... different communication tools (advertising and sponsorship) compared to a non‐integrated strategy. Specifically, it focuses on the synergistic effects that IMC has on consumer information processing, attitude and recall of the communication campaign. Design/methodology/approach The study uses...

...Olga Kehagia; Michalis Linardakis; George Chryssochoidis Purpose This paper seeks to explore two issues, namely: whether Greek consumers are interested in information provided to them for beef meat through systems of traceability, and whether they are willing to pay in order to acquire specific...