THE VALUE OF BRAND COMMUNICATION, RELATIONSHIPS AND BEHAVIORAL INTENTIONS IN CROSS-BORDER TERRITORIAL SPACES: PROPOSED PRELIMINARY INSIGHTS

Abstract

The pandemic has made us more dependent on technology, increasing the importance of regions having infrastructure, good internet connections, and people acquiring digital skills. Companies have had to adapt their communication strategy and keep up with the transition to digital and market demands. Investment in marketing communications has become essential for companies to communicate their competitive advantages, and relationship marketing is key to keeping customers and building and managing sustainable relationships with stakeholders. Today's customers demand and want marketing communication to be authentic to maintain their relationship with companies. Communication is not just between the company and the customer but between customers and the company and between customers (customer - customer). From an exploratory and preliminary perspective, this study will investigate how important marketing communication is in building relationships and promoting consumer loyalty. We hope to learn about the marketing communication of companies with a history, located in the Euroregion of Northern Portugal and Galicia (ERNPG), and the influence of the relationship and behavioral intentions of consumers towards the company.