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

Porcu, L, del Barrio, D and Kitchen, PJ 2017, 'Measuring integrated marketing communication by taking a broad organisational approach : the firm-wide IMC scale' , European Journal of Marketing, 51 (3) , pp. 692-718.

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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.

Item Type: Article
Schools: Schools > Salford Business School > Salford Business School Research Centre
Journal or Publication Title: European Journal of Marketing
Publisher: Emerald
ISSN: 0309-0566
Related URLs:
Depositing User: Prof PJ Kitchen
Date Deposited: 27 Apr 2017 15:15
Last Modified: 18 Oct 2017 01:33
URI: http://usir.salford.ac.uk/id/eprint/42196

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