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1 – 10 of over 44000
Article
Publication date: 26 June 2020

Maja Šerić and Josip Mikulić

This paper examines the development of customer-based brand equity through communication consistency in a luxury hotel segment. Communication consistency is considered as a basic…

2593

Abstract

Purpose

This paper examines the development of customer-based brand equity through communication consistency in a luxury hotel segment. Communication consistency is considered as a basic principle of the integrated marketing communications (IMC) approach.

Design/methodology/approach

The empirical research was conducted among 223 guests during their stay in five-star deluxe luxury hotels in a Mediterranean country. Data are analyzed through the PLS technique and impact-asymmetry analysis.

Findings

Communication consistency is found to have a strong positive impact on all brand equity dimensions, especially on brand trust, brand image and perceived quality. The impact-asymmetry analysis further revealed negatively asymmetric relationships between communication consistency and six out of seven brand equity dimensions, except for affective commitment.

Research limitations/implications

Some restrictions related to the measurement scales should be mitigated in future research.

Practical implications

Communication consistency is confirmed as a core management practice in luxury hotel business. Marketing professionals operating in this industry are therefore confronted with increasing challenges of efficient management of IMC.

Originality/value

This work addresses several research calls from the most recent marketing and hospitality literature. The analysis of the impact of communication consistency has extended our knowledge on the potential of IMC in creation of a strong brand. Obtained insights into the shape of the relationship between communication consistency and seven different brand equity dimensions help to better understand the process of brand equity building in a luxury hotel setting.

Details

Journal of Hospitality and Tourism Insights, vol. 3 no. 4
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 10 February 2012

Elena Delgado‐Ballester, Angeles Navarro and María Sicilia

From an integrated marketing communications perspective, this study aims to analyse what level of consistency among brand messages is more effective in terms of customer‐based…

12835

Abstract

Purpose

From an integrated marketing communications perspective, this study aims to analyse what level of consistency among brand messages is more effective in terms of customer‐based brand equity. In particular it aims to evaluate its impact on brand knowledge structure, and how brand familiarity moderates this influence.

Design/methodology/approach

A sample of 194 subjects participated in a between subjects experiment. An integrated communication campaign composed of two different tools (advertising and nonmonetary promotion) was assessed by individuals. Brand familiarity (familiar brand vs unfamiliar brand) and consistency among messages (high vs moderate) were manipulated to test a set of hypotheses.

Findings

Results show that the effectiveness of consistency among messages depends on brand familiarity. For familiar brands moderately consistent messages improve their awareness (recall), enrich their network of associations, and generate more favourable responses and brand attitudes. However, for unfamiliar brands, no significant differences are found between high and moderate levels of consistency, except for brand recall, being higher when highly consistent messages are used.

Research limitations/implications

Limitations of the study are those typically associated with the experimental methodology. Specifically, a single product category and only two communication tools were used in the experiment which may limit the generalisability of the results.

Practical implications

For unfamiliar brands, brand managers should focus on consistent brand messages to build awareness for these unknown brands. By contrast, for familiar brands the goal of the communication strategy must be to revive the interest in them through moderate consistent messages that can excite consumers and make them think again about these brands.

Originality/value

The originality of this study resides in incorporating the newest approach of communication management (integrated marketing communication or IMC) to illustrate how consistency among messages could be used to build the type of brand knowledge structure that nurtures brand equity. Furthermore, compared to previous studies of IMC, which have addressed this issue under a merely conceptual perspective, this paper offers empirical evidences using a more practical perspective and focusing on managing brand knowledge structures as a way for improving brand image.

Details

European Journal of Marketing, vol. 46 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 23 May 2018

Magnus Kristian Gregersen and Trine Susanne Johansen

The purpose of this paper is to conceptually and empirically explore and challenge the dogma of Corporate visual identity (CVI) consistency. The goal is to nuance the current…

1104

Abstract

Purpose

The purpose of this paper is to conceptually and empirically explore and challenge the dogma of Corporate visual identity (CVI) consistency. The goal is to nuance the current polarized debate of consistency or no consistency.

