IDEAS home Printed from https://ideas.repec.org/a/eee/eurman/v38y2020i2p335-343.html
   My bibliography  Save this article

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

Author

Listed:
  • Šerić, Maja
  • Ozretić-Došen, Đurđana
  • Škare, Vatroslav

Abstract

This paper examines the impact of perceived consistency in marketing communications on customer–brand relationship outcomes. The perception of consistent message and image through different marketing communication tools is one of the basic principles of the integrated marketing communications (IMC) approach. Although literature suggests that IMC might have an influence on customer–brand relationship outcomes, empirical evidence that supports this assumption is still weak and inconclusive. Three main brand relationship outcomes are established for the purpose of the study, i.e. trust, commitment, and loyalty. The relationships between perceived communication consistency and brand outcomes are examined in a hospitality context on a sample of 452 respondents who had to evaluate fast-food brands. Structural Equation Modelling was employed as the main technique for data analysis using Partial Least Squares (PLS). Results reveal that communication consistency has a strong direct impact on brand trust and brand loyalty. Although its influence on affective brand commitment is found to be positive, it is not statistically significant. The interrelationship between three brand relationship outcomes is also corroborated. The study contributes to our understanding of the role of IMC in the relationship marketing paradigm and provides deeper insights into the impact of communication consistency on different relationship outcomes with fast-food brands.

