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 ...
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 selfadministered
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.