ABSTRACT

Integrated marketing communication (IMC) plays a key role in current marketing communications landscape and further empirical research is called for to examine customer perceived IMC. To fill this gap, this paper examines how customers perceive the IMC of two global brands (Coke and Pepsi). The aim is to shed light on the relationship between customer characteristics and the perceived level of marketing integration. Finite mixture models were applied to analyze the data and three types of customers were identified: ‘friends’, ‘strangers’, and ‘flighty’. For both brands, consumers in the ‘flighty’ segment have the highest level of customer perceived IMC, which might be owed to this segment’s exposure to a wider variety of media and communication messages. Managerial implications and future research directions are discussed.

摘要

整合营销传播 (IMC) 在当前的营销传播领域中发挥着关键作用，需要进一步的实证研究来检验客户感知的 IMC。为了填补这一空白，本文研究了客户如何看待两个全球品牌（可口可乐和百事可乐）的 IMC。目的是阐明客户特征与营销整合感知水平之间的关系。应用有限混合模型分析数据，确定了三种类型的客户：“朋友”、“陌生人”和“轻浮”。对于这两个品牌，“轻浮”细分市场的消费者具有最高水平的客户感知 IMC，这可能是由于该细分市场接触到更广泛的媒体和通信信息。讨论了管理影响和未来的研究方向。