Author(s)

Wang Kun ¹

Affiliation(s)

¹ Wuhan Institute of Technology, Wuhan, Hubei 430070, China

Corresponding Author

Wang Kun

ABSTRACT

The ultimate battlefield of integrated marketing communication lies in the customer's mind, and the basis for customers to make purchase decisions is to judge the value of the brand. This paper establishes a purchase decision model based on customer value, and points out that customer identity value is the basis of customer purchase decision, and the size of customer identity value is determined by customer's cognitive value and emotional value. Integrated marketing communication is to establish customer loyalty by influencing customer psychology, improving brand cognitive value and brand emotional value.

KEYWORDS

Integrated marketing communication, Psychological model, Customer identification value, Cognitive value, Emotional value, Purchase decision

CITE THIS PAPER

Wang Kun. On the Psychological Function Mode of Integrated Marketing Communication. Adult and Higher Education (2021) 3: 9-12 DOI: http://dx.doi.org/10.23977/aduhe.2021.030203

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