The Role of Integrated Marketing Communication in Consumer Loyalty and Brand Competitiveness

Caique dos Santos; Gisleine do Carmo

DOI: 10.22167/2675-6528-202602753

Article derived from a Final Course Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Abstract

Integrated Marketing Communication (IMC) has established itself as a strategic tool for organizational development, aiming to align all forms of communication to reach the target consumer effectively and consistently. The study analyzed the role of IMC in the relationship between a soft drink brand and its consumers, considering its effects on loyalty, operational performance, and company competitiveness. Data collection occurred through a field survey with 105 inhabitants of the city of São Paulo. A structured questionnaire was used to investigate the perception of the influence of marketing strategies on the purchase decision and loyalty to the soft drink brand. The results indicated that IMC represents a strategic differential in competitive markets, such as the soft drink market. The analyzed brand successfully applied communication consistency, ensuring the recognition of visual identity and messages across multiple channels. It was concluded that the implementation of IMC favored consumer loyalty and contributed to the brand’s sustainability in the market. The study reinforced the understanding of IMC as an intangible asset that hinders the entry of new competitors.

Keywords: Alignment; Marketing strategies; Planning; Target audience; Relationship.

1. Introduction

Building a solid relationship between a brand and its customers depends on the development of good products, affordable prices, and wide availability. However, this alone is not enough: it is essential to know how to communicate with the target audience (Meha et al., 2022). Amidst the great competition existing today in the market, in which products present fewer and fewer competitive differentials, establishing a bond with the consumer becomes essential to guarantee their loyalty to the brand (Blakeman, 2024).

In this context, Integrated Marketing Communication (IMC) emerges as a strategic business process, whose objective is to plan, develop, execute, measure, and evaluate a brand’s communication programs over time (Wu et al., 2022). The concept of IMC was developed in the late 1980s and consists of delivering consistent and relevant messages about a brand to both the target consumer and potential customers, with the aim of directly influencing purchasing behavior and building lasting relationships.

This strategy aims to unify all channels and messages of an organization into a “single voice” to build a strong emotional connection with consumers (Luck et al., 2020). Unlike traditional marketing communication, based on the theory of the 4 P’s (product, price, place, and promotion) and product centrality, IMC promotes a paradigm shift by positioning the consumer as the central axis of organizational strategies. This new focus gave rise to the theory of the 5 R’s (relevance, receptivity, responsiveness, relationship, and recognition) which emphasizes the need to build lasting bonds with customers and value their perceptions (Wu et al., 2022).

The messages used in IMC campaigns are tailor-made, according to the needs, desires, and lifestyle of the target audience. The objective is to impact the consumer with a specially crafted message, in order to create a lasting relationship and develop brand loyalty that sustains recurrent consumption. The strategic targeting of communication to an audience that is known to be interested in the product, through preferred channels and formats, optimizes exposure frequency and significantly expands the effectiveness of conversion rates (Rocha et al., 2025). Although capturing loyal customers requires a high initial investment, IMC allows for the reduction of recurring marketing expenses since consumers consider the brand their only choice (Blakeman, 2024).

CIM management uses various elements to meet customer needs and stimulate them to action, employing a combination of techniques for superior results (Luck et al., 2020). With the rise of the digital age, there is a tendency for investments to shift from traditional advertising (mass communication in newspapers, magazines, television, and radio) to the digital environment, where digital marketing and social media promote direct interaction and content experiences. Allied with these practices, sales promotion has the function of stimulating quick consumer action (Luck et al., 2020).

Despite being widely debated, there is still no consensus on the definition and scope of IMC. While proponents see it as an updated concept, skeptics consider it a mere passing fad without substance (Wu et al., 2022). The effectiveness of IMC depends on its adoption as a corporate philosophy, not just as an additional communication effort (Blakeman, 2024). In this sense, the theoretical fragmentation of this topic limits practical advances, demanding research that integrates conceptual models with empirical evidence to unify the scope of the area, especially in the face of the complexity of new digital environments mediated by artificial intelligence (Qi et al., 2025). IMC is a fundamental strategic differentiator in highly competitive markets with low physical differentiation, such as the soft drink sector.

