Measuring integrated marketing
communication by taking a broad organisational approach : the firm-wide IMC scale

Porcu, L; del Barrio, D; Kitchen, PJ

Abstract

Purpose – The purpose of this research is twofold: first, to conceptualise integrated marketing
communication (IMC) by adopting a more inclusive and broader organisational perspective, and second, to
empirically develop and validate a new measurement scale to assess firm-wide IMC.
Design/methodology/approach – This paper is based on a multistage research design adopting
qualitative and quantitative approaches. First, a comprehensive literature review and a two-round Delphi
study served as the primary basis for the development of the IMC theoretical framework, including generation
of items and content validation. Second, a pilot study (n= 39) enabled us to purify the measurement tool.
Third, the data gathered via an online survey conducted among CEOs and other senior managers (n=180) led
to empirical validation of the proposed firm-wide IMC scale applying second-order confirmatory factor and
structural equation modelling analyses.
Findings – This research produced the firm-wide IMC scale, a 25-item Likert-format measure exhibiting
adequate dimensionality, reliability and construct (convergent, discriminant and nomological) validity.
Originality/value – The need for a more holistic approach emerged from both the academic literature and
the professional arena. However, even very recent attempts to measure integration have involved the adoption
of a narrow marketing communications-centred approach. Thus, the value and uniqueness of this paper lies in
its novel definition of IMC as a four-dimensional construct and the development of a theoretically consistent,
valid and reliable measurement tool for the assessment of integration based on a firm-wide organisational
approach.

Citation

communication by taking a broad organisational approach : the firm-wide IMC scale. European Journal of Marketing, 51(3), 692-718. https://doi.org/10.1108/EJM-08-2015-0587

• Journal Article Type: Article
• Acceptance Date: Jul 15, 2016
• Online Publication Date: Apr 10, 2017
• Publication Date: Apr 10, 2017
• Deposit Date: Apr 27, 2017
• Publicly Available Date: Sep 26, 2017
• Journal: European Journal of Marketing
• Print ISSN: 0309-0566
• Publisher: Emerald
• Volume: 51
• Issue: 3
• Pages: 692-718
• DOI: https://doi.org/10.1108/EJM-08-2015-0587
• Publisher URL: http://dx.doi.org/10.1108/EJM-08-2015-0587
• Related Public URLs: http://www.emeraldinsight.com/loi/ejm