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Keywords: IMC consistency
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Journal Articles
Journal of Economics, Finance and Administrative Science (2023) 28 (56): 319–334.
Published: 17 May 2023
...Vera Butkouskaya; Olga Oyner; Sergey Kazakov Purpose This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction...
