Brand Related Capabilities and the Process of Integrated Marketing Communications (IMC): A Resource Based View (RBV)

Ayaz Ahmad,Selvan A/L Perumal,Salniza Md Salleh

doi:10.33094/26410249.2019.16.136.150

Ayaz Ahmad, Selvan A/L Perumal + Show 1 more

Open Access

https://doi.org/10.33094/26410249.2019.16.136.150

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Abstract

Purpose – This study aims at examining the effects of the brand related capabilities on the IMC process in consumer markets of Pakistan. It will extend the acceptability of the brand orientation scale in comparison to its application in retail industry only. Design/Methodology/Approach – Both brand management and IMC related literature was thoroughly reviewed to conceptually develop the links between the individual brand related capabilities and IMC process for empirical investigation. Findings – The results of the study established significantly positive relationship between the brands related capabilities and IMC process except for the functional capability. The main contribution is conceptual theorization of distinct, value adding, symbolic and functional capabilities with the IMC process and obtaining statistically significant results for the hypothesized relationships. Originality – This study takes the position of individual capabilities in contrast to studies on aggregate effect of brand orientation on the IMC process in the context of consumer companies operating in Pakistan.

Highlights

The wider literature on Integrated Marketing Communication (IMC) has recognized the importance of IMC process and consider it an essential component of the business and corporate strategy (e.g., Duncan and Mulhern, 2004; Kitchen and Schultz, 2009; Kliatchko and Schultz, 2014; Porcu et al, 2016; Tafesse and Kitchen, 2017)
The results clearly delineate that brand related capabilities plays an important role of facilitating the IMC process of planning and implementation
All the brand related capabilities tested in this study proved to be positively related to the IMC process

Summary

Introduction

The wider literature on Integrated Marketing Communication (IMC) has recognized the importance of IMC process and consider it an essential component of the business and corporate strategy (e.g., Duncan and Mulhern, 2004; Kitchen and Schultz, 2009; Kliatchko and Schultz, 2014; Porcu et al, 2016; Tafesse and Kitchen, 2017) These scholars defined and operationalized the IMC in different perspectives. In line with the arguments in the resource-based marketing literature (O'Cass and Weerawardena, 2010; O’Cass and Sok, 2014), IMC carries the potential to affect the market and brand related performance of a firm Based on this definition and conceptualization, IMC process is a market-related planning and deployment mechanism and a capability of a firm to achieve optimum communications’ results

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Results

Conclusion