Factors Influencing Integrated Marketing Communication Strategy Empirical Evidence from Fashionable Apparel Businesses in Thailand
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Published:
Dec 6, 2018
Keywords:
Integrated marketing communication strategy, market-driving vision, organizational collaboration, marketing learning, information technology resource, market turbulence
Main Article Content
Abstract
The research examined the relationship between integrated marketing communication strategy and its antecedents including market-driving vision, organizational collaboration, marketing learning, information technology resources, and market turbulence. The data were collected by using questionnaires from 126 fashionable apparel businesses in Thailand. The hypothesized relationships among the variables were examined by using regression analysis. The results showed that market-driving vision and organizational collaboration had a positive influence on integrated marketing communication strategy. The influence of market turbulence also suggested a moderate level of impact. Therefore, marketing executives should encourage market-driving vision, organization collaboration, and give attention to market turbulence to achieve a successful integrated marketing communication strategy. Suggestions and directions for future research are also highlighted.
Article Details
Section
Research Articles
Copyright: Asia-Pacific International University reserve exclusive rights to publish, reproduce and distribute the manuscript and all contents therein.
References
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Alpat, F. & Aksu, Y. (2014). Fashion as a marketing tool and its communication aspect in developing markets. Emerging Markets Journal, 3(3), 66-76.
Barker, R., Du Plessis, C., & Hanekom, J. (2013). Integrated online communication. Retrieved from http://uir. unisa.ac.za/bitstream/handle/10500/21616/juta2-IOC_Chapter_010_final1-edit%20%283%29 ChangesAccepted.pdf?sequence=1&isAllowed=y
Belch, G., & Belch, M. (2007) Advertising and promotion–An Integrated Marketing Communications Perspective (7th edition). Boston: McGraw-Hill Irwin.
Carr, N. (2003). IT doesn't matter. Harvard Business Review, 81(5), 41-49. Retrieved from http://utminers. utep.edu/mmahmood/cis4365/itdoesntmatter.pdf
Calantone, R., Garcia, R., & Dröge, C. (2003). The effects of environmental turbulence on new product development strategy planning. Journal of Product Innovation Management, 20(2), 90-103.
Chang, C. (2013). Entrepreneurial orientation, communication strategies, and new product success: A theoretic model. Academy of Strategic Management Journal, 14(1). Retrieved from http://electronic-businessjournal.com/images/2015/2015-1/1.pdf
Changchenkit, C. (2018). Brand personality communication of Thai fashion design apparels. Review of Integrative Business and Economics Research, 7(1), 330-337.
Chittithaworn, C., Islam, M., Keawchana, T., & Yusuf, D. (2011). Factors affecting business success of small & medium enterprises (SMEs) in Thailand. Asian Social Science, 7(5), 180-190.
Christensen, L., Fırat, A., & Torp, S. (2008). The organisation of integrated communications: toward flexible integration. European Journal of Marketing, 42(3/4), 423-452.
Eagle, L., & Kitchen, P. (2000). Building brands or bolstering egos? A comparative review of the impact and measurement of advertising on brand equity. Journal of Marketing Communications, 6(2), 91–106.
Engelen, A., Schmidt, S., & Buchsteiner, M. (2015). The simultaneous influence of national culture and market turbulence on entrepreneurial orientation: A nine-country study. Journal of International Management, 21(1), 18-30.
Esteve, M., Boyne, G., Sierra, V., & Ysa, T. (2012). Organizational collaboration in the public sector: Do chief executives make a difference? Journal of Public Administration Research and Theory, 23(4), 927-952. Retrieved from https://doi.org/10.1093/jopart/mus035.
Fiedler, F. (1964). A contingency model of leadership effectiveness. Advances in Experimental Social Psychology, 1, 149-190.
Haddad, S., & Algadeer, H. (2004). An empirical investigation on the impact of strategy within organizations on quality improvement strategy. Jordan Journal of Applied Science, 7, 77-95.
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis: A global perspective (7th edition). Upper Saddle River, NJ: Pearson Education, Inc.
