IMC, its antecedents and brand performance

This paper examines the relationship between Integrated Marketing Communication (IMC), Market Orientation (MO), Learning Orientation (LO), Brand Orientation (BO) and brand performance. It is proposed that there is a significant positive relationship between these constructs, with MO, LO and BO considered necessary conditions for successful IMC. It is proposed that BO is the implementation of market and learning orientation at a business unit level, whilst IMC is the implementation of the MO, LO and BO concepts in the context of developing and implementing external communication. The findings from a study of 187 organisations are presented which support this proposition. It is concluded that IMC, MO, LO and BO are interdependent constructs that have an important strategic role to play in maximising brand performance. These findings make an important research contribution, and serve to reinforce the value of supporting the IMC construct.