This study seeks to contribute to the literature by connecting communication strategies to practical business outcomes, aiding in bridging the gap between conceptual models and empirical tests on the subject. Furthermore, the research aims to broaden the understanding of the impact of IMC in high-frequency markets, characterized by low physical differentiation and high recurrence, such as the soft drink sector, reinforcing the conception of IMC as a competitive advantage and market barrier. Thus, the objective of this work is to analyze the role of IMC in the relationship between a soft drink brand and its consumers, considering its effects on customer loyalty, operational performance, and company competitiveness.

2. Material and Methods

This study was configured as a descriptive research in terms of its objectives and a quantitative approach for problem treatment. The descriptive research had as its primary purpose the description of the characteristics of a given population or phenomenon, or the identification of possible relationships between variables, providing a detailed overview of the object of study (Gil, 2022). The quantitative approach, in turn, was employed as a means to test cause-and-effect assumptions, examining the relationship between variables in a structured and measurable way, using research strategies such as survey research, known as surveys (Creswell et al., 2021).

The unit of empirical analysis consisted of a large organization, recognized as a global leader in the non-alcoholic beverage sector. This company has a high brand recall rate and a vast presence across various distribution channels, operating in over 200 countries through partnerships with bottlers responsible for production and distribution. Its portfolio is diversified, including soft drinks, juices, waters, teas, and sports drinks, and the brand stands out for its strong investment in marketing and global presence. For the purposes of this study, the focus of the analysis fell specifically on its main product in the soft drink segment, which is widely recognized and representative of the company’s identity.

Data collection was carried out through an online field survey, covering 105 inhabitants of the city of São Paulo, the capital. The reference population for the study was that of the city of São Paulo, which, according to the 2022 Demographic Census of IBGE (IBGE, 2024), has 11,451,999 inhabitants. The sampling was defined by convenience, seeking voluntary adherence of participants without the imposition of restrictive inclusion criteria. This method resulted in a total of 105 valid responses, and, being non-probabilistic, the results reflect the characteristics of the contact networks and the digital reach of the dissemination channels used.

The data collection instrument was a structured questionnaire, developed from the specialized literature on integrated marketing communication, based on the studies by Osere et al. (2021) and Laroussi (2020). The questions were designed to investigate participants’ perception of the influence of marketing strategies on the final purchase decision of soft drinks and brand loyalty (Blazheska et al., 2021). The questionnaire consisted of 17 closed-ended questions and 3 open-ended questions, totaling 20 questions, and was divided into three distinct sections: the first for sample characterization, the second for target audience distinction (soft drink consumers), and the third to address the perception of integrated marketing communication of the analyzed soft drink brand.

For the construction and application of the questionnaire, the Google Forms platform was used, where the instrument was structured and made available through a public access link. The dissemination of this link was carried out by sharing in random groups on the WhatsApp application and in the Stories feature of the Instagram social network, both linked to the principal investigator, so that anyone could respond. The form remained open for responses during the period from May to June 2025, and the link was shared weekly on the same channels. Upon accessing the link, participants were directed to a Google Forms page with a brief explanation about the research, data protection, and anonymity. To ensure the total confidentiality of the participants, the system was configured not to collect emails or any data that would allow the identification of the respondents, in accordance with the guidelines of the General Data Protection Law (LGPD) – Law No. 13,709/2018.

The collected data were exported directly from the Google Forms platform in a spreadsheet format (Microsoft Excel), which allowed for the systematic organization of responses into a unified database. Data analysis followed a predominantly quantitative approach, based on descriptive statistics, with the calculation of frequencies and means for closed-ended questions. The three open-ended questions, in turn, served as an interpretive complement, with the aim of highlighting participants’ opinions and understanding in more detail the impact of integrated marketing communication strategies on each of their behaviors, without, however, presenting empirical findings in this section.

3. Results and Discussion

Integrated Marketing Communication (IMC) has been consolidated as a strategic differentiator in highly competitive markets, and the results of this research corroborate this perspective by analyzing its role in the relationship between a soft drink brand and its consumers. The study sought to understand the effects of IMC on the company’s loyalty, operational performance, and competitiveness, using a field survey with 105 inhabitants of São Paulo. The findings reveal the brand’s effectiveness in employing communicational consistency, ensuring the recognition of identity and messages across multiple channels, which favors loyalty and market sustainability.