Helder J. (2005). Market driving relationship marketing for radical innovations. In Seiders, K. and Voss, G. (Eds.), 2005 AMA Winter Educators’ Conference Marketing Theory and Applications, 16, 114-116. United States of America: American Marketing Association. Retrieved from https://archive.ama.org/ archive/Community/ARC/Gated/Documents/Connections/ARC_AMA_WINTER2005.pdf
Helfat, C., Finkelstein, S., Mitchell, W., Peteraf, M., Singh, H., Teece, D., & Winter, S. (2009). Dynamic capabilities: Understanding strategic change in organizations. John Wiley & Sons.
Holm, O. (2006) Integrated marketing communication: From tactics to strategy, corporate communications. An International Journal, 11 (1), 23 – 33. Retrieved from https://doi.org/10.1108/13563280610643525
Humphrey, R., & Beard, D. (2014). Faculty perceptions of online homework software in accounting education. Journal of Accounting Education, 32(3), 238-258.
Ibeh, K., & Kasem, L. (2014). Internationalization's effect on marketing learning: A study of Syrian firms. Journal of Business Research, 67(5), 680-685.
Iyengar, K., Sweeney, J., & Montealegre, R. (2015). Information technology use as a learning mechanism: The impact of IT use on knowledge transfer effectiveness, absorptive capacity, and franchisee performance. Management information Systems Quarterly, 39(3), 615-641.
Kale, P., Dyer, J., & Singh, H. (2002). Alliance capability, stock market response, and long‐term alliance success: the role of the alliance function. Strategic Management Journal, 23(8), 747-767.
Kantabutra, S. (2006). Relating vision-based leadership to sustainable business performance: A Thai perspective. Kravis Leadership Institute Leadership Review, 6 (Spring), 37-53.
Kamenidou, I., Mylonakis, J., & Nikolouli, K. (2007). An exploratory study on the reasons for purchasing imported high fashion apparels: The case of Greece. Journal of Fashion Marketing and Management: An International Journal, 11(1), 148-160.
Kliatchko, J. (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), 7-34.
Kieser, A., & Koch, U. (2008). Bounded rationality and organizational learning based on rule changes. Management Learning, 39(3), 329-347. doi: 10.1177/1350507608090880
Kitchen, P., & Burgmann, I. (2010). Integrated marketing communication. In Sheth, J. and Malhotra, N. (Eds.), Wiley International Encyclopedia of Marketing. John Wiley Online Library. doi:10.1002/ 9781444316568.wiem04001
Lawrence, P. & Lorsch, J. (1967). Differentiation and integration in complex organizations. Administrative Science Quarterly, 12, 1-47. Retrieved from http://dx.doi.org/10.2307/2391211
Lekmat, L., & Chelliah, J. (2014). What are the antecedents to creating sustainable corporate entrepreneurship in Thailand? Contemporary Management Research, 10(3), 181-202.
Luangsakdapich, R., Jhundra-indra, P., & Muenthaisong, K. (2015). A conceptual model of customer service flexibility strategy and service performance. In Allied Academies International Conference. Academy of Marketing Studies, 20(2), 55-75. Retrieved from https://www.alliedacademies.org/pdfs/AMS_ Proceedings_Fall_2015.pdf
Luo, Y. (2001). Determinants of local responsiveness: Perspectives from foreign subsidiaries in an emerging market. Journal of Management, 27(4), 451-477.
Luthans, F. (1976). Introduction to management: A contingency approach. New York, NY: McGraw-Hill.
Luxton, S., Reid, M., & Mavondo, F. (2
015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.
Mao, H., Liu, S., Zhang, J., & Deng, Z. (2016). Information technology resource, knowledge management capability, and competitive advantage: the moderating role of resource commitment. International Journal of Information Management, 36(6), 1062-1074.
