Inter-Country Customer-Perspective Analysis of Strategic Antecedents and Consequences for Post-Purchase Behaviour in Integrated Marketing Communications (IMC).

Journal of International Consumer Marketing. 2021. Vol. 33. No. 1. P. 68–83.

Butkovskaya V., Llonch-Andreu J., Alarcon-del-Amo M. C.

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.

Keywords: Strategic Orientation, customer-entered IMC, inter-country comparison, post-purchase behaviour