Delgado‐Ballester, Elena; Navarro, Angeles; Sicilia, … - In: European Journal of Marketing 46 (2012) 1/2, pp. 31-51
Purpose – From an integrated marketing communications perspective, this study aims to analyse what level of consistency … unfamiliar brand) and consistency among messages (high vs moderate) were manipulated to test a set of hypotheses. Findings … – Results show that the effectiveness of consistency among messages depends on brand familiarity. For familiar brands moderately …