RT Journal Article
SR Electronic
T1 Conceptualization and Measurement of Multidimensionality of Integrated Marketing Communications
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 222
OP 236
DO 10.2501/S0021849907070274
VO 47
IS 3
A1 Dong Hwan Lee
A1 Chan Wook Park
YR 2007
UL http://www.journalofadvertisingresearch.com/content/47/3/222.abstract
AB This study presents a four-dimensional conceptualization of integrated marketing communications (IMC) and empirically develops its measurement instrument. The four dimensions not only encompass important IMC activities identified in previous studies, but also include a newly identified dimension, relationship-fostering communications with existing customers. A comprehensive yet parsimonious 18-item scale, measuring important activities of each of the four dimensions, was empirically developed. Rigorous methodological guidelines were followed, including systematic steps of field interviews, refinement, purification, and an empirical validation with a large-scale survey with IMC practitioners and researchers in South Korea. The measurement instrument exhibits stable reliabilities and robust validity.