Navarro, Angeles; Sicilia, Maria; Delgado‐Ballester, Elena - In: EuroMed Journal of Business 4 (2009) 3, pp. 223-236
Purpose – The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a...