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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2021-12-01
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| Series: | Journal of Economics Finance and Administrative Science |
| Subjects: | |
| 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 |