TY  - GEN 
AU  - Porcu, Lucía
AU  - Barrio García, Salvador Del
AU  - Kitchen, Philip J.
AU  - Tourky, Marwa
PY  - 2020
UR  - https://hdl.handle.net/10481/86426
AB  - This study aims to (i) demonstrate the influence of two types of corporate culture (CC), namely collaborative and controlling, on firm-wide integrated marketing communication (IMC) implementation; and (ii) examine the mediating role of IMC on the...
AB  - Este estudio pretende (i) demostrar la influencia de dos tipos de cultura corporativa (CC), la colaborativa y la controladora, en la implementación de la comunicación de marketing integrada (CMI) en toda la empresa; y (ii) examinar el papel mediador...
LA  - eng
PB  - Elsevier
KW  - Corporate Culture
KW  - Integrated Marketing Communication
KW  - Firm-wide IMC
TI  - The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance
DO  - 10.1016/j.jbusres.2019.10.049
ER  -