"Integration" in communication management: conceptual and methodological considerations

Article Abstract:

Issues concerning the use of empirical research to examine the idea of "integration" within the field of communication management are discussed. The development of systematic measures, which may be useful for further analysis, are described.

Integrated marketing communications

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New brands: near-instant loyalty

Article Abstract:

Issues concerning the examination of loyalty towards new brands are discussed. In 20 cases out of 23 examined an almost immediate loyalty was unexpectedly discovered and further empirical research is planned.

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Consumers' perception and misperception of market leadership and market pioneership

Article Abstract:

If consumers mistakenly believe that a particular product is the market leader then it will be preferred and evaluated as highly as if it was the market leader.

Science & research, Influence, Consumer preferences, Perception, Perception (Psychology)

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