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Keywords: IMC capability
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Journal Articles
IMC capability: antecedents and implications for brand performance
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (3): 421–444.
Published: 10 April 2017
... orientation (BO). Further, the research examines how an IMC capability influences brand performance and whether these relationships are influenced by brand size. Design/methodology/approach Based on survey data from 187 managers responsible for brand communications, this paper applies structural equation...