Meesuptong, J., Jhundra-indra, P., & Raksong, S. (2014). Strategic marketing creativity and marketing profitability: A conceptual model. International Journal of Business Research, 14(4), 7-26. doi:10.18374/ijbr-14-4.1
Murray, J., Gao, G., & Kotabe, M. (2011). Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages. Journal of the Academy of Marketing Science, 39(2), 252-269. doi: 10.1007/s11747-010-0195-4
O’Connor, G., & Veryzer, R. (2001). The nature of market visioning for technology-based radical innovation. Journal of Product Innovation Management, 18(4), 231-246. Retrieved from https://doi.org/10.1111/ 1540-5885.1840231
O'Leary, R., & Bingham, L. (Eds.). (2009). The collaborative public manager: New ideas for the twenty-first century. Georgetown University Press.
O’Reilly, C., & Tushman, M. (2008). Ambidexterity as a dynamic capability: Resolving the innovator's dilemma. Research in Organizational Behavior, 28, 185-206.
Percy, A. (2014). Re-integrating academic development and academic language and learning: A call to reason. Higher Education Research & Development, 33(6), 1194-1207.
Pickton, D., & Broderick, A. (2001). Integrated marketing communications. Harlow, UK: Financial Times/ Prentice Hall.
Porter, M. E. (1981). The contributions of industrial organization to strategic management. Academy of Management Review, 6(4), 609-620.
Praude, V., and Bormane, S. (2014). Influence of marketIng communications on the processes of consumers’ decisions. Regional Formation and Development Studies, 7(2), 110-124.
Pungboonpanich, P., & Ussahawanitchakit, P. (2010). Effects of strategic budgetary collaboration on competitive advantage and organizational success: Evidence from food manufacturing businesses in Thailand. Journal of International Management Studies, 10(3), 79-104. Retrieved from https://onedrive.live. com/?authkey=%21AGCVberO3tjRFcQ&cid=68D745421C578886&id=68D745421C578886%21389&parId=68D745421C578886%21236&o=OneUp
Ravichandran, T., & Lertwongsatien, C. (2005). Effect of information systems resources and capabilities on firm performance: A resource-based perspective. Journal of Management Information Systems, 21(4), 237-276. Retrieved from https://doi.org/10.1080/07421222.2005.11045820
Reid, M. (2005). Performance auditing of integrated marketing communication (IMC) actions and outcomes. Journal of Advertising, 34(4), 41-54.
Ren, S., Chan, H., & Ram, P. (2016). A Comparative Study on Fashion Demand Forecasting Models with Multiple Sources of Uncertainty. Annals of Operations Research, 257(1), 335-355. doi: 10.1007/s10479-016-2204-6
Schultz, D. (2004). IMC receives more appropriate definition. Marketing News, 8-9. Retrieved from file:///C:/ Users/relsec/Downloads/14348461.pdf
Schultz, D., & Kitchen, P. (2000). A response to ‘Theoretical concept or management fashion’. Journal of Advertising Research, 40(5), 17-21.
Shenhar, A. J. (2001). One size does not fit all projects: Exploring classical contingency domains. Management Science, 47(3), 394-414.
Slater, S. F., Olson, E. M., & Finnegan, C. (2011). Business strategy, marketing organization culture, and performance. Marketing Letters, 22(3), 227-242. doi: 10.1007/s11002-010-9122-1
Smith, T. M., Gopalakrishna, S., & Chatterjee, R. (2006). A three-stage model of integrated marketing communications at the marketing–sales interface. Journal of Marketing Research, 43(4), 564-579.
Song, M., Droge, C., Hanvanich, S., & Calantone, R. (2005). Marketing and technology resource complementarity: An analysis of their interaction effect in two environmental contexts. Strategic Management Journal, 26(3), 259-276.
Sriboonlue, P., Ussahawanitchakit, P., & Raksong, S. (2015). Strategic innovation capability and firm sustainability: Evidence from auto parts businesses in Thailand. AU-GSB e-JOURNAL, 8(1), 61-75.
