Using Means-End Analysis to Test Integrated Marketing Communications Effects

John M. McGrath

16 citations0/0 files storedJournal of Promotion Management

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

This article describes a study testing key aspects of the Integrated Marketing Communications (IMC) concept, employing means-end analytical techniques. Although the hypothesized effects were not observed, the study is timely and ground-breaking because it contributes a new empirical approach to the IMC body of literature. It may also serve as a catalyst for additional research in the field.

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1973The nature of human values 1997The Psychology of Attitudes 1985Measuring the Involvement Construct 1986Communication and Persuasion 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1985Measuring Consumer Involvement Profiles 1982A Means-End Chain Model Based on Consumer Categorization Processes 2001Laddering theory, method, analysis, and interpretation.

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