Effects of Teamwork, Marketing in Media and Integrated Marketing Communication on Brand Happiness

Resumen

This study examines the impact of teamwork on brand happiness in the context of local and international brands. It further investigates the mediating role of marketing in media and the moderating effect of integrated marketing communication (IMC) to understand how these factors shape consumer perception across different brand types. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using Smart-PLS 4, with Multi-Group Analysis (MGA) to compare relationships across local and international brands. Data were collected from 133 respondents for local brands and 110 for international brands, using validated scales from past research. The measurement model was assessed for reliability and validity, while the structural model was tested through bootstrapping and multi-group comparisons. The findings indicate that teamwork significantly enhances brand happiness, with a stronger impact observed in international brands compared to local brands. Marketing in media partially mediates this relationship, reinforcing the role of media presence in shaping brand happiness. Integrated marketing communication (IMC) moderates the influence of marketing in media on brand happiness, further strengthening this effect. Multi-Group Analysis (MGA) results reveal significant differences between local and international brands, confirming that the impact of teamwork, marketing in media, and IMC varies across brand types. This study provides new insights into the differential impact of teamwork on brand happiness, highlighting the role of marketing in media and IMC. The findings offer practical implications for brand managersto refine marketing strategies and enhance consumer-brand relationships.