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Advances in Advertising Research (Vol. VII) pp 281–295Cite as

Examining the Mediating Role of Integrated Marketing Communication on the Relationship between Adhocracy Culture and Brand Advantage

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Abstract

Despite over twenty years of intense academic research on Integrated Marketing Communication (IMC), this concept “continues to stir debate, discussion and, in some cases, confusion” (Kliatchko and Schultz, 2014, p. 373). Several authors (Kliatchko, 2008; Porcu, Del Barrio-García and Kitchen, 2012) have highlighted the lack of consensus among academics over the definition of IMC. Since its very emergence, the IMC concept has expanded from a narrowly focused marketing communications approach to a more holistic ‘firm-wide’ organisational perspective (Duncan and Moriarty, 1998; Cook, 2004; Christensen, Firat and Torp, 2008; Muñoz-Leiva, Porcu and Del Barrio-García, 2015).

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Author information

Authors and Affiliations

  1. University of Granada, Department of Marketing and Market Research, University of Granada, Spain, Campus de Cartuja s/n 5500, 18071, Granada, Spain

    Lucia Porcu, Salvador del Barrio-García & Esmeralda Crespo-Almendros

  2. University of Granada, Department of Marketing and Market Research, University of Granada, Spain, C/Cortadura del Valle S.N. C.P., 51001, Ceuta, Spain

    Juan Miguel Alcántara-Pilar

Authors
  1. Lucia Porcu
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  2. Salvador del Barrio-García
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  3. Juan Miguel Alcántara-Pilar
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  4. Esmeralda Crespo-Almendros
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Corresponding author

Correspondence to Lucia Porcu .

Editor information

Editors and Affiliations

  1. School of BEI, Birkbeck, University of London, London, United Kingdom

    George Christodoulides

  2. School of BEI, Birkbeck, University of London, London, United Kingdom

    Anastasia Stathopoulou

  3. Faculty of BA and Economics , European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Porcu, L., del Barrio-García, S., Alcántara-Pilar, J.M., Crespo-Almendros, E. (2017). Examining the Mediating Role of Integrated Marketing Communication on the Relationship between Adhocracy Culture and Brand Advantage. In: Christodoulides, G., Stathopoulou, A., Eisend, M. (eds) Advances in Advertising Research (Vol. VII). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15220-8_20

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