The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance

Barrio‐García, Salvador del; Kitchen, Philip J.; Tourky, Marwa

doi:10.1016/j.jbusres.2019.10.049

Cited by 47 publications

(30 citation statements)

References 60 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The message was considered offensive for Chinese culture, since in consumers’ mind it embraced racial stereotypes such as the inability to eat with anything other than chopsticks. Since the integrated marketing communication principles guide the creative efforts of an advertising campaign ( Kim et al, 2016 , Porcu et al, in press ), Dolce&Gabbana usually tends to promote controversial advertising campaigns to generate debate. For instance, in some occasions the Italian Government even invited the brand to remove the campaign with sexist stereotypes.…”

Section: Methodology Of Researchmentioning

confidence: 99%

When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate

Pantano

2021

Journal of Business Research

View full text Add to dashboard Cite

In early 2020, the World Health Organization (WHO) developed the term “infodemic” to describe the velocity at which data can be exchanged among people, in a free virtual space where firms have limited control over the information diffusion. In particular, the diffusion of information on social media has analogies with the transmission (contagion) of social phenomena and infectious diseases. The aim of this research is to model the viral effects of a luxury marketing campaign when adopting negative stereotypes to increase the market share in a growing market. The campaign generated 506,127 likes of celebrity endorsers/influencers and 17,984 comments spread worldwide in a relatively short period, producing a “burst”. Findings revealed the unexpected social burst occurred with negative consumers’ evaluation, which has been amplified becoming dramatically damaging for the brand (brand hate).

show abstract

Section: Methodology Of Researchmentioning

confidence: 99%

When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate

Pantano

2021

Journal of Business Research

View full text Add to dashboard Cite

show abstract

“…Culture of control and a culture of collaboration as the basis for building integrated marketing communication (Englunda et al, 2020;Porcua et al, 2020). Always reminding each other of teamwork, helping each other over the difficulties of friends determines the success of integrated marketing communications.…”

Section: Integrated Marketing Communication and Customer Bonding Capabilitiesmentioning

confidence: 99%

The important role of customer bonding capability to increase marketing performance in small and medium enterprises

Udayana

Farida

Lukitaningsih

et al. 2021

Cogent Business & Management

View full text Add to dashboard Cite

The purpose of this study is to develop the concept of customer bonding capability in the small and medium enterprise. Empirical research was conducted to explain how marketing performance can be improved through customer bonding capability. Considering the number and role of small and medium businesses in Indonesia is increasing. Results revealed that customer bonding capability functions as an intervention between relational capital and marketing performance. Relationship capital, integrated marketing communication and adequate market information have a significant positive effect on customer bonding capability and marketing performance. Managerial implication: salespeople can develop networks that provide mutual benefits, developing closer family ties, developing continual cooperation with customers and sharing experiences with customers who can improve salesperson's performance. There is no dynamic interaction between researchers and respondents because this research design is cross-sectional. To generate dynamic interactions, longitudinal research data were needed to add

show abstract

“…Communication in a marketing perspective plays a vital role in realizing what the company aspires to be, namely an increase in sales, which will undoubtedly have a systemic impact on the company's profitability and sustainability (Martin, Javalgi, & Ciravegna, 2020;Porcu, del Barrio-García, Kitchen, & Tourky, 2019). Not much different from the activities and communication patterns that are formed in marketing tourism destinations to prospective tourists also require effective communication in addition to an optimal management strategy (Wu, 2018;Kozak & Buhalis, 2019;Yousaf & Xiucheng, 2018).…”

Section: Introduction 11 12mentioning

confidence: 99%

Marketing Communication and Synergy of Pentahelix Strategy on Satisfaction and Sustainable Tourism

Chamidah¹,

Guntoro²,

Sulastri³

2020

JAFEB

View full text Add to dashboard Cite

This study aims to present explicit findings from an internal perspective, namely the interaction patterns of marketing communication between pentahelix elements and testing the expectations of tourists towards tourism activities through a simulation model between variables. This study is divided into two methods of analysis, namely qualitative explorative, where the study aims to invest in communication patterns and patterns of interaction between pentahelix stakeholders in Sitiwinangun Tourism Village, West Java, Indonesia with involve 17 informants who came from pentahelix elements (Government, academics, community, business and media). Second, quantitative method to measure the extent of effectiveness rather than collaboration activities and the role of marketing communication to tourist satisfaction is done by an analytical approach involving 30 tourists through customer satisfaction surveys. The results of this study illustrate that the involvement of each pentahelix element has not been maximized. The pattern of interaction and communication between elements also shows the gap between interests, expectations, and reality. This study provides a real picture that to realize a tourism program that is profitable, holistic, and sustainable requires collaboration that is wrapped with transparent and interactive communication patterns. The marketing communication concept approach combined with collaboration theory between stakeholders can be useful for sustainable tourism.

show abstract

The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance

Cited by 47 publications

References 60 publications

When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate

When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate

The important role of customer bonding capability to increase marketing performance in small and medium enterprises

Marketing Communication and Synergy of Pentahelix Strategy on Satisfaction and Sustainable Tourism

Contact Info

Product

Resources

About