The results and their respective discussion were organized into thematic blocks, structured from the questions of the applied questionnaire. This approach aims to facilitate data comprehension, grouping questions by content affinity rather than sequential application order. Initially, the respondents’ profile was outlined, followed by the analysis of soft drink consumption behavior and habits. Subsequently, the use of and exposure to communication channels, the influence of communication on consumption, brand communication perception, and, finally, the benefits, challenges, and consistency of campaigns, as well as the feelings and representativeness associated with the brand were explored.

Respondent Profile

The sample of 105 voluntary respondents showed a majority distribution of women, corresponding to 63% (n = 66) of the total, while men represented 37% (n = 39). Regarding the age group, there was a predominance of individuals between 36 and 50 years old, a group that represents 59% (n = 62) of the studied sample. The remaining participants were distributed across other age categories, with lower representation in the younger and older age groups, showing a profile of mature adult audience.

This profile diverges from the national pattern of regular consumption of sugary drinks, which, according to the Vigitel Brazil 2006-2024 report (Brazil, 2025), is predominantly young (18 to 24 years old) and male. The difference can be attributed to the convenience sampling, which reflects the characteristics of the contact networks and the digital reach of the dissemination channels used. Although the data present a specific recorte, they are relevant for understanding the consumption behavior of a demographic stratum significant for the market (Gil, 2022).

Behavior and consumption habits of soft drinks

The research revealed that the majority of participants consume soft drinks, with 76% (n = 80) reporting this habit. The predominant consumption frequency is rare, with 47% (n = 49) of respondents, or weekly, with 31% (n = 33). Regarding the studied brand, 74% (n = 78) of participants declared themselves consumers. These results are in line with the thesis of Dai (2021), who analyzed marketing strategies for soft drink brands.

The growing awareness regarding health has driven the search for healthier, lower-sugar beverages, which can be perceived as a threat to the soft drink industry. However, this trend also represents a competitive opportunity for brands seeking to innovate and develop products with functional benefits, such as teas that aid in disease prevention or in strengthening the immune system, thus expanding their market share (Dai, 2021).

In this context, brand positioning, driven by IMC, is crucial. A study by Osere et al. (2021) demonstrated that IMC is a determinant for consumer preference, even surpassing product sensory characteristics such as packaging and flavors. In blind tests, only 40% of participants correctly identified the brands, suggesting that purchasing decisions are more influenced by positioning and prior brand knowledge than by taste. This indicates that consolidated IMC strategies can facilitate the introduction of new portfolios, including healthy products, by established brands.

Despite the strong brand presence, direct engagement with it on social media was declared by only 7% (n = 7) of respondents. This data points to a challenge in the use of [IMC], as the strategic delivery of consistent messages through the most effective channels for the target audience is one of its fundamental premises. If a large part of consumers is in the digital environment, low engagement may indicate suboptimal use of this channel (Blakeman, 2023).

However, Luck et al. (2020) argue that IMC is a mix of elements that, together, achieve marketing objectives. For established consumer brands, the focus of communication often shifts from seeking new followers to maintaining brand prominence through mass advertising and constant digital presence, aiming to reinforce brand image and recall, rather than just acquiring new followers.

Use and Exposure to Communication Channels

When asked about the most used communication channel in daily life, 98% (n = 103) of participants indicated digital media, including websites, emails, and social networks. In contrast, only 2% (n = 2) of the sample prefer mass media, such as broadcast TV, radio, and print media. The studied brand maintains a robust presence in both digital channels and mass media, in addition to sponsoring major global events and acting aggressively in trade marketing, prioritizing the consumer experience through an omnichannel strategy that integrates the physical and digital worlds.

These results reflect the new communication structure that predominates in the 21st century, driven by technological advancements. In the past, mass media were considered the most appropriate channels for product dissemination, despite the unpredictability regarding the target audience (Theodora, 2021). However, the exponential growth of social media users has led companies to recognize the importance of direct dialogue with consumers, transforming not only consumption interactions but the very logic of market management (Wu et al., 2022).

