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Journal of International Consumer Marketing Volume 33, 2021 - Issue 1
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Original Articles

Inter-Country Customer-Perspective Analysis of Strategic Antecedents and Consequences for Post-Purchase Behaviour in Integrated Marketing Communications (IMC)

Vera ButkouskayaBusiness Department, Universitat Autònoma de Barcelona, Barcelona, Spain; Correspondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-6963-3872
ORCID Icon,
Joan Llonch-AndreuBusiness Department, Universitat Autònoma de Barcelona, Barcelona, Spain; ORCID Iconhttps://orcid.org/0000-0002-1624-3133
ORCID Icon &
María-del-Carmen Alarcón-del-AmoMarketing Department, University of Murcia, Murcia, SpainORCID Iconhttps://orcid.org/0000-0002-5195-3923
ORCID Icon
Pages 68-83 | Published online: 27 Feb 2020

Citations (13)

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Radha Govind Indwar & Aditya Shankar Mishra. (2023) Emojis: can it reduce post-purchase dissonance?. Journal of Strategic Marketing 31:4, pages 918-939.
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Francisco Suay-Pérez, Gabriel I. Penagos-Londoño, Lucia Porcu & Felipe Ruiz-Moreno. (2022) Customer perceived integrated marketing communications: A segmentation of the soda market. Journal of Marketing Communications 28:4, pages 448-464.
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Articles from other publishers (11)

Vera Butkouskaya, Olga Oyner & Sergey Kazakov. (2023) The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction. Journal of Economics, Finance and Administrative Science 28:56, pages 319-334.
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María Eugenia Martínez‐Sánchez, Ruben Nicolas‐Sans, Jordi Villoro Armengol & Javier Bustos Díaz. (2023) Color at the point of sale: Psychological and communicative implications. Journal of Consumer Behaviour 22:4, pages 1000-1015.
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Ana González Ros. (2022) Emprendimiento femenino de moda en Nicaragua. Evaluación de las Comunicaciones Integradas de Marketing. Comunicación y Género 5:2, pages 095-104.
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Wang Junfeng, Yang Zesheng & Lai RuQiang. (2022) Customer agility, market orientation, and brand image in the context of Chinese market. Frontiers in Psychology 13.
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Rafidah Mohamad. (2022) The Effect of Internet Marketing on External and Internal Currency of the Country. Wasit Journal of Computer and Mathematics Science 1:3, pages 149-158.
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Bodo B. SchlegelmilchBodo B. Schlegelmilch. 2022. Global Marketing Strategy. Global Marketing Strategy 253 288 .
Vera Butkouskaya, Joan Llonch-Andreu & María-del-Carmen Alarcón-del-Amo. (2021) The impact of customer performance on IMC outcomes: firm size moderation in the inter-country context. Journal of Economics, Finance and Administrative Science 26:52, pages 358-375.
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Małgorzata Budzanowska-Drzewiecka. (2021) Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej. Zarządzanie Mediami 9:2, pages 281-296.
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Asma Ahmed Laroussi. (2020) Análisis de la relación entre la comunicación integrada de marketing y la satisfacción del cliente. El caso Mcdonald’s.. Revista de Estudios Empresariales. Segunda Época:2, pages 32-52.
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Vera Butkouskaya, Joan Llonch-Andreu & María-del-Carmen Alarcón-del-Amo. (2020) Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context. Sustainability 12:17, pages 7159.
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Maja Šerić & Josip Mikulić. (2020) Building brand equity through communication consistency in luxury hotels: an impact-asymmetry analysis. Journal of Hospitality and Tourism Insights 3:4, pages 451-468.
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