Design/methodology/approach

A qualitative research strategy is employed in this paper. Specifically, the empirical work rests on an interview study with strategists from ten different CVI agencies. The interview transcripts are analyzed using template analysis.

Findings

In terms of findings, both empirical and conceptual arguments for and against CVI consistency are presented. Many of these arguments rest on conflicting assumptions of CVI communication, CVI authenticity and CVI management, which all influence the debate of CVI consistency.

Practical implications

CVI practitioners are presented with a more reflective approach to dealing with consistency and hands on examples for inspiration.

Originality/value

This paper offers alternative and more nuanced conceptualizations of CVI consistency. This includes seeing consistency and inconsistency as ends of a spectrum to be balanced rather than mutually exclusive and by differentiating between consistency across platforms and consistency over time – coined CVI continuity. Furthermore, several future research areas that can help to further develop the field of CVI are suggested.

Details

Corporate Communications: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

Open Access
Article
Publication date: 6 March 2023

María Sicilia and Mariola Palazón

This study aims to understand how integration efforts at both communication and channel levels can foster customer engagement behavior in the retail sector from the perspective of…

2659

Abstract

Purpose

This study aims to understand how integration efforts at both communication and channel levels can foster customer engagement behavior in the retail sector from the perspective of employees.

Design/methodology/approach

Data were collected through 231 face-to-face questionnaires completed by frontline employees in shopping centers. A structural equation modeling approach was applied to test the proposed hypotheses.

Findings

The results highlight the importance of integration efforts as external stimuli for enhancing employees’ perceptions about customer engagement behavior. Findings extend the stimulus-organism-response model by predicting responses that go beyond employees’ behavior to predict customer engagement behavior. Results also confirm the mediating role of attitudes toward marketing communications and synergy realization in the proposed model.

Practical implications

Retailers should integrate their multiple channels and operate consistently and in coordination through them to develop employees’ perceptions about customer engagement behavior. Managers should regularly collect information from their employees as they represent an important touchpoint in omnichannel retailing.

Originality/value

There is a gap in the omnichannel retailing literature regarding how integration efforts at a communication level may complement integration efforts at a channel level for developing customer engagement. This study addresses this gap by adopting a novel perspective using frontline employees as a source of information for assessing customer engagement behavior. It extends knowledge about how customer engagement behavior may be developed and strengthened from the employees’ point of view.

Objetivo

Este estudio analiza, desde la perspectiva del empleado, cómo la integración de la comunicación y la coordinación de los canales de distribución fomenta el engagement de los clientes en el sector minorista.

Metodología

Los datos fueron recogidos a través de 231 cuestionarios personales realizados a empleados de centros comerciales. Las hipótesis se contrastaron mediante un modelo de ecuaciones estructurales.

Resultados

Los resultados destacan la importancia de la integración para fomentar la percepción de los empleados acerca del engagement del cliente. Estos resultados extienden la aplicación del Modelo de Estimulo-Organismo-Respuesta para predecir no sólo el comportamiento de los empleados si no el engagement del cliente. Los resultados también corroboran el rol mediador de la actitud hacia las comunicaciones de marketing y la obtención de sinergias.

Implicaciones prácticas

Los distribuidores deben integrar todos los canales y actuar de forma coordinada y consistente para mejorar la percepción de los empleados acerca del engagement del cliente. Se debe recabar información periódica sobre las percepciones de los empleados ya que constituyen un importante punto de contacto en la gestión omnicanal de los establecimientos comerciales.

Originalidad

Este estudio aborda un gap existente en la literatura acerca de cómo los esfuerzos de integración a nivel de comunicación complementan los esfuerzos a nivel de canal para fomentar el engagement del cliente. La novedad de este estudio reside en estudiar estos aspectos desde la perspectiva de los empleados.