The analysis of the most viewed brand communication channels by participants revealed that mass media, such as free-to-air TV, radio, and print media, were the most perceived, with 49% (n = 51) of responses. Next, digital ads, websites, emails, street clocks, and banners accounted for 24% (n = 25) of views. Sales promotions at points of sale were noted by 19% (n = 20) of respondents, while personalized marketing and digital influencer marketing obtained 5% (n = 5) and 4% (n = 4), respectively.

The predominance of conventional media, such as TV, radio, and print media, is justified by their being fundamental tools for reaching large audiences and building brand awareness, according to Chauhan et al. (2020). Leading soft drink brands have used mass media for decades to maintain a global competitive position, allowing the public to view advertisements anywhere and at any time, without the need for active search effort (Dai, 2021). Digital advertisements, websites, and emails, in turn, are growing tools in the communication mix to establish authority and provide detailed information (Chauhan et al., 2020).

Point-of-sale promotions, which represented the third most viewed channel, are effective strategies to encourage impulsive buying, “pushing” the consumer towards product choice at the exact moment of purchase (Englund et al., 2020). This type of strategy focuses on conversion and loyalty, creating, together with the other channels, an end-to-end communication system focused on satisfaction and brand value (Rehman et al., 2022). The combination of these channels demonstrates the breadth of the brand’s IMC strategy.

When asked about viewing brand advertisements on more than one communication channel, 82% (n = 86) of respondents reported having seen brand advertising in multiple media. This data demonstrates high effectiveness in the cross-platform exposure strategy, reflecting CIM’s success in coordinating activities across various channels to maximize exposure effect and brand influence (Englund et al., 2020; Blazheska et al., 2021). This result indicates that the brand successfully uses synergy between traditional and digital media, reinforcing the message at different points in the consumer journey, which facilitates brand recall and builds a unique identity (Laroussi, 2020).

On the other hand, the 18% (n = 19) of negative responses can be explained by potential failures in visual and verbal coherence that prevent the consumer from connecting ads from different platforms to the same campaign (Gao et al., 2020). IMC seeks to mitigate these inconsistencies, but the complexity of the multichannel environment can pose challenges. The general perception, however, is of a successful communication strategy in terms of reach and recognition.

Influence of communication on consumption

When questioned about the influence of companies’ communication and marketing on their consumption of products and services, 64% (n = 67) of respondents confirmed this influence. A portion of 28% (n = 30) indicated that there “might” be an influence, while 8% (n = 8) stated there was not. This rate of positive responses confirms that communication and marketing play a fundamental role in influencing consumer behavior, acting as a strategic process to transmit persuasive and coordinated messages that directly affect purchasing decisions (Osere et al., 2021).

This influence is explained by the effectiveness of IMC in building brand awareness and a positive image in the minds of customers, creating triggers that facilitate product choice at the time of consumption (Laroussi, 2020; Theodora, 2021). Participants who answered “maybe” reflect the reality of a modern consumer who is no longer a passive receiver, but an active agent who judiciously selects the information they wish to receive, being influenced only when there is an authentic emotional connection or when the offer meets their specific needs.

Negative responses, in turn, may indicate consumers who base their decisions exclusively on the intrinsic utility and direct satisfaction obtained from product use. These individuals tend to acquire brand items even in the absence of advertising, or may simply opt for whatever is available at the moment, whether from the brand in question or from the competition (Osere et al., 2021). Furthermore, noise in communication can cause the consumer to become distracted and miss the main points of the message, nullifying the effect of marketing (Meha et al., 2022).

Brand communication perception

The general perception of the brand communication revealed that 46% (n = 48) of participants find it attractive. However, 27% (n = 28) expressed indifference, and 13% (n = 14) reported seeing little brand advertising. Another 10% (n = 10) described it as repetitive. A small portion of 1% (n = 1) for each of the following categories: confusing, innovative, I don’t observe, I don’t feel the influence of advertising, and dangerous, the latter associating the product with health risks.

This perception of attractiveness reveals a successful application of the principles of IMC, whose objective is to use coordinated communication programs as tools of persuasion and brand appeal to attract and retain customers (Laroussi, 2020; Porcu et al., 2020). This result corroborates the study by Englund et al. (2020) on the application of IMC, which attested that brand attractiveness is enhanced by the use of affective or emotional appeals, rather than purely rational ones, a common strategy in major brands to influence preferences and consumption desire. Consistently repeated messages expose the customer to quality indicators and generate positive feelings towards the brand (Theodora, 2021).

