotels. Design/methodology/approach – The study uses survey methodology to assess IMC, approaching managers and guests in high-quality hotels. Findings – From the manager’s point of view, both Italian and Croatian hotels show a high level of IMC implementation and significant differences regarding some items. From the guest’s point of view, significant differences are obtained between the two hotel groups. In addition, IMC is found to influen…

Survey methodologyFuture studiesPoint (typography)business.industryTourism Leisure and Hospitality ManagementContext (language use)Customer satisfactionMarketingintegrated marketing communications; satisfaction; culture; hotels; Italy; CroatiabusinessHospitality industryPractical implicationsIntegrated marketing communicationsInternational Journal of Contemporary Hospitality Management
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