目的

本研究旨在从员工的角度了解沟通和渠道层面的整合工作如何促进零售部门的顾客参与行为。

方法

数据收集于购物中心一线员工所填写的231份面对面问卷。应用结构方程建模方法来检验所提出的假设。

研究结果

本文结果强调了整合工作作为外部激励对于提高员工对顾客参与行为的认知的重要性。研究结果通过预测超越员工行为的反应来预测客户参与行为, 从而扩展了刺激-机体-反应模型。结果还证实了对营销传播和协同实现的态度在所提出的模型中的中介作用。

实践意义

零售商应该整合其多种渠道, 并通过这些渠道持续协调地运作, 以培养员工对顾客参与行为的认知。管理者应该定期从员工那里收集信息, 因为他们是全渠道零售的一个重要接触点。

原创性

在全渠道零售业的文献中, 关于沟通层面的整合工作如何补充渠道层面的整合工作以发展顾客参与的问题, 存在研究差距。本研究通过采用新颖的视角, 将一线员工作为评估顾客参与行为的信息来源来解决这一差距。它扩展了关于如何从员工的角度发展和加强顾客参与行为的知识。

Abstract

Details

Applying Partial Least Squares in Tourism and Hospitality Research
Type: Book
ISBN: 978-1-78756-700-9

Open Access
Article
Publication date: 17 May 2023

Vera Butkouskaya, Olga Oyner and Sergey Kazakov

This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive…

4443

Abstract

Purpose

This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction).

Design/methodology/approach

The customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia).

Findings

The results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction.

Research limitations/implications

The study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry.

Practical implications

This research suggests that three components of IMC should be applied together towards enhancing the customer's positive post-purchase evaluation. Meanwhile, consistency enhances product and service satisfaction, interactive impacts satisfaction with the organization and connectivity with the retail service.

Originality/value

The shift toward omnichannel marketing requires a broader perspective on communication integration. This research reports a novelty result of estimating the separate effect of each component of omnichannel IMC (consistency, interactivity and connectivity) on product and service satisfaction.

Details

Journal of Economics, Finance and Administrative Science, vol. 28 no. 56
Type: Research Article
ISSN: 2077-1886

Keywords

Article
Publication date: 4 June 2018

Natalia García-Carbonell, Fernando Martín-Alcázar and Gonzalo Sanchez-Gardey

While previous human resources management (HRM) studies have focused on human resources (HR) practices to explain the strategic HRM-performance link, organizational communication

2217

Abstract

Purpose

While previous human resources management (HRM) studies have focused on human resources (HR) practices to explain the strategic HRM-performance link, organizational communication is studied as a key HRM process and an alternative perspective explains the factors influencing communication implementation and subsequently internal HRM system consistency. The paper aims to discuss these issues.

Design/methodology/approach

HR decision makers’ human capital is examined as a determinant of communication implementation by applying the partial least squares approach to a sample of 120 Spanish HR managers.

Findings

The results confirm the relevance of HR decision makers’ cognitive skills, showing that communication of HRM strategy does not appear to require a particular cognitive approach but rather a balance of creative and rational skills. Additionally, the findings suggest that appropriate communication implementation improves the internal consistency of the HRM system by creating coherent HR messages about the implemented practices.

Originality/value

This study presents three main contributions: analyzing conditions that promote more appropriate communication implementation; providing a process perspective instead of the traditional content focus to explain HRM, and deepening the ways in which communication affects the internal consistency of the HRM system.

Details

International Journal of Manpower, vol. 39 no. 3
Type: Research Article
ISSN: 0143-7720

Keywords

Article
Publication date: 26 February 2024

Maja Šerić, Maria Vernuccio and Alberto Pastore

Aligning corporate communications through different information sources is a great challenge for marketers, especially those operating in the tourism sector, which has been…

Abstract

Purpose

Aligning corporate communications through different information sources is a great challenge for marketers, especially those operating in the tourism sector, which has been harshly affected by the recent COVID-19 pandemic. This paper provides a deep analysis of the implementation of seven basic principles of the integrated marketing communications (IMC) paradigm in a crisis situation.

Design/methodology/approach

In-depth interviews with tourism and hospitality service providers were conducted in the fourth quarter of 2021 in Croatia, a destination that showed remarkable results in terms of the number of international tourist arrivals during the pandemic.

