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

摘要

Purpose – The purpose of this research is twofold: first, to conceptualise integrated marketing\udcommunication (IMC) by adopting a more inclusive and broader organisational perspective, and second, to\udempirically develop and validate a new measurement scale to assess firm-wide IMC.\udDesign/methodology/approach – This paper is based on a multistage research design adopting\udqualitative and quantitative approaches. First, a comprehensive literature review and a two-round Delphi\udstudy served as the primary basis for the development of the IMC theoretical framework, including generation\udof items and content validation. Second, a pilot study (n � 39) enabled us to purify the measurement tool.\udThird, the data gathered via an online survey conducted among CEOs and other senior managers (n�180) led\udto empirical validation of the proposed firm-wide IMC scale applying second-order confirmatory factor and\udstructural equation modelling analyses.\udFindings – This research produced the firm-wide IMC scale, a 25-item Likert-format measure exhibiting\udadequate dimensionality, reliability and construct (convergent, discriminant and nomological) validity.\udOriginality/value – The need for a more holistic approach emerged from both the academic literature and\udthe professional arena. However, even very recent attempts to measure integration have involved the adoption\udof a narrow marketing communications-centred approach. Thus, the value and uniqueness of this paper lies in\udits novel definition of IMC as a four-dimensional construct and the development of a theoretically consistent,\udvalid and reliable measurement tool for the assessment of integration based on a firm-wide organisational\udapproach.