Integrated marketing communications and their influences on brand loyalty: A Thai perspective

This research aims to investigate the relationship between two elements of marketing communications - advertising and sales promotion, in relation to customer loyalty towards service providers in Thailand. This study also looks into addressing other factors that influence behavioural and attitudinal loyalty of Thai customers. This research is based on the premise that brand personality, brand image and brand awareness created by company advertising and sales promotions can shape consumer expectations, which in turn determine customer satisfaction. Secondary research finds that consumers are satisfied with a company which can fulfil its promises and meet their expectations towards provided services, eventually customer trust. Customers' value and trust then lead to attitudinal and behavioural loyalty.