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IMC capability: antecedents and implications for brand performance

Sandra Luxton (Faculty of Business and Law, Swinburne Institute of Technology, Hawthorn East, Australia)
Mike Reid (Department of Economics, Finance and Marketing, Royal Melbourne Institute of Technology, Melbourne, Australia)
Felix Mavondo (Faculty of Business and Economics, Monash University, Clayton, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 10 April 2017

3392

Abstract

Purpose

Drawing on the resource-based view, this paper aims to investigate how a firm’s integrated marketing communication (IMC) as a capability is influenced by the organisational antecedents of learning orientation (LO), market orientation (MO) and brand orientation (BO). Further, the research examines how an IMC capability influences brand performance and whether these relationships are influenced by brand size.

Design/methodology/approach

Based on survey data from 187 managers responsible for brand communications, this paper applies structural equation modelling using SmartPLS3 to assess hypothesised relationships.

Findings

IMC capability is directly influenced by BO but not by MO and LO; these have important indirect effects. Size does not moderate key relationships but directly affects IMC capability.

Research limitations/implications

Organisational antecedents play an important role in shaping IMC capability and ultimately brand performance. Future researchers should consider a larger sample of brands and firms, IMC capability building in small firms and longitudinal design to evaluate the effects of IMC capability.

Practical implications

BO is nested in and complementary to learning and MO, and thus cannot stand alone. Developing an IMC capability is critical for translating the benefits of organisational orientations into performance outcomes. IMC capability links MO and BO to firm performance. Appropriate resourcing is critical for success, as it has implications for developing other resources and capabilities.

Originality/value

This study empirically establishes for the first time a relationship between critical organisational antecedents of LO, MO and BO, their influence on IMC capability and subsequently on brand performance.

Keywords

Citation

Luxton, S., Reid, M. and Mavondo, F. (2017), "IMC capability: antecedents and implications for brand performance", European Journal of Marketing, Vol. 51 No. 3, pp. 421-444. https://doi.org/10.1108/EJM-08-2015-0583

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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