Lucía Porcu

Discovering prominent themes in integrated marketing communication research from 1991 to 2012: a co-word analytic approach

Francisco Muñoz‐Leiva, Lucía Porcu, Salvador del Barrio‐García · International Journal of Advertising · 2015 · 107 citations

Business, Marketing, Marketing Management +8

Measuring integrated marketing communication by taking a broad organisational approach

Lucía Porcu, Salvador del Barrio‐García, Philip J. Kitchen · European Journal of Marketing · 2017 · 88 citations · Full text

Management, Marketing, Marketing Management +12

The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine

Mahmoud M. Yasin, Francisco Liébana‐Cabanillas, Lucía Porcu et al. · Journal of Retailing and Consumer Services · 2019 · 79 citations · Full text

Business, Marketing, Marketing Management +16

Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry

Lucía Porcu, Salvador del Barrio‐García, Juan Miguel Alcántara‐Pilar et al. · International Journal of Hospitality Management · 2019 · 74 citations · Full text

Management, Marketing, Marketing Management +16

The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance

Lucía Porcu, Salvador del Barrio‐García, Philip J. Kitchen et al. · Journal of Business Research · 2019 · 72 citations · Full text

Business, Marketing, Marketing Management +16