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How can perceived consistency in marketing communications influence customer–brand relationship outcomes?

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  • Šerić, Maja
  • Ozretić-Došen, Đurđana
  • Škare, Vatroslav

Abstract

This paper examines the impact of perceived consistency in marketing communications on customer–brand relationship outcomes. The perception of consistent message and image through different marketing communication tools is one of the basic principles of the integrated marketing communications (IMC) approach. Although literature suggests that IMC might have an influence on customer–brand relationship outcomes, empirical evidence that supports this assumption is still weak and inconclusive. Three main brand relationship outcomes are established for the purpose of the study, i.e. trust, commitment, and loyalty. The relationships between perceived communication consistency and brand outcomes are examined in a hospitality context on a sample of 452 respondents who had to evaluate fast-food brands. Structural Equation Modelling was employed as the main technique for data analysis using Partial Least Squares (PLS). Results reveal that communication consistency has a strong direct impact on brand trust and brand loyalty. Although its influence on affective brand commitment is found to be positive, it is not statistically significant. The interrelationship between three brand relationship outcomes is also corroborated. The study contributes to our understanding of the role of IMC in the relationship marketing paradigm and provides deeper insights into the impact of communication consistency on different relationship outcomes with fast-food brands.

Suggested Citation

  • Šerić, Maja & Ozretić-Došen, Đurđana & Škare, Vatroslav, 2020. "How can perceived consistency in marketing communications influence customer–brand relationship outcomes?," European Management Journal, Elsevier, vol. 38(2), pages 335-343.
    • Handle: RePEc:eee:eurman:v:38:y:2020:i:2:p:335-343
    DOI: 10.1016/j.emj.2019.08.011
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    References listed on IDEAS

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    Cited by:

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    2. Myra Sader & Barthélemy Chollet & Sébastien Brion & Olivier Trendel, 2021. "Supported, detached, or marginalized? The ambivalent role of social capital on stress at work," Post-Print hal-03167159, HAL.
    3. Takumi Kato, 2021. "Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 671-684, November.
    4. Cheng-Feng Cheng & Chien-Che Huang & Ming-Chang Lin & Ta-Cheng Chen, 2023. "Exploring Effectiveness of Relationship Marketing on Artificial Intelligence Adopting Intention," SAGE Open, , vol. 13(4), pages 21582440231, December.

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