Explaining the Antecedent Role of Strategic Orientations in the Development of Integrated Marketing Communications and Brand Performance

Drawing on the Resource-based view, this research investigated how a company’s integrated marketing communications as a capability is influenced by the strategic orientations. Further, the research examined how an IMC capability influences brand performance. Data were collected using standardized questionnaire that its validity and reliability was approved using experts comments and Cronbach's alpha coefficient and composite reliability, respectively. Based on survey data from 368 senior managers of small and medium-sized businesses active in the country's food industry in 2016 (the first half of 1395 AH), this paper applied structural equation modeling using SmartPLS2 software to assess hypothesized relationships. The results of this study showed that learning orientation directly affects entrepreneurial orientation and market orientation, and through market orientation and brand orientation affects the capability of integrated marketing communications. Also, the findings suggest that although integrated marketing communications capability is directly affected by market and brand orientation, all strategic orientations are complementary and thus cannot stand alone. In addition, in order to benefit from organizational strategic orientations to improve brand performance, the development of integrated marketing communications capability is important.