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The dimensionality of corporate communication management (CCM): A qualitative study from practitioners’ perspectives in Malaysia

Bahtiar Mohamad (Universiti Utara Malaysia, Sintok, Malaysia)
Bang Nguyen (East China University of Science and Technology, Shanghai, China and Department of Innovation and Entrepreneurship, Shanghai University, Shanghai, China)
TC Melewar (Middlesex University, London, UK)
Rossella Gambetti (Universita Cattolica del Sacro Cuore, Milano, Italy)

The Bottom Line

ISSN: 0888-045X

Article publication date: 12 March 2019

Issue publication date: 19 March 2019




This paper aims to investigate the conceptualisation of corporate communication management (CCM) and its dimensionality from the practitioners’ perspectives. It proposes to validate an operational definition and dimensions of the CCM construct, which have not been identified in the literature.


The initial concepts are based on academic literature and followed by 12 face-to-face interviews with corporate communication practitioners and consultants from Malaysia to confirm the practicality of each dimension. QSR Nvivo Version 9.0 software is used to analyse the qualitative data. Then, the data are classified through deductive content analysis based on key words or themes.


The diverse perspectives are shown from the practitioners and consultants on the dimensionality of CCM. Most of the interviewees suggest that CCM dimensions include corporate advertising, corporate affairs, investor relations and employee communication within the corporate communication and other departments. They also found the public relations and media relations are clearly under corporate communications manager’s supervision. This research confirms the concept of CCM and its dimensionality to operationalise the CCM construct. The CCM dimensions also offer opportunities for further research to develop the measurement scales.


This research contributes to the clarification on the subject matter by developing clear concepts of the CCM and by offering insights about the role of the CCM dimensions, which help managers to more successfully incorporate the CCM dimension into the corporate management strategy. This paper also examines the concept of CCM and confirms its dimensionality, which helps in developing the CCM measurement for further quantitative research.



Mohamad, B., Nguyen, B., Melewar, T. and Gambetti, R. (2019), "The dimensionality of corporate communication management (CCM): A qualitative study from practitioners’ perspectives in Malaysia", The Bottom Line, Vol. 32 No. 1, pp. 71-97.



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