However, the existence of 27% indifference and 10% perception of repetition signals challenges in maintaining engagement. Although repetition is necessary to reinforce identity, it can lead the consumer to stop noticing the brand’s presence if there is no variation and novelty in the content (Laroussi, 2020; Osere et al., 2021). Furthermore, the 1% response classifying the communication as “dangerous” due to health risks corroborates a global trend where increasingly health-conscious consumers demand healthier products with less sugar, which could make the decline in sales of carbonated soft drinks an irreversible process if the IMC strategy is not adapted (Dai, 2021).

Through an open-ended question, participants synthesized the main strength of brand communication in terms such as “happiness”, “union”, and “emotional connection”. The predominance of this affective appeal is the result of an IMC strategy that prioritizes the consumer experience and the construction of a solid brand identity, which generates a sustainable competitive advantage that is difficult for competitors to imitate (Jusuf, 2024). The terms “the brand itself” and “strong image” were also mentioned, reflecting the effectiveness of IMC’s one-voice dimension, where the consistency of visual components and messages ensures that the brand is instantly recognized (Porcu et al., 2020).

The absence of criticism or suggestions for change in 77% (n = 81) of the responses regarding possible areas for improvement in brand communication is a strong indicator of customer satisfaction and brand loyalty. In IMC, satisfaction is understood as the psychological state resulting from the harmony between expectations generated by communication and the actual consumption experience (Laroussi, 2020). The fact that the vast majority demonstrate satisfaction suggests that the brand manages to deliver a remarkable and consistent experience across all touchpoints, consolidating its market dominance through coordination that minimizes confusion and maximizes consumer trust (Jusuf, 2024; Chauhan et al., 2020).

Regarding the perception of brand message coherence across different channels, 41% (n = 43) of respondents stated that the brand conveys coherent messages most of the time, and 25% (n = 26) indicated that this always occurs. However, 33% (n = 35) declared they had never noticed the coherence, and 1% (n = 1) rarely perceived it. This data demonstrates a strong alignment with the fundamentals of Integrated Marketing Communication [IMC], successfully applying the “one voice” strategy, a fundamental premise for avoiding the fragmentation of the corporate image and strengthening the brand’s identity before the public (Laroussi, 2020; Porcu et al., 2020).

The consistency of visual and verbal content is not just an aesthetic choice, but a factor that has a direct and positive relationship with customer satisfaction, as clear messages facilitate the decision-making process and create expectations aligned with the product’s reality (Laroussi, 2020; Porcu et al., 2020). Although the perception of coherence is mostly positive, the 33% rate of consumers who “never noticed” the integration suggests the existence of gaps in multichannel management or in the intensity of presence at contact points (Gao et al., 2020).

IMC theory warns that if a company’s departments operate in isolated “silos,” messages lose their synergistic force, resulting in communications that do not effectively capture the audience’s attention (Chauhan et al., 2020; Meha et al., 2022). To convert this indifferent segment, the brand needs to ensure that integration occurs throughout the entire customer journey (pre-purchase, purchase, and post-purchase), ensuring that the consumer receives coordinated stimuli regardless of the channel used, whether it be TV, social media, or point of sale (Gao et al., 2020).

The integration of communication between different channels, such as TV, social media, and points of sale, was recognized as effective by 70% (n = 74) of respondents. This perception highlights the efficient application of the “one voice” dimension, which seeks to maintain a unique image and positioning through the clear delivery of coherent messages across all touchpoints. To justify their responses, participants used terms such as “speaking the same language” and “consistent visual identity.” These testimonials validate the first level of IMC integration proposed by Porcu et al. (2020), which is message consistency.

Furthermore, some respondents stated that “even before the brand name was presented in the advertisement” they already knew who it was. This report proves the brand’s effectiveness in building strong brand equity and global recognition through repetitive and harmonious visual elements (Gao et al., 2020). Despite this great positive perception, the 30% of negative responses and comments such as “I’ve never seen it on social media” or “I see it more on open TV” exemplify the challenge of multichannel management. The modern customer journey is complex, and the lack of perception on digital channels by a portion of the audience may indicate gaps in interactivity or segmented reach (Gao et al., 2020).

