The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance

Lucia Porcu, Salvador del Barrio-García, Philip J. Kitchen and Marwa Tourky

Journal of Business Research, 2020, vol. 119, issue C, 435-443

Abstract: This study aims to (i) demonstrate the influence of two types of corporate culture (CC), namely collaborative and controlling, on firm-wide integrated marketing communication (IMC) implementation; and (ii) examine the mediating role of IMC on the relationship between CC and brand performance (BP). Data were gathered via a self-administered online survey among senior managers of service businesses (n = 180) and analyzed via path analysis. Findings show that the adoption of a collaborative culture positively affects IMC, and to a greater extent than a controlling culture. It is also found that IMC exerts a beneficial effect on brand competitive advantage. A key contribution of this study lies in providing empirical evidence of the mediation of IMC in the relationship between CC and BP, thus suggesting that, in terms of the resource-based view (RBV), IMC contributes to fostering organizational capability to translate organizational cultural values into competitive advantage.

Keywords: Corporate culture; Integrated marketing communication; Firm-wide IMC; Competing values framework; Brand performance; Resource-based view (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:119:y:2020:i:c:p:435-443

DOI: 10.1016/j.jbusres.2019.10.049

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