Influences of Integrated Marketing Communication on Brand Equity and Sustainable Competitive Advantage: Evidence from Thai Listed Companies

Penpak Rattanangam

Authors

Penpak Rattanangam Faculty of Management Sciences and Information Technology, Nakhon Phanom University

Keywords:

integrated marketing communication, brand equity, competitive advantage, resource-based view

Abstract

In highly competitive and digitalized markets, firms increasingly