European Journal of Marketing: Volume 51 Issue 3

Guest editorial

Philip J. Kitchen

IMC education and digital disruption

Gayle Kerr, Louise Kelly

The purpose of this paper is to benchmark the progress of integrated marketing communication (IMC) education, by replicating and extending a study on IMC education by Kerr (2009)…

IMC capability: antecedents and implications for brand performance

Sandra Luxton, Mike Reid, Felix Mavondo

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…

Communication-in-use: customer-integrated marketing communication

Åke Finne, Christian Grönroos

This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem.

Integrated marketing communication – from an instrumental to a customer-centric perspective

Manfred Bruhn, Stefanie Schnebelen

Despite decades of scientific and practical experience in the field of integrated marketing communication (IMC), little is known about the role of IMC in the era of new media. The…

Just doing it: theorising integrated marketing communications (IMC) practices

Mart Ots, Gergely Nyilasy

This paper aims to elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the…

The internal and external challenges facing clients in implementing IMC

Kathleen Mortimer, Sally Laurie

Although integrated marketing communication (IMC) is generally accepted as the way forward by academics and practitioners, there is a shortage of research into the challenges that…

IMC antecedents and the consequences of planned brand identity in higher education

Pantea Foroudi, Keith Dinnie, Philip J. Kitchen, T. C. Melewar, Mohammad M. Foroudi

This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically…

A multi-stakeholder IMC framework for networked brand identity

Davide C. Orazi, Amanda Spry, Max N. Theilacker, Jessica Vredenburg

Past integrated marketing communications (IMC) frameworks have established brand contacts as important sources of information and feedback. This paper aims to discuss how the…

Integrating identity, strategy and communications for trust, loyalty and commitment

T.C. Melewar, Pantea Foroudi, Suraksha Gupta, Philip J. Kitchen, Mohammad M. Foroudi

This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational…

Implementing integrated marketing communications (IMC) through major event ambassadors

Paul Turner

This paper aims to identify how integrated marketing communications (IMC) was applied to a major multi-cultural sporting event, the Asian Cup 2015, through event ambassadors…

Future developments in IMC: why e-mail with video trumps text-only e-mails for brands

Angeline Close Scheinbaum, Stefan Hampel, Mihyun Kang

Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer responses to…

Relationships between social Web, IMC and overall brand equity: An empirical examination from the cross-cultural perspective

Maja Šerić

The purpose of this study is to empirically validate the relationships between social Web, integrated marketing communications (IMC) and overall brand equity and to test the…

IMC, social media and UK fashion micro-organisations

Claudia Elisabeth Henninger, Panayiota J. Alevizou, Caroline J. Oates

This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing…

Measuring integrated marketing communication by taking a broad organisational approach: The firm-wide IMC scale

Lucia Porcu, Salvador Del Barrio-García, Philip J. Kitchen

The purpose of this research is twofold: first, to conceptualise integrated marketing communication (IMC) by adopting a more inclusive and broader organisational perspective, and…