{"id":"https://openalex.org/W1502065652","doi":null,"title":"INTEGRATED MARKETING COMMUNICATIONS AND CONSUMERS PATRONAGE OF NIGERIAN BEVERAGE PRODUCTS","display_name":"INTEGRATED MARKETING COMMUNICATIONS AND CONSUMERS PATRONAGE OF NIGERIAN BEVERAGE PRODUCTS","publication_year":2009,"publication_date":"2009-06-01","ids":{"openalex":"https://openalex.org/W1502065652","mag":"1502065652"},"language":"en","primary_location":{"id":"pmh:oai:eprints.covenantuniversity.edu.ng:7836","doi":null,"is_oa":false,"landing_page_url":"http://eprints.covenantuniversity.edu.ng/7836/1/CU03GP0024%20-%20Kehinde%20Oladele%20Joseph.pdf","pdf_url":"http://eprints.covenantuniversity.edu.ng/7836/1/CU03GP0024%20-%20Kehinde%20Oladele%20Joseph.pdf","source":{"id":"https://openalex.org/S4306400995","display_name":"Covenant University Repository (Covenant University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I186771145","host_organization_name":"Covenant University","host_organization_lineage":["https://openalex.org/I186771145"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"acceptedVersion","is_accepted":true,"is_published":false,"raw_source_name":null,"raw_type":"Thesis"},"volume":null,"type":"dissertation","indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5110839992","display_name":"Oladele Kehinde","orcid":"https://orcid.org/0000-0002-2118-1715","observed_orcids":["https://orcid.org/0000-0002-2118-1715"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Oladele Kehinde","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5110839992"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":7,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.0012000000569969416,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.00039999998989515007,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/integrated-marketing-communication","display_name":"integrated marketing communication","score":0.972000002861023},{"id":"https://openalex.org/keywords/customer-patronage","display_name":"customer patronage","score":0.9919999837875366},{"id":"https://openalex.org/keywords/beverages","display_name":"beverages","score":0.9440000057220459},{"id":"https://openalex.org/keywords/customer-relationships","display_name":"customer relationships","score":0.7770000100135803},{"id":"https://openalex.org/keywords/brand-value","display_name":"brand value","score":0.7139999866485596},{"id":"https://openalex.org/keywords/media-coordination","display_name":"media coordination","score":0.6639999747276306},{"id":"https://openalex.org/keywords/consumer-perception","display_name":"consumer perception","score":0.3070000112056732}],"concepts":[{"id":"https://openalex.org/C106906290","wikidata":"https://www.wikidata.org/wiki/Q1140909","display_name":"Cronbach's alpha","level":3,"score":0.7420168519020081},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.714472770690918},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.6658172607421875},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5919649004936218},{"id":"https://openalex.org/C33191230","wikidata":"https://www.wikidata.org/wiki/Q3737383","display_name":"Face validity","level":3,"score":0.5333611369132996},{"id":"https://openalex.org/C43214815","wikidata":"https://www.wikidata.org/wiki/Q7310987","display_name":"Reliability (semiconductor)","level":3,"score":0.5243858695030212},{"id":"https://openalex.org/C2777267654","wikidata":"https://www.wikidata.org/wiki/Q3519023","display_name":"Test (biology)","level":2,"score":0.508098840713501},{"id":"https://openalex.org/C73528240","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Integrated marketing communications","level":4,"score":0.48636749386787415},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.44409996271133423},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3314531445503235},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.3130892813205719},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.23212957382202148},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.17845967411994934},{"id":"https://openalex.org/C105795698","wikidata":"https://www.wikidata.org/wiki/Q12483","display_name":"Statistics","level":1,"score":0.10505124926567078},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.0},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0},{"id":"https://openalex.org/C171606756","wikidata":"https://www.wikidata.org/wiki/Q506132","display_name":"Psychometrics","level":2,"score":0.0},{"id":"https://openalex.org/C62520636","wikidata":"https://www.wikidata.org/wiki/Q944","display_name":"Quantum