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1、JournalofAdvertisingISSN:0091-3367(Print)1557-7805(Online)Journalhomepage:http://www.tandfonline.com/loi/ujoa20IntegratedMarketingCommunicationCapabilityandBrandPerformanceSandraLuxton,MikeReid&FelixMavondoTocitethisarticle:SandraLuxton,MikeReid&Feli
2、xMavondo(2015)IntegratedMarketingCommunicationCapabilityandBrandPerformance,JournalofAdvertising,44:1,37-46,DOI:10.1080/00913367.2014.934938Tolinktothisarticle:https://doi.org/10.1080/00913367.2014.934938Publishedonline:06Nov2014.Submityourarticletot
3、hisjournalArticleviews:7516ViewCrossmarkdataCitingarticles:31ViewcitingarticlesFullTerms&Conditionsofaccessandusecanbefoundathttp://www.tandfonline.com/action/journalInformation?journalCode=ujoa20JournalofAdvertising,44(1),37–46CopyrightÓ2015,America
4、nAcademyofAdvertisingISSN:0091-3367print/1557-7805onlineDOI:10.1080/00913367.2014.934938IntegratedMarketingCommunicationCapabilityandBrandPerformanceSandraLuxtonSwinburneUniversityofTechnology,Hawthorn,AustraliaMikeReidRMITUniversity,Melbourne,Austra
5、liaFelixMavondoMonashUniversity,Clayton,AustraliaBarney2003;Wu2010).PreviousstudiesdescribetheIMCDrawingontheresource-basedview(RBV)ofthefirmthisprocessasamarketingcapabilitybecauseitcombinesandresearchinvestigateshowanintegratedmarketingcommunication
6、(IMC)capabilitydrivesabrand’sfinancialconvertstangibleandintangibleinputsintooutputs(Ratna-performancethroughinfluencingtheeffectivenessoftungaandEwing2005;O’CassandWeerawardena2010).Incommunicationcampaignsandthebrand’smarket-basedthissense,IMCisamark
7、et-relatingdeploymentmechanismperformance.TheresultsillustratethatanIMCcapabilityhasathatenablestheoptimizationofcommunicationapproachestosignificantdirecteffectoncampaigneffectivenessandsignificantachievesuperiorcommunicationeffectiveness,whichhasindi
8、recteffectonabrand’smarket-basedperformanceandfinancialperformance.ThestudyhighlightstheroleofIMCasaotherdownstreambenefits(e.g.,brandandfinancialkeyfirm-specificcapabilitywithsignificantimpactonperformance).performanceoutcomes.Competitively,themorethefirmi
