Abstract

The lack of understanding of cross-national integrated marketing communications (IMC) implementation and consumer behavior is an obstacle for international companies. In this inter-country comparison, we analyze IMC antecedents and consequences from the customers’ perspective in a developed and a developing economy. The results show that customer orientation, but not technology orientation, positively influenced IMC and, indirectly, post-purchase behavior, in both economies. Cross-economy differences were also evident, specifically, that the positive effect of IMC on post-purchase evaluation and behavior was stronger in the developing economy. However, customer satisfaction more strongly mediated the relationship between IMC and post-purchase behavior (word-of-mouth and repurchase intention) in the developed economy.

摘要

缺乏对跨国集成营销传播（IMC）实施和消费者行为的理解是国际公司的障碍。在这种国家间比较中，我们从发达和发展中经济体的客户角度分析了IMC的先例和后果。结果表明，在这两个经济体中，以客户为导向而不是技术导向对IMC产生了积极影响，并间接地影响了购买后行为。跨经济差异也很明显，特别是在发展中经济体中，IMC对购买后评估和行为的积极影响更强。但是，在发达经济体中，客户满意度更强烈地中介了IMC与购买后行为（口碑和回购意向）之间的关系。