Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan-Reference-Cited by-同舟云学术

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Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan

Published:2024-09-04 Issue: Volume: Page:1-32
ISSN:0265-0487
Container-title:International Journal of Advertising
language:en
Short-container-title:International Journal of Advertising

Author:

Ahmad Ayaz¹,Salleh Salniza Md.²,a/l Permual Selvan²,Porcu Lucia³⁴,Ahmad Wisal⁵

Affiliation:

1. Department of Management Sciences, COMSATS University Islamabad, Wah Campus, Pakistan

2. School of Business Management, University Utara Malaysia, Sintok-Kedah, Malaysia

3. Department of Marketing, University of Granada, Spain

4. Instituto Andaluz de Investigación e Innovación en Turismo (IATUR, Spain)

5. Institute of Business Studies, Kohat University of Science & Technology, Pakistan

Publisher

Informa UK Limited

Link

https://www.tandfonline.com/doi/pdf/10.1080/02650487.2024.2398302

Reference159 articles.

1. Relating brandand customer perspectives on marketing management;Ambler T.;Journal of Service Research,2002

2. Ármannsdóttir, G. 2010. Marketing communications practices in SMES through a cultural lens. Iceland: A One Nation Perspective.

3. Estimating nonresponse bias in mail surveys;Armstrong J.S;Journal of Marketing Research,1977

4. Brand orientation: Past, present, and future;Baumgarth C.;Journal of Marketing Management,2013

5. Managing integrated marketing communication (IMC) through strategic decoupling: How luxury wine firms retain brand leadership while appearing to be wedded to the past;Beverland M.;Journal of Advertising,2005

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