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

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

doi:10.1016/j.emj.2019.08.011

Cited by 39 publications

(43 citation statements)

References 80 publications

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“…Product experience Park et al [11]; Krystallis and Chrysochou [12]; Oliver et al [13]; Zarantenello and Schmitt [14] Product design, label, package, information delivery, environment, shape, sign, mascot, and product characteristics Experience with service procedure Šerić et al [15] Service delivery based on the quality of product, service, and experience…”

Section: Representative Literatures Main Componentsmentioning

confidence: 99%

“…Zarantenello and Schmitt [14] held that product experience can boost customer satisfaction, attention to the product, and brand reliability. Šerić et al [15] claimed that product experience, rather than the concept of an emotional relationship, is probably the result of an emotional connection while emotion is a result of an internal stimulus. In the meantime, they shared the belief that customer satisfaction is a manifestation of emotions that can be positive or negative, and short-term or long-term.…”

Section: Customer Experience With Product Experience and Customer Satmentioning

confidence: 99%

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Does the Effect of Customer Experience on Customer Satisfaction Create a Sustainable Competitive Advantage? A Comparative Study of Different Shopping Situations

Pei

Guo

et al. 2020

Sustainability

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With the rapid development of online shopping and traditional physical store shopping interweaving to form different shopping situations, customer experience has gradually become the main source of retailers’ sustainable competitive advantage through differentiation. Retailers need to continuously improve customer experience in different shopping situations to maintain long-term sustainable customer satisfaction and achieve sustainability. The study aims to examine what kind of shopping situations will influence customer experience and customer satisfaction. A total of 288 questionnaires were collected from two different shopping situations (146 questionnaires from physical stores were collected in five cities in China and 142 online questionnaires were collected from 21 provinces in China), and multiple regression analysis was adopted to test the hypotheses. As a result, we found that customer experience with staff service, shopping environment, and shopping procedure has a positive influence on customer satisfaction. Different shopping situations significantly moderate the relationships among customer experience with the shopping environment, product experience, and customer satisfaction but rarely influence customer experience with staff service and service procedures. Finally, gender significantly moderates the relationship between customer experience and customer satisfaction in different shopping situations. This study theoretically reveals the relationship between customer experience and satisfaction in different shopping situations and provides practical suggestions for retailers to form differentiated sustainable competitive advantage through customer experience management.

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Section: Representative Literatures Main Componentsmentioning

confidence: 99%

Section: Customer Experience With Product Experience and Customer Satmentioning

confidence: 99%

Does the Effect of Customer Experience on Customer Satisfaction Create a Sustainable Competitive Advantage? A Comparative Study of Different Shopping Situations

Pei

Guo

et al. 2020

Sustainability

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“…Melewar et al (2017) highlighted that future studies could focus on examining the effect of brand commitment on the link between IMC and brand loyalty. However, previous studies on the mediating role of brand commitment revealed inconsistent results (e.g., Melewar et al, 2017;Šerić et al, 2020). These inconsistencies indicate that the mediating role of brand commitment needs to be reinvestigated.…”

Section: Mediating Role Of Brand Trust and Commitmentmentioning

confidence: 91%

“…Since communication is positively related to brand trust, many researchers agree that strengthening communication is a viable first step toward both retaining existing customers and acquiring new ones. While "brand trust is conceptualized as a willingness of one party to rely on another in an exchange process" (Morgan & Hunt, 1994, p. 23), if a business operator is able to communicate consistent messages throughout the exchange process, its trustworthiness as perceived by customers is expected to increase (Brownell & Reynolds, 2002;Sawaftah, 2020;Šerić, Ozretić-Došen, & Škare, 2020). For example, Alden, Basil, and Deshpande (2011) argue that consistent messages through brand promotion strategy have synergistic effects on communication and improve consumers' trust, loyalty, and commitment to the brand.…”

Section: Imc Consequences For Relationship Performance Imc and Brand Trustmentioning

confidence: 99%

Strategic Orientation, Integrated Marketing Communication, and Relational Performance in E-commerce Brands: Evidence from Japanese Consumers’ Perception

Kang¹

2021

Bus. Commun. Res. Pract.

