Luxton et al 2005 Flashcards by Stina Bakken | Brainscape

Q

A firms IMC capability has a direct and positive effect on a brands communication campaign effectiveness

A

Støttet

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Q

A firms IMC capability has a direct positive effect on a brands market-based performance

A

Støttet

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Q

Campaign effectiveness has a direct positive effect on a brand`s market performance

A

Støttet

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Q

Campaign effectiveness has a positive effect on a brand`s financial performance

A

Ikke støttet

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Q

A brand`s market performance has a direct positive effect on its financial performance

A

Støttet

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