Benefits, Challenges, and Consistency of Campaigns

The main benefit of integrated brand communication, according to the participants, was the increase in brand recall, pointed out by 62% (n = 65) of respondents. Higher brand trust was mentioned by 12% (n = 13), and ease of understanding the communication was cited by 8% (n = 8). A portion of 18% (n = 19) of respondents stated they saw no specific benefits. This perception is aligned with the literature, in which IMC is pointed out as a determining factor for optimizing efforts and reaching consumers in a cohesive and impactful way (Chauhan et al., 2020; Jusuf, 2024).

The reinforcement of consistent messages through multiple channels facilitates information storage and retrieval in memory, creating a lasting impression that is essential for maintaining market leadership and brand awareness (Gao et al., 2020; Jusuf, 2024; Qi et al., 2025). Increased confidence and ease of understanding reflect the ability of IMC to provide synergy and clarity, factors that project a solid and reliable institutional image (Chauhan et al., 2020; Jusuf, 2024). Although a portion declares no benefits, the strategic implementation of IMC remains an indispensable requirement to ensure superior financial performance and a sustainable long-term competitive advantage (Meha et al., 2022).

The challenges of maintaining aligned communication across various channels were identified, with 56% (n = 59) of participants pointing to the need to adapt language to the audience of each channel. Avoiding contradictory messages was considered a challenge by 25% (n = 26) of respondents, while 19% (n = 20) highlighted the importance of maintaining visual consistency. In fact, IMC relies on planning that must necessarily start from the specific needs and preferences of each audience segment in their respective channels (Porcu et al., 2020; Rehman et al., 2022).

Different stakeholders demand distinct types of information, varying, for example, between the use of social networks for young people and in-person contacts for other groups. Thus, brands face the difficulty of personalizing the approach and maintaining engagement without diluting the brand identity (Gordon-Isasi et al., 2020). The second most perceived challenge by participants was the need to avoid contradictory messages, which refers to the risk of the brand transmitting conflicting tones of voice on different platforms, such as adopting a young and agile language on social networks, while maintaining an excessively bureaucratic and distant customer support.

This risk becomes high in scenarios of excessive departmentalization, which frequently generates fragmented communication flows, resulting in confusion and frustration for the consumer (Laroussi, 2020; Gao et al., 2020; Meha et al., 2022). Finally, maintaining visual consistency, although cited by a minority, is the basis of marketing integration. It ensures immediate brand recognition through the uniform use of names, logos, and colors, regardless of the channel, protecting the integrity of the consumer experience, which is a crucial factor given the rapid evolution of digital environments (Gao et al., 2020; Jusuf, 2024).

The perception of campaigns that deviate from the brand’s usual standard revealed that 56% (n = 59) of participants were unsure or had never noticed such dissonance. Additionally, 40% (n = 42) stated that all campaigns seem to follow the same pattern, indicating high consistency. Only 4% (n = 4) reported having seen something that did not align with the brand’s style. These findings highlight the organization’s effectiveness in maintaining communication coherence, one of the fundamental pillars of IMC (Gordon-Isasi et al., 2020).

This scenario reflects the practical application of the concept defined in the literature as “single voice,” in which the strategic coordination of all contact points aims to project a coherent identity (Porcu et al., 2020). This alignment is critical, as incongruence in the marketing mix can generate confusion and frustration for the consumer, harming the clarity of the value proposition (Jusuf, 2024). The low perception of non-standard campaigns suggests rigorous execution of brand guidelines, which contributes to strengthening its identity in the public’s memory and ensuring consumer confidence in the purchase decision (Gao et al., 2020).

According to Gao et al. (2020), brand-related information appears to be particularly important due to the need for choice confirmation in the post-purchase phase. Therefore, a consistent brand across different channels reduces purchase decision uncertainty and increases perceived choice accuracy, thus leading to greater customer satisfaction. Chauhan et al. (2020) further state that consistent messages embed brand values and symbols into people’s daily lives, transforming standardization into a sustainable competitive advantage that facilitates customer retention and the building of long-term relationships.

