Integrated Marketing Communication Capability and Brand Performance

Abstract

Drawing on the resource-based view (RBV) of the firm this research investigates how an integrated marketing communication (IMC) capability drives a brand's financial performance through influencing the effectiveness of communication campaigns and the brand's market-based performance. The results illustrate that an IMC capability has a significant direct effect on campaign effectiveness and significant indirect effect on a brand's market-based performance and financial performance. The study highlights the role of IMC as a key firm-specific capability with significant impact on performance outcomes. Competitively, the more the firm is able to build its distinctive IMC capability, the greater its campaign effectiveness, which in turn leads to superior brand market-based and financial performance.