mechanics","level":1,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C163258240","wikidata":"https://www.wikidata.org/wiki/Q25342","display_name":"Power (physics)","level":2,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:eprints.covenantuniversity.edu.ng:7836","doi":null,"is_oa":false,"landing_page_url":"http://eprints.covenantuniversity.edu.ng/7836/1/CU03GP0024%20-%20Kehinde%20Oladele%20Joseph.pdf","pdf_url":"http://eprints.covenantuniversity.edu.ng/7836/1/CU03GP0024%20-%20Kehinde%20Oladele%20Joseph.pdf","source":{"id":"https://openalex.org/S4306400995","display_name":"Covenant University Repository (Covenant University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I186771145","host_organization_name":"Covenant University","host_organization_lineage":["https://openalex.org/I186771145"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"acceptedVersion","is_accepted":true,"is_published":false,"raw_source_name":null,"raw_type":"Thesis"},{"id":"mag:1502065652","doi":null,"is_oa":false,"landing_page_url":"http://eprints.covenantuniversity.edu.ng/7836/","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":101,"referenced_works":["https://openalex.org/W167111318","https://openalex.org/W172813548","https://openalex.org/W254744174","https://openalex.org/W297259703","https://openalex.org/W581738228","https://openalex.org/W589044228","https://openalex.org/W607426395","https://openalex.org/W620882401","https://openalex.org/W626609860","https://openalex.org/W631358051","https://openalex.org/W654522647","https://openalex.org/W656527628","https://openalex.org/W657696870","https://openalex.org/W796078656","https://openalex.org/W842253965","https://openalex.org/W1491359407","https://openalex.org/W1494942473","https://openalex.org/W1507842546","https://openalex.org/W1518732532","https://openalex.org/W1524330738","https://openalex.org/W1527311855","https://openalex.org/W1533290110","https://openalex.org/W1546514691","https://openalex.org/W1557601470","https://openalex.org/W1558373857","https://openalex.org/W1559125857","https://openalex.org/W1587043211","https://openalex.org/W1596933750","https://openalex.org/W1597572790","https://openalex.org/W1605991455","https://openalex.org/W1608170983","https://openalex.org/W1843736915","https://openalex.org/W1875187627","https://openalex.org/W1937155619","https://openalex.org/W1964415743","https://openalex.org/W1976665515","https://openalex.org/W1983518457","https://openalex.org/W1986351663","https://openalex.org/W1986454874","https://openalex.org/W1989370732","https://openalex.org/W1990081677","https://openalex.org/W1990513740","https://openalex.org/W1995700272","https://openalex.org/W1995863820","https://openalex.org/W1999184524","https://openalex.org/W2007579508","https://openalex.org/W2008444534","https://openalex.org/W2009401360","https://openalex.org/W2009416401","https://openalex.org/W2010805752","https://openalex.org/W2012958166","https://openalex.org/W2015213669","https://openalex.org/W2017386481","https://openalex.org/W2020584686","https://openalex.org/W2021895867","https://openalex.org/W2049406178","https://openalex.org/W2054634678","https://openalex.org/W2055524162","https://openalex.org/W2066956721","https://openalex.org/W2072733534","https://openalex.org/W2072887321","https://openalex.org/W2073410274","https://openalex.org/W2079223124","https://openalex.org/W2088788330","https://openalex.org/W2089906390","https://openalex.org/W2090555719","https://openalex.org/W2093349432","https://openalex.org/W2097829847","https://openalex.org/W2106895836","https://openalex.org/W2111853232","https://openalex.org/W2127677360","https://openalex.org/W2127999607","https://openalex.org/W2128658874","https://openalex.org/W2137247419","https://openalex.org/W2143983934","https://openalex.org/W2148744713","https://openalex.org/W2151540432","https://openalex.org/W2151855119","https://openalex.org/W2168203853","https://openalex.org/W2170168272","https://openalex.org/W2172592104","https://openalex.org/W2183771340","https://openalex.org/W2185057061","https://openalex.org/W2185708119","https://openalex.org/W2243978914","https://openalex.org/W2261534667","https://openalex.org/W2290638866","https://openalex.org/W2292533170","https://openalex.org/W2308228921","https://openalex.org/W2320870667","https://openalex.org/W2340725249","https://openalex.org/W2413474921","https://openalex.org/W2463391193","https://openalex.org/W2473738877","https://openalex.org/W2582377764","https://openalex.org/W2595576196","