Brand Feelings and Representativeness

The feelings most associated with the brand communication were happiness, with 38% (n = 40) of responses, followed by fun, with 30% (n = 31). Nostalgia was mentioned by 26% (n = 27) of participants, and friendship by 7% (n = 7), evidencing a strong emotional connection. This predominance of positive and affective associations reflects the effectiveness in the use of emotional appeals within the IMC strategy, demonstrating that the brand manages to establish a connection that goes beyond product functionality (Englund et al., 2020).

Chauhan et al. (2020) highlight that brands that maintain consistency across various channels tend to build a strong emotional connection with their audience, going beyond the mere presentation of products to create deep bonds. Emotional appeal is a commonly used strategy to promote products and influence consumer demand, consumption, and preferences, often proving more effective than purely rational appeals (Englund et al., 2020). This affective connection provided by IMC is a central component of customer satisfaction, defined as a psychological state of pleasure or disappointment resulting from the consumption experience, and therefore, very important in establishing long-term loyalty ties (Laroussi, 2020).

Despite the positive feelings, only 17% (n = 18) of respondents feel “very” represented by the brand’s marketing campaigns. The expressive majority feel only “so-so” (49%; n = 51) or “not” represented (34%; n = 36). This data points to a critical challenge in the transition from the traditional model to an approach focused on consumer needs, perceptions, and behaviors. This new approach requires planning to be mandatorily based on consumer needs and realities (Porcu et al., 2020).

The gap in identifying the target audience, evidenced by low perception of representativeness, is an element that should guide all decisions about the form and content of messages (Blazheska et al., 2021). Qi et al. (2025) highlight that modern IMC should go beyond simple channel coordination, seeking hyper-personalization and alignment with consumer values and culture to strengthen brand engagement and trust, which appears to be an area for improvement for the brand analyzed.

In summary, the research ratifies Integrated Marketing Communication [IMC] as a strategic pillar in saturated markets, where the standardization of “one voice” ensures the recognition of organizational identity across various touchpoints. The data show that this integration drives brand recall and the construction of an emotional bond that evokes happiness and unity, going beyond functional consumption, which contributes to consumer loyalty and brand sustainability in the market. However, challenges such as the need to increase direct engagement in digital channels and improve representativeness in campaigns, in addition to adapting IMC to growing health concerns, demand continuous attention to maintain the brand’s long-term competitiveness and leadership.

4. Conclusion

This study sought to analyze the role of Integrated Marketing Communication (IMC) in the relationship between a soft drink brand and its consumers, investigating its effects on loyalty, operational performance, and company competitiveness. It was found that the analyzed brand successfully applied communication consistency, ensuring the recognition of visual identity and messages across multiple channels, from broadcast television to digital media. This integration boosted brand recall and the construction of an affective bond that evoked feelings of happiness and unity, going beyond functional consumption. The findings indicated that IMC represents a strategic differentiator in competitive markets, favoring consumer loyalty and contributing to the brand’s sustainability in the market, by acting as an intangible asset that hinders the entry of new competitors. The research contributes to the literature by connecting communication strategies to practical business results, filling the gap between conceptual models and empirical evidence, and expands the understanding of IMC’s impact in high-frequency and low-physical-differentiation sectors.

However, the research presented methodological limitations, such as the use of a non-probabilistic sample, the geographical scope restricted to the city of São Paulo, and the cross-sectional design, which prevent the generalization of data and the analysis of temporal evolution. Low direct consumer engagement in digital channels and a perception of low representativeness in campaigns were also observed, in addition to the growing concern with health that demands adaptation of Integrated Marketing Communication [IMC] to promote healthy product portfolios. It is suggested that future studies adopt probabilistic and comprehensive samples, investigate the impact of Integrated Marketing Communication [IMC] on loyalty through longitudinal studies, and explore the use of new technologies, such as artificial intelligence, to reverse low digital engagement. It is also recommended to conduct research focused on the brand’s transition to healthier product portfolios, aligning communication with new consumer demands.

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Article originating from the Final Course Work of the Specialization in Business Management of the MBA USP/Esalq

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