Suggested Citation

  • Šerić, Maja & Ozretić-Došen, Đurđana & Škare, Vatroslav, 2020. "How can perceived consistency in marketing communications influence customer–brand relationship outcomes?," European Management Journal, Elsevier, vol. 38(2), pages 335-343.
    • Handle: RePEc:eee:eurman:v:38:y:2020:i:2:p:335-343
    DOI: 10.1016/j.emj.2019.08.011
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0263237319301057
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.emj.2019.08.011?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Rajagopal, 2015. "Consumer Value Management," Palgrave Macmillan Books, in: The Butterfly Effect in Competitive Markets, chapter 5, pages 119-143, Palgrave Macmillan.
    2. Robert Peterson & Dwight Merunka, 2014. "Convenience samples of college students and research reproducibility," Post-Print hal-01822317, HAL.
    3. Vernuccio, Maria & Ceccotti, Federica, 2015. "Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision," European Management Journal, Elsevier, vol. 33(6), pages 438-449.
    4. Kim, Ilchul & Han, Dongsub & Schultz, Don E., 2004. "Understanding the Diffusion of Integrated Marketing Communications," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 31-45, March.
    5. Françoise Simon, 2017. "Relationship norms and media gratification in relational brand communication," Post-Print hal-03514074, HAL.
    6. Peterson, Robert A. & Merunka, Dwight R., 2014. "Convenience samples of college students and research reproducibility," Journal of Business Research, Elsevier, vol. 67(5), pages 1035-1041.
    7. Peterson, Robert A, 2001. "On the Use of College Students in Social Science Research: Insights from a Second-Order Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 450-461, December.
    8. Simon, Françoise, 2017. "Relationship norms and media gratification in relational brand communication," Journal of Business Research, Elsevier, vol. 79(C), pages 12-22.
    9. Pauwels, Koen & Erguncu, Selin & Yildirim, Gokhan, 2013. "Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 57-68.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Myra Sader & Barthélemy Chollet & Sébastien Brion & Olivier Trendel, 2021. "Supported, detached, or marginalized? The ambivalent role of social capital on stress at work," Post-Print hal-03167159, HAL.
    2. Takumi Kato, 2021. "Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 671-684, November.
    3. Cheng-Feng Cheng & Chien-Che Huang & Ming-Chang Lin & Ta-Cheng Chen, 2023. "Exploring Effectiveness of Relationship Marketing on Artificial Intelligence Adopting Intention," SAGE Open, , vol. 13(4), pages 21582440231, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Agustín J. Sánchez-Medina & Juan Manuel Benítez-del-Rosario & Félix Blázquez-Santana, 2017. "Anomia and Displacement of Responsibility as Determinants of Tourist Company Managers’ Non-Involvement in Alleviating Poverty," Sustainability, MDPI, vol. 9(5), pages 1-15, May.
    2. Robert A. Peterson & U. N. Umesh, 2018. "On the significance of statistically insignificant results in consumer behavior experiments," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 81-91, January.
    3. Heleen Venema & Ruan Spies & Leon T. De Beer, 2021. "Psychometric Properties of the Personality Inventory for DSM-5 Brief Form in an Undergraduate Sample of South African University Students," SAGE Open, , vol. 11(1), pages 21582440209, January.
    4. Qin, Hong & Peak, Daniel Alan & Prybutok, Victor, 2021. "A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    5. Höllig, Christoph E. & Tumasjan, Andranik & Welpe, Isabell M., 2020. "Individualizing gamified systems: The role of trait competitiveness and leaderboard design," Journal of Business Research, Elsevier, vol. 106(C), pages 288-303.
    6. Espinosa, Jennifer A. & Ortinau, David J., 2016. "Debunking legendary beliefs about student samples in marketing research," Journal of Business Research, Elsevier, vol. 69(8), pages 3149-3158.
    7. Melikşah Demir & Andrew Haynes & Marlyn Sanchez & Jennifer C. Parada, 2019. "Personal Sense of Uniqueness Mediates the Relationship Between Compassion for Others and Subjective Well-Being," Journal of Happiness Studies, Springer, vol. 20(6), pages 1751-1773, August.
    8. Cristina Robledo-Ardila & Juan Pablo Román-Calderón, 2022. "Potential: in search for meaning, theory and avenues for future research a systematic review," Management Review Quarterly, Springer, vol. 72(1), pages 149-186, February.
    9. Mohammad Nurul Alam & Osarodion Ogiemwonyi & Ibrahim. E. Hago & Noor Azlinna Azizan & Fariza Hashim & Md Sazzad Hossain, 2023. "Understanding Consumer Environmental Ethics and the Willingness to Use Green Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    10. Mireia Ercilla-Montserrat & David Sanjuan-Delmás & Esther Sanyé-Mengual & Laura Calvet-Mir & Karla Banderas & Joan Rieradevall & Xavier Gabarrell, 2019. "Analysis of the consumer’s perception of urban food products from a soilless system in rooftop greenhouses: a case study from the Mediterranean area of Barcelona (Spain)," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 36(3), pages 375-393, September.
    11. José M. Ramírez-Hurtado & Alfredo G. Hernández-Díaz & Ana D. López-Sánchez & Víctor E. Pérez-León, 2021. "Measuring Online Teaching Service Quality in Higher Education in the COVID-19 Environment," IJERPH, MDPI, vol. 18(5), pages 1-14, March.
    12. Dwayne D. Gremler & Yves Vaerenbergh & Elisabeth C. Brüggen & Kevin P. Gwinner, 2020. "Understanding and managing customer relational benefits in services: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 565-583, May.
    13. Aysun Ata Aktürk & Hasibe Özlen Demircan, 2018. "Development of Preschool Children Sibling Rivalry Scale (PSRS)," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 11(1), pages 117-136, February.
    14. Joana César Machado & Beatriz Fonseca & Carla Martins, 2021. "Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 152-170, March.
    15. Lucinda Austin & Barbara Miller Gaither, 2019. "Redefining fit: examining CSR company-issue fit in stigmatized industries," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 9-20, January.
    16. Grigorios, Lamprinakos & Magrizos, Solon & Kostopoulos, Ioannis & Drossos, Dimitrios & Santos, David, 2022. "Overt and covert customer data collection in online personalized advertising: The role of user emotions," Journal of Business Research, Elsevier, vol. 141(C), pages 308-320.
    17. Rašković, Matevž & Ding, Zhonghui & Škare, Vatroslav & Ozretić Došen, Đurđana & Žabkar, Vesna, 2016. "Comparing consumer innovativeness and ethnocentrism of young-adult consumers," Journal of Business Research, Elsevier, vol. 69(9), pages 3682-3686.
    18. Teng, Weichen & Su, Yaohua & Liao, Tien-Tien & Wei, Cang-Liang, 2020. "An exploration of celebrity business ventures and their appeal to fans and non-fans," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    19. Seok Chan Jeong & Beom-Jin Choi, 2022. "Moderating Effects of Consumers’ Personal Innovativeness on the Adoption and Purchase Intention of Wearable Devices," SAGE Open, , vol. 12(4), pages 21582440221, November.
    20. Nadeem, Waqar & Al-Imamy, Saifeddin, 2020. "Do ethics drive value co-creation on digital sharing economy platforms?," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:eurman:v:38:y:2020:i:2:p:335-343. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/115/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.