https://openalex.org/W2782878764","https://openalex.org/W2970567352","https://openalex.org/W3130903892","https://openalex.org/W3142563211","https://openalex.org/W3214833809"],"related_works":["https://openalex.org/W4289755894","https://openalex.org/W7221164672","https://openalex.org/W7172092861","https://openalex.org/W2287611416","https://openalex.org/W4389875713","https://openalex.org/W2244241021","https://openalex.org/W7061214105","https://openalex.org/W3154993908","https://openalex.org/W7217934257","https://openalex.org/W2183723132"],"abstract_inverted_index":{"The":[0,35,54,186,203],"need":[1],"for":[2],"an":[3],"organization":[4],"to":[5,12,30,62,256],"properly":[6],"coordinate":[7],"its":[8,23,248,313,321],"marketing":[9,45,130,152,264,283,297],"communications":[10,77],"strategies":[11],"achieve":[13],"a":[14,104,110,126,135,175],"clear,":[15],"consistent":[16],"and":[17,22,69,114,141,157,182,195,208,225,262,300,308,324],"competitive":[18],"message":[19],"about":[20,89],"itself":[21],"product":[24,105],"has":[25],"become":[26],"issue":[27],"of":[28,43,50,56,67,72,85,100,120,129,159,167,172,192,198,206,211,243,279,282,296,320],"concern":[29],"every":[31],"result":[32,187],"driven":[33],"firm.":[34],"study":[36],"is":[37,292],"aimed":[38],"at":[39],"examining":[40],"the":[41,65,70,83,160,163,216,218,237,241,293,301,310,318],"impact":[42],"integrated":[44],"communication":[46,153,265,284,298],"on":[47],"consumers\u2019":[48],"patronage":[49],"Nigerian":[51,75],"beverage":[52,76,155],"products.":[53],"objectives":[55],"this":[57,173,199],"research":[58,133],"among":[59,145],"others":[60],"are":[61],"(i)":[63],"establish":[64],"level":[66],"understanding":[68],"use":[71,84,99,242],"IMC":[73,86,101,121,244],"by":[74],"institutions.":[78],"(ii)":[79],"Find":[80],"out":[81,179],"whether":[82,117],"can":[87,102,123],"bring":[88,246],"profitable":[90],"long":[91,268],"term":[92,269],"customer":[93],"relationship":[94],"(iii)":[95],"determine":[96],"if":[97],"optimal":[98],"make":[103],"compete":[106],"effectively":[107],"thereby":[108],"recording":[109],"good":[111],"consumers":[112,158],"patronage,":[113,274],"(iv)":[115],"ascertain":[116],"proper":[118],"implementation":[119,278],"programmes":[122],"help":[124,309],"reduce":[125],"firm\u2019":[127],"cost":[128,259],"communications.":[131],"This":[132],"adopted":[134],"survey":[136],"method":[137],"with":[138],"four":[139],"hypotheses":[140],"structured":[142],"questionnaires":[143],"distributed":[144],"sampled":[146],"respondents,":[147],"which":[148],"include":[149,258],"those":[150],"from":[151],"organizations,":[154],"producers":[156],"products":[161],"in":[162,317],"South":[164],"Western":[165],"part":[166],"Nigeria.":[168],"To":[169],"ensure":[170],"reliability":[171],"instrument,":[174],"test-retest":[176],"was":[177],"carried":[178],"within":[180],"one":[181],"half":[183],"month":[184],"interval.":[185],"yielded":[188],"0.88and":[189],"Cronbach":[190],"alpha":[191],"0.76.The":[193],"face":[194],"content":[196],"validity":[197,205,210],"instrument":[200],"were":[201],"ensured.":[202],"divergent":[204],"\u20130.62":[207],"convergent":[209],"0.82were":[212],"revealed.":[213],"In":[214],"analyzing":[215],"data,":[217],"researcher":[219],"used":[220],"suitable":[221],"test":[222],"statistics,":[223],"correlation":[224],"Kruskal":[226],"Wallis":[227],"one-way":[228],"analysis":[229],"where":[230],"appropriate.":[231],"Findings":[232],"show":[233],"that":[234,240,303],"respondents":[235],"appreciate":[236],"inherent":[238],"benefits":[239,254],"will":[245,304],"over":[247],"non-use":[249],"(the":[250],"traditional":[251],"approach).":[252],"Such":[253],"according":[255],"findings":[257],"savings;":[260],"effective":[261],"efficient":[263,306],"messages,":[266],"sustained":[267],"client-customer":[270],"relationships,":[271],"better":[272,289],"consumer":[273],"amongst":[275],"others.":[276],"Mere":[277],"different":[280],"combination":[281],"tools":[285,299],"together":[286],"cannot":[287],"guarantee":[288],"results,":[290],"it":[291],"strategic":[294],"coordination":[295],"media":[302],"facilitate":[305],"results":[307],"company":[311],"influence":[312],"perceived":[314],"brand":[315],"value":[316],"eyes":[319],"esteemed":[322],"customers":[323],"other":[325],"stakeholders.":[326]},"counts_by_year":[{"year":2021,"cited_by_count":2},{"year":2019,"cited_by_count":1},{"year":2018,"cited_by_count":3},{"year":2014,"cited_by_count":1}],"updated_date":"2026-10-13T10:08:12.033832","created_date":"2016-06-24T00:00:00"}