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

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  • Porcu, Lucia
  • del Barrio-García, Salvador
  • Kitchen, Philip J.
  • Tourky, Marwa

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.

Suggested Citation

  • Porcu, Lucia & del Barrio-García, Salvador & Kitchen, Philip J. & Tourky, Marwa, 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, Elsevier, vol. 119(C), pages 435-443.
    • Handle: RePEc:eee:jbrese:v:119:y:2020:i:c:p:435-443
    DOI: 10.1016/j.jbusres.2019.10.049
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