The impact of customer performance on IMC outcomes: firm size moderation in the inter-country context

The impact of customer performance on IMC outcomes: firm size moderation in the inter-country context

Purpose – Taking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country context. Design/methodology/approach – The sample consists of the prima...

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Bibliographic Details
Main Authors: Vera Butkouskaya, Joan Llonch-Andreu, María-del-Carmen Alarcón-del-Amo
Format: Article
Language:English
Published: Emerald Publishing 2021-12-01
Series:Journal of Economics Finance and Administrative Science
Subjects:
imc outcomes
customer performance
organizational performance
smes
inter-country analysis
Online Access:https://www.emerald.com/insight/content/doi/10.1108/JEFAS-10-2021-0207/full/pdf?title=the-impact-of-customer-performance-on-imc-outcomes-firm-size-moderation-in-the-inter-country-context

Internet

https://www.emerald.com/insight/content/doi/10.1108/JEFAS-10-2021-0207/full/pdf?title=the-impact-of-customer-performance-on-imc-outcomes-firm-size-moderation-in-the-inter-country-context

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