Measuring integrated marketing communication by taking a broad organisational approach

Lucia Porcu, Salvador Del Barrio-García, Philip J. Kitchen
2017 European Journal of Marketing  
Structured Abstract: Purpose-The purpose of this research is twofold: firstly, to conceptualise Integrated Marketing Communication (IMC) by adopting a more inclusive and broader organisational perspective, and secondly, to empirically develop and validate a new measurement scale to assess firm-wide IMC. Design/methodology/approach-This paper is based on a multistage research design adopting qualitative and quantitative approaches. First, a comprehensive literature review and a two-round Delphi
more » ... tudy served as the primary basis for the development of the IMC theoretical framework, including generation of items, and content validation. Second, a pilot-study (n = 39) enabled us to purify the measurement tool. Third, the data gathered via an online survey conducted among CEOs and other senior managers (n = 180) led to empirical validation of the proposed firm-wide IMC scale applying secondorder confirmatory factor and structural equation modelling analyses. Findings-This research produced the firm-wide IMC scale, a 25-item Likert-format measure exhibiting adequate dimensionality, reliability and construct (convergent, discriminant and nomological) validity. Originality/value-The need for a more holistic approach emerged from both the academic literature and the professional arena. However, even very recent attempts to measure integration have involved the adoption of a narrow marketing communicationscentred approach. Thus, the value and uniqueness of this paper lies in its novel definition of IMC as a four-dimensional construct and the development of a theoretically-consistent, valid and reliable measurement tool for the assessment of integration based on a firm-wide organisational approach. Note: M = means, SD = standard deviations, α = Cronbach's alpha; t-value cut-offs (level of significance): 1.64 (p < .10); 1.98 (p < .05); 2.58 (p < .01)
doi:10.1108/ejm-08-2015-0587 fatcat:i753suwrhbbkrmbhrrm7ceuulq