A study on the development of multi-item scales for IMC construct
Chan Wook Park, Ph.D.
Associated Professor
School of Management
Kyunghee University
Compared to the increasing attention to and importance of IMC implementation, the studies on the underlying dimensions of IMC are very scarce. The main purpose of this study is two-fold. First, to confirm and identify the multi-dimensionality of IMC construct. Second, to develop the multi-item scale to measure the extent to which IMC is implemented in the corporation. By reviewing the previous studies and the general trend in marketing strategy, three general dimensions in IMC emerged : consistent message delivery, differentiated communications according the target audience and the purchase decision stages, and action-oriented individual communications to develope the long term relationships with the customers.
After the initial development of the scales, the extensive interviews with the marketers and IMC experts were conducted to purify the scales developed. Finally, by analysing the data collected from the 155 marketers, this study found that the degree of IMC implementation can be measured by four dimensions : integrated management of brand image, diversity of market segmentation, action-oriented communication activity based on the customer database, and the enhancement of relationships with current customers. The reliability and validity were also statistically examined.
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