Tungbunyasiri, S., (2014). Strategic Brand Orientation and Marketing Survival: An Empirical Investigation of Cosmetic Businesses in Thailand (Doctoral dissertation). Retrieved from http://khoon.msu.ac.th/auth/ reader/web/index.php?pdf=%2Ffulltextman%2Ffull4%2FSUPACHAI9580%2Ftitlepage.pdf&refid=
Watchravesringkan, K., Karpova, E., Hodges, N., & Copeland, R. (2010). The competitive position of Thailand's apparel industry: Challenges and opportunities for globalization. Journal of Fashion Marketing and Management: An International Journal, 14(4), 576-597. doi:10.1108/13612021011081751.
Alpat, F. & Aksu, Y. (2014). Fashion as a marketing tool and its communication aspect in developing markets. Emerging Markets Journal, 3(3), 66-76.
Barker, R., Du Plessis, C., & Hanekom, J. (2013). Integrated online communication. Retrieved from http://uir. unisa.ac.za/bitstream/handle/10500/21616/juta2-IOC_Chapter_010_final1-edit%20%283%29 ChangesAccepted.pdf?sequence=1&isAllowed=y
Belch, G., & Belch, M. (2007) Advertising and promotion–An Integrated Marketing Communications Perspective (7th edition). Boston: McGraw-Hill Irwin.
Carr, N. (2003). IT doesn't matter. Harvard Business Review, 81(5), 41-49. Retrieved from http://utminers. utep.edu/mmahmood/cis4365/itdoesntmatter.pdf
Calantone, R., Garcia, R., & Dröge, C. (2003). The effects of environmental turbulence on new product development strategy planning. Journal of Product Innovation Management, 20(2), 90-103.
Chang, C. (2013). Entrepreneurial orientation, communication strategies, and new product success: A theoretic model. Academy of Strategic Management Journal, 14(1). Retrieved from http://electronic-businessjournal.com/images/2015/2015-1/1.pdf
Changchenkit, C. (2018). Brand personality communication of Thai fashion design apparels. Review of Integrative Business and Economics Research, 7(1), 330-337.
Chittithaworn, C., Islam, M., Keawchana, T., & Yusuf, D. (2011). Factors affecting business success of small & medium enterprises (SMEs) in Thailand. Asian Social Science, 7(5), 180-190.
Christensen, L., Fırat, A., & Torp, S. (2008). The organisation of integrated communications: toward flexible integration. European Journal of Marketing, 42(3/4), 423-452.
Eagle, L., & Kitchen, P. (2000). Building brands or bolstering egos? A comparative review of the impact and measurement of advertising on brand equity. Journal of Marketing Communications, 6(2), 91–106.
Engelen, A., Schmidt, S., & Buchsteiner, M. (2015). The simultaneous influence of national culture and market turbulence on entrepreneurial orientation: A nine-country study. Journal of International Management, 21(1), 18-30.
Esteve, M., Boyne, G., Sierra, V., & Ysa, T. (2012). Organizational collaboration in the public sector: Do chief executives make a difference? Journal of Public Administration Research and Theory, 23(4), 927-952. Retrieved from https://doi.org/10.1093/jopart/mus035.
Fiedler, F. (1964). A contingency model of leadership effectiveness. Advances in Experimental Social Psychology, 1, 149-190.
Haddad, S., & Algadeer, H. (2004). An empirical investigation on the impact of strategy within organizations on quality improvement strategy. Jordan Journal of Applied Science, 7, 77-95.
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis: A global perspective (7th edition). Upper Saddle River, NJ: Pearson Education, Inc.
Helder J. (2005). Market driving relationship marketing for radical innovations. In Seiders, K. and Voss, G. (Eds.), 2005 AMA Winter Educators’ Conference Marketing Theory and Applications, 16, 114-116. United States of America: American Marketing Association. Retrieved from https://archive.ama.org/ archive/Community/ARC/Gated/Documents/Connections/ARC_AMA_WINTER2005.pdf
Helfat, C., Finkelstein, S., Mitchell, W., Peteraf, M., Singh, H., Teece, D., & Winter, S. (2009). Dynamic capabilities: Understanding strategic change in organizations. John Wiley & Sons.
