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| Author: | Lee, D.H. Park, C.W. |
| Title: | Conceptualization and measurement of multidimensionality of integrated marketing communications |
| Journal: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 222-236 |
| Index terms: | marketing communication relationship marketing measurement models Asia Korea, South |
| Language: | eng |
| Abstract: | In this study, a 4-dimensional conceptualization of integrated marketing communications (IMC) is presented. The four dimensions include a newly identified dimension, relationship-fostering communications with existing customers. In addition, a comprehensive yet parsimonious 18-item scale measuring important activities of each of the four dimensions was empirically developed. The measurement instrument exhibits stable reliabilities and robust validity. |
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