Strategic consistent messages in cross-tool campaigns: effects on brand image and brand attitude

Abstract

The purpose of this paper is to analyse the synergistic effects derived from an integrated marketing communication (IMC) strategy following strategic consistency. We compare a strategic consistency-based communication campaign with a message repetition strategy. Specifically, we focus on the effects that IMC has on brand image, in terms of number and favourability of brand associations. On the basis of the theoretical postulates of the Information Integration Theory and the Elaboration Likelihood Model, we propose that a cross-tool campaign that makes use of consistent messages is more effective in building brand images than a repetition strategy in which the consumer is exposed to the same message twice. To explore this research question, we conducted an experimental study with a sample of 198 individuals, and two communication tools (advertising and sponsorship) whose messages have been integrated using a consistency criterion. The results suggest that, compared with a message repetition strategy, an integrated campaign leads to more positive effects on the number and favourability of brand associations as well as on brand attitude.