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

Porcu, L; del Barrio-García, S; Kitchen, PJ; Tourky, M

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.

Citation

Porcu, L., del Barrio-García, S., Kitchen, P., & Tourky, M. (2020). The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance. Journal of Business Research, 119, 435-443. https://doi.org/10.1016/j.jbusres.2019.10.049

• Journal Article Type: Article
• Acceptance Date: Oct 25, 2019
• Online Publication Date: Dec 16, 2019
• Publication Date: Oct 1, 2020
• Deposit Date: Jan 7, 2021
• Journal: Journal of Business Research
• Print ISSN: 0148-2963
• Publisher: Elsevier
• Volume: 119
• Pages: 435-443
• DOI: https://doi.org/10.1016/j.jbusres.2019.10.049
• Publisher URL: https://doi.org/10.1016/j.jbusres.2019.10.049
• Related Public URLs: https://www.sciencedirect.com/science/journal/01482963