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

  • Porcu L
  • del Barrio-García S
  • Alcántara-Pilar J
  • et al.
Springer Fachmedien Wiesbaden, (2017), 281-295
DOI: 10.1007/978-3-658-15220-8_20
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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 …

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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 Advances in Advertising Research (Vol. VII) (pp. 281–295). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-15220-8_20

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