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

Lucía Porcu · Salvador del Barrio‐García · Philip James Kitchen · Marwa E. Tourky

74 citations0/0 files storedJournal of Business Research

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Marketing and Advertising Strategies Organizational Management and Innovation Corporate Identity and Reputation

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.

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References

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