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Author: search.filters.author.Butkouskaya, VeraStart date: 2020

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    The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction
    (Universidad ESAN. ESAN Ediciones, 2023-12-11) Butkouskaya, Vera; Oyner, Olga; Kazakov, Sergey
    Purpose: This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction). Design/methodology/approach: The customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia). Findings: The results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction. Research limitations/implications: The study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry. Practical implications: This research suggests that three components of IMC should be applied together towards enhancing the customer's positive post-purchase evaluation. Meanwhile, consistency enhances product and service satisfaction, interactive impacts satisfaction with the organization and connectivity with the retail service. Originality/value: The shift toward omnichannel marketing requires a broader perspective on communication integration. This research reports a novelty result of estimating the separate effect of each component of omnichannel IMC (consistency, interactivity and connectivity) on product and service satisfaction.
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    Sustainable marketing activities, event image, perceived value and tourists’ behavioral intentions in the sports tourism
    (Universidad ESAN. ESAN Ediciones, 2023-06-30) Wang, Junfeng; Butkouskaya, Vera
    Purpose: This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists’ behavioral intentions (TBIs) in the sports tourism context of the Beijing Winter Olympic Games. Additionally, the article discusses the role of event image and product perceived value in enhancing the SMAs’ effect on TBIs. Design/methodology/approach: The research analyzed 315 valid questionnaires from tourists in the Chinese market by structural equation modeling. Findings: The results indicate that SMAs positively impact sports tourism event image, tourists’ perceived commemorative product value and TBIs. Meanwhile, event image and product perceived value mediate the SMAs and TBIs relationship. Research limitations/implications: Considering SMAs as essential for sustainable development, this paper contributes to the strategic management discipline. Additionally, the research expands the analysis of event image and product perceived value in the brand theory and customer behavior research. Practical implications: The article outlines the principal value of SMAs implementation in enhancing behavioral intentions. It also reveals that a favorable event image and good perceived value can enhance SMAs’ effectiveness toward positively influencing TBIs, especially purchase intentions. It provides a new vision for nonprofit organizations to prioritize SMAs’ implementation in marketing strategies. Originality/value: It is pioneering work with a complex research framework for SMAs implementation in the sports tourism context.
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    The impact of customer performance on IMC outcomes: firm size moderation in the inter-country context
    (Universidad ESAN. ESAN Ediciones, 2021-12-19) Butkouskaya, Vera; Llonch-Andreu, Joan; Alarcón-del-Amo, María-del-Carmen
    Purpose. Taking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country context. Design/methodology/approach. The sample consists of the primary data from developed (Spain) and developing (Belarus) economies. A total of 540 manager respondents participated in the survey. The article uses structural equation modeling and multi-group analysis for analysis. Findings. When taking into consideration, customer performance affects the IMC outcome on the market and financial performance. The customer performance role varies in firms of various sizes and small- and medium -sized enterprises (SMEs) operating both in developed and developing economies. Research limitations/implications. The research underlines the significant role of customer performance in IMC implementation, which stimulates further investigation on the topic. It also closes the gap in the IMC outcomes analysis in SMEs operating in developed and developing economies. Practical implications. Customer evaluation plays a vital role in the IMC outcomes for market growth and financial returns. SMEs and larger companies implement IMC with different levels of effectiveness. SMEs with IMC implementation can gain an advantage over larger rivals and improve their market position. Moreover, the study generalizes the results by applying inter-country context. Originality/value. This is a pioneering study of the complex IMC outcomes model under firms' size moderate conditions. The research applies an inter-country context.