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The effect of integrated marketing communications (IMC) has not received sufficient attention in the e-commerce context. The objective of this research was to examine the effects of customer orientation and technology orientation on IMC and relational performance (i.e., trust, commitment, loyalty). Methods: Three hundred valid responses were obtained via questionnaire from e-commerce shoppers (e.g., Amazon, Rakuten, and Yahoo Shopping) in Japan. The partial least squares structural equation modeling procedure was utilized to examine the measurement models and test the research hypotheses. Results: IMC antecedents of strategic orientations, such as customer orientation and technology orientation, were found to positively influence IMC consistency. Technology orientation was found to exert a more significant role in the development of IMC consistency than customer orientation. In addition, all three factors of relational performance were found to be affected by IMC consistency, with the most significant impact found for brand trust. This study found that customer attitudes towards brand trust and commitment mediated the relationship between IMC and brand loyalty. Conclusions: These findings suggest that marketing managers responsible for e-commerce brand promotion and other branding activities need to evaluate the relative contributions of IMC antecedents of strategic orientations. Furthermore, if consumers perceive a consistent message and image of e-commerce brands, they are more likely to learn more about them, develop positive feelings, and actively promote them to others. To improve brand loyalty, the establishment of brand trust and commitment appears to be crucial.

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“…Numerous survey-based or questionnaire-based quantitative studies were identified for this literature review regarding IMC-related research, for example, Duncan and Everett (1993); McArthur and Griffin (1997); Low (2000); Reid (2003); Gabrielli and Balboni (2010); Reinold and Tropp (2012); Schultz et al (2016); Luxton et al (2017); Porcu, del Barrio-García, Alcántara-Pilar, et al (2019); and Šerić, Ozretić-Došen, and Škare (2020). The impression resulting from these and other studies is that surveys or questionnaires as quantitative research methods play a rather dominant role in IMC-related research (Burgmann, 2007).…”

Section: Research Directions Of Imcmentioning

confidence: 99%

Towards strategic integration in marketing communications in a decentralised organisational structure

Frehse¹

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The concept of integrated marketing communications (IMC) was developed in the early 1990s and has gained significant interest from academics and practitioners alike. Although the concept is widely known for its theme of achieving consistency in messages sent, integration of marketing communications with corporate strategy is arguably the defining construct of IMC. In contrast to the attention the concept of IMC has achieved, integration of marketing communications with corporate strategy is rarely achieved. Correspondingly, there is a gap in understanding why such successful integration remains scarce. In order to support closure of this knowledge gap, the aim of this research is to support the successful implementation of IMC at a strategic level through the development of a conceptual model that is capable of helping to overcome barriers to successful integration. The objectives of the study are therefore to explore how decisions about marketing communication activities are taken and how customer knowledge generated through marketing communication activities is used to inform business strategy decisions. The knowledge needed to fulfil the research aim was generated from a case study setting of a global company, operating a decentralised organisational structure in the healthcare industry. The resulting research findings were grouped into three thematic areas which are termed efficiency, consistency, and relationship. These thematic areas, if unmanaged, may inhibit company-wide alignment of marketing communications activities with business strategy. This thesis contributes towards facilitating integration of marketing communications with strategy by providing a conceptual model which is termed ‘integration areas’. This model is based on the idea of using guiding principles for aligning marketing communication activities throughout a company. The integration area concept helps in the development of these guiding principles by providing thematic areas which should be considered in the course of this development so that integration of marketing communication activities with business strategy is achieved. Such support for guiding principles development for the purpose of achieving strategic integration of marketing communication activities has not yet been provided.

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

Cited by 39 publications

References 80 publications

Does the Effect of Customer Experience on Customer Satisfaction Create a Sustainable Competitive Advantage? A Comparative Study of Different Shopping Situations

Does the Effect of Customer Experience on Customer Satisfaction Create a Sustainable Competitive Advantage? A Comparative Study of Different Shopping Situations

Strategic Orientation, Integrated Marketing Communication, and Relational Performance in E-commerce Brands: Evidence from Japanese Consumers’ Perception

Towards strategic integration in marketing communications in a decentralised organisational structure

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