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

Lucia Porcu (1) , Salvador del Barrio-García (1) , Philip Kitchen (2, 3) , Marwa Tourky (4)

1 UGR - Universidad de Granada = University of Granada
2 ICN Business School
3 CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises
4 University of Exeter Business School

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.

Domaines: Sciences de l'Homme et Société

Lucia Porcu, Salvador del Barrio-García, Philip Kitchen, Marwa Tourky. The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance. Journal of Business Research, 2019, 119, pp.435-443. ⟨10.1016/j.jbusres.2019.10.049⟩. ⟨hal-03010439⟩