Findings

Most firms successfully transitioned from tactical to strategic IMC implementation. Some problems were reported in the coordination of communication tools and channels. Whereas the use of digital technology was enhanced, database management did not receive sufficient attention. Message clarity represented the greatest challenge, while consumer-centric communication was the most neglected principle. Relationship building was pursued mainly through B2B rather than B2C communication, whereas brand equity development pursued through communication mix mostly focused on increases in awareness, perceived quality and attitudinal loyalty.

Research limitations/implications

This research is qualitative in nature and provides opinions on IMC adoption from the managerial perspective only.

Practical implications

This paper provides guidelines for the successful integration of marketing communications (marcom) in an extremely ambiguous and uncertain environment.

Originality/value

The contribution of this work lies in the proposal of a new refined and expanded theoretical framework of IMC principles and numerous marcom strategies for operating during the COVID-19 pandemic, thus providing relevant implications for academia and industry.

Details

Corporate Communications: An International Journal, vol. 29 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 8 May 2009

Simon Torp

The purpose of this paper is to show the diversity within integrated communication and to demonstrate how its scope has been broadened to include virtually everything an…

7056

Abstract

Purpose

The purpose of this paper is to show the diversity within integrated communication and to demonstrate how its scope has been broadened to include virtually everything an organization says and does and everyone who is affected by the organization's existence and activities. In the most ambitious interpretations of the concept the integration endeavour extends from the external integration of visual design to the internal integration of the organization's culture and “soul”.

Design/methodology/approach

The paper is based on a critical and thematic reading of the integrated marketing communication (IMC) field. The review covers both theorists and practitioners and those who are in between: theoretical practitioners and practical theorists, since all parties contribute to the creation of the field and the phenomenon that are the object of analysis in this paper. The focus is on semantic and conceptual development in relation to the range and scope of integrated communication.

Findings

The ideal of integration in connection with marketing communication is not new. The analysis shows that the IMC field is marked by great diversity and disagreement. The ideal scope of integration has expanded. An attempt is made to “map” various approaches and perspectives within the IMC field, based on the distinctions between opponents versus advocates and theoretical versus non‐theoretical.

Research limitations/implications

The paper makes the claim that in many interpretations of the concept integrated communication is focused on control. It does not seek to demonstrate how more dialogical perspectives might be developed within the framework of integrated communication.

Originality/value

The focus in this paper is on the semantic and conceptual development in relation to the range and scope of integrated communication. It usefully asks, how far does the organization's effort at integration extend, and how deeply is it supposed to enter the individual's life: what, in short, is the extent of integrated communication's intervention and influence and outreach.

Details

Corporate Communications: An International Journal, vol. 14 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 3 August 2015

Weiting Tao and Christopher Wilson

The purpose of this paper is to explore the communication strategies corporations adopt for Facebook and/or Twitter, and the consistency of communication strategies used on both…

3657

Abstract

Purpose

The purpose of this paper is to explore the communication strategies corporations adopt for Facebook and/or Twitter, and the consistency of communication strategies used on both Facebook and Twitter.

Design/methodology/approach

A content analysis of 2011 Fortune 1000 corporate Facebook and Twitter sites was undertaken. Specially, communication strategies on 63 Fortune 1000 Facebook sites and 65 Fortune 1000 Twitter sites in January 2012 were examined.

Findings

This study found that a majority of the examined Fortune 1000 companies emphasized a corporate ability communication strategy over a corporate social responsibility communication strategy on their Facebook and Twitter sites. Additionally, none of these companies used a true hybrid strategy on their social media sites (SMSs). Results also demonstrated that these companies were following the one message principle of integrated communication.

Research limitations/implications

This study is limited to its samples size and the coding time frame.

Practical implications

Results of this study can help public relations and corporate communication professionals leverage multiple SMSs to build strong associations, improve engagement, and strengthen relationships with target stakeholders.

Originality/value

Through examining corporate communication strategies on SMSs, this study contributes to current social media research along with corporate communication/public relations scholarship. It replicated and extended prior work by examining how existing corporate communication strategies on traditional web sites were incorporated into two new mainstream media – Facebook and Twitter.

Details

Journal of Communication Management, vol. 19 no. 3
Type: Research Article
ISSN: 1363-254X

Keywords

1 – 10 of over 44000