Holm, O. (2006) Integrated marketing communication: From tactics to strategy, corporate communications. An International Journal, 11 (1), 23 – 33. Retrieved from https://doi.org/10.1108/13563280610643525
Humphrey, R., & Beard, D. (2014). Faculty perceptions of online homework software in accounting education. Journal of Accounting Education, 32(3), 238-258.
Ibeh, K., & Kasem, L. (2014). Internationalization's effect on marketing learning: A study of Syrian firms. Journal of Business Research, 67(5), 680-685.
Iyengar, K., Sweeney, J., & Montealegre, R. (2015). Information technology use as a learning mechanism: The impact of IT use on knowledge transfer effectiveness, absorptive capacity, and franchisee performance. Management information Systems Quarterly, 39(3), 615-641.
Kale, P., Dyer, J., & Singh, H. (2002). Alliance capability, stock market response, and long‐term alliance success: the role of the alliance function. Strategic Management Journal, 23(8), 747-767.
Kantabutra, S. (2006). Relating vision-based leadership to sustainable business performance: A Thai perspective. Kravis Leadership Institute Leadership Review, 6 (Spring), 37-53.
Kamenidou, I., Mylonakis, J., & Nikolouli, K. (2007). An exploratory study on the reasons for purchasing imported high fashion apparels: The case of Greece. Journal of Fashion Marketing and Management: An International Journal, 11(1), 148-160.
Kliatchko, J. (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), 7-34.
Kieser, A., & Koch, U. (2008). Bounded rationality and organizational learning based on rule changes. Management Learning, 39(3), 329-347. doi: 10.1177/1350507608090880
Kitchen, P., & Burgmann, I. (2010). Integrated marketing communication. In Sheth, J. and Malhotra, N. (Eds.), Wiley International Encyclopedia of Marketing. John Wiley Online Library. doi:10.1002/ 9781444316568.wiem04001
Lawrence, P. & Lorsch, J. (1967). Differentiation and integration in complex organizations. Administrative Science Quarterly, 12, 1-47. Retrieved from http://dx.doi.org/10.2307/2391211
Lekmat, L., & Chelliah, J. (2014). What are the antecedents to creating sustainable corporate entrepreneurship in Thailand? Contemporary Management Research, 10(3), 181-202.
Luangsakdapich, R., Jhundra-indra, P., & Muenthaisong, K. (2015). A conceptual model of customer service flexibility strategy and service performance. In Allied Academies International Conference. Academy of Marketing Studies, 20(2), 55-75. Retrieved from https://www.alliedacademies.org/pdfs/AMS_ Proceedings_Fall_2015.pdf
Luo, Y. (2001). Determinants of local responsiveness: Perspectives from foreign subsidiaries in an emerging market. Journal of Management, 27(4), 451-477.
Luthans, F. (1976). Introduction to management: A contingency approach. New York, NY: McGraw-Hill.
Luxton, S., Reid, M., & Mavondo, F. (2
015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.
Mao, H., Liu, S., Zhang, J., & Deng, Z. (2016). Information technology resource, knowledge management capability, and competitive advantage: the moderating role of resource commitment. International Journal of Information Management, 36(6), 1062-1074.
Meesuptong, J., Jhundra-indra, P., & Raksong, S. (2014). Strategic marketing creativity and marketing profitability: A conceptual model. International Journal of Business Research, 14(4), 7-26. doi:10.18374/ijbr-14-4.1
Murray, J., Gao, G., & Kotabe, M. (2011). Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages. Journal of the Academy of Marketing Science, 39(2), 252-269. doi: 10.1007/s11747-010-0195-4
O’Connor, G., & Veryzer, R. (2001). The nature of market visioning for technology-based radical innovation. Journal of Product Innovation Management, 18(4), 231-246. Retrieved from https://doi.org/10.1111/ 1540-5885.1840231
O'Leary, R., & Bingham, L. (Eds.). (2009). The collaborative public manager: New ideas for the twenty-first century. Georgetown University Press.
