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

Porcu, L ORCID: https://orcid.org/0000-0002-6144-0240, del Barrio-García, S, Kitchen, PJ ORCID: https://orcid.org/0000-0002-3128-9527 and Tourky, M ORCID: https://orcid.org/0000-0002-2074-0159 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 , pp. 435-443.

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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.

Item Type: Article
Schools: Schools > Salford Business School
Journal or Publication Title: Journal of Business Research
Publisher: Elsevier
ISSN: 0148-2963
Related URLs:
Depositing User: USIR Admin
Date Deposited: 07 Jan 2021 12:01
Last Modified: 07 Jan 2021 12:01
URI: http://usir.salford.ac.uk/id/eprint/59281

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