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.
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: | 27 Aug 2021 21:48 |
| URI: | https://usir.salford.ac.uk/id/eprint/59281 |
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