O’Reilly, C., & Tushman, M. (2008). Ambidexterity as a dynamic capability: Resolving the innovator's dilemma. Research in Organizational Behavior, 28, 185-206.
Percy, A. (2014). Re-integrating academic development and academic language and learning: A call to reason. Higher Education Research & Development, 33(6), 1194-1207.
Pickton, D., & Broderick, A. (2001). Integrated marketing communications. Harlow, UK: Financial Times/ Prentice Hall.
Porter, M. E. (1981). The contributions of industrial organization to strategic management. Academy of Management Review, 6(4), 609-620.
Praude, V., and Bormane, S. (2014). Influence of marketIng communications on the processes of consumers’ decisions. Regional Formation and Development Studies, 7(2), 110-124.
Pungboonpanich, P., & Ussahawanitchakit, P. (2010). Effects of strategic budgetary collaboration on competitive advantage and organizational success: Evidence from food manufacturing businesses in Thailand. Journal of International Management Studies, 10(3), 79-104. Retrieved from https://onedrive.live. com/?authkey=%21AGCVberO3tjRFcQ&cid=68D745421C578886&id=68D745421C578886%21389&parId=68D745421C578886%21236&o=OneUp
Ravichandran, T., & Lertwongsatien, C. (2005). Effect of information systems resources and capabilities on firm performance: A resource-based perspective. Journal of Management Information Systems, 21(4), 237-276. Retrieved from https://doi.org/10.1080/07421222.2005.11045820
Reid, M. (2005). Performance auditing of integrated marketing communication (IMC) actions and outcomes. Journal of Advertising, 34(4), 41-54.
Ren, S., Chan, H., & Ram, P. (2016). A Comparative Study on Fashion Demand Forecasting Models with Multiple Sources of Uncertainty. Annals of Operations Research, 257(1), 335-355. doi: 10.1007/s10479-016-2204-6
Schultz, D. (2004). IMC receives more appropriate definition. Marketing News, 8-9. Retrieved from file:///C:/ Users/relsec/Downloads/14348461.pdf
Schultz, D., & Kitchen, P. (2000). A response to ‘Theoretical concept or management fashion’. Journal of Advertising Research, 40(5), 17-21.
Shenhar, A. J. (2001). One size does not fit all projects: Exploring classical contingency domains. Management Science, 47(3), 394-414.
Slater, S. F., Olson, E. M., & Finnegan, C. (2011). Business strategy, marketing organization culture, and performance. Marketing Letters, 22(3), 227-242. doi: 10.1007/s11002-010-9122-1
Smith, T. M., Gopalakrishna, S., & Chatterjee, R. (2006). A three-stage model of integrated marketing communications at the marketing–sales interface. Journal of Marketing Research, 43(4), 564-579.
Song, M., Droge, C., Hanvanich, S., & Calantone, R. (2005). Marketing and technology resource complementarity: An analysis of their interaction effect in two environmental contexts. Strategic Management Journal, 26(3), 259-276.
Sriboonlue, P., Ussahawanitchakit, P., & Raksong, S. (2015). Strategic innovation capability and firm sustainability: Evidence from auto parts businesses in Thailand. AU-GSB e-JOURNAL, 8(1), 61-75.
Tungbunyasiri, S., (2014). Strategic Brand Orientation and Marketing Survival: An Empirical Investigation of Cosmetic Businesses in Thailand (Doctoral dissertation). Retrieved from http://khoon.msu.ac.th/auth/ reader/web/index.php?pdf=%2Ffulltextman%2Ffull4%2FSUPACHAI9580%2Ftitlepage.pdf&refid=
Watchravesringkan, K., Karpova, E., Hodges, N., & Copeland, R. (2010). The competitive position of Thailand's apparel industry: Challenges and opportunities for globalization. Journal of Fashion Marketing and Management: An International Journal, 14(4), 576-597. doi:10.1108/13612021011081751.