ASSESSING THE RELATIONSHIP BETWEEN BRAND RELATED CAPABILITIES AND THE IMC PROCESS: A RESOURCE-BASED ANALYSIS

Abstract

Integrated Marketing Communication (IMC) has been recognized as a crucial component of business and corporate strategy. Scholars have defined and operationalized IMC from various perspectives, highlighting its development into a concrete concept, management philosophy, and strategic process. The IMC process is considered a firm-level capability that combines marketing and non-marketing inputs to generate market and brand-related outcomes. As IMC aligns with the resource-based view (RBV) perspective, it has the potential to impact a firm's market and brand performance.

While previous literature has made significant contributions to the field of IMC, there is a lack of clarity regarding the role of organizational antecedents that may influence the IMC process. Early definitions have suggested the inclusion of various antecedents in the marketing communication process, but empirical research on these factors or resources has been limited, preventing the establishment of these relationships.

This study aims to address this gap by focusing on individual capabilities related to the brand and their impact on the IMC process in Pakistani consumer companies. Unlike previous research that examined the aggregate effect of brand orientation on IMC capability, this study considers individual capabilities and extends the scope of brand-related capabilities beyond the retail industry. By assessing the effect of these capabilities on the IMC process, this study aims to broaden the acceptance of the brand orientation scale.

The findings of this study will provide valuable insights into the organizational antecedents that influence the IMC process and shed light on the significance of individual capabilities in driving effective marketing communication. Ultimately, this research contributes to a deeper understanding of IMC and its role in enhancing the market and brand performance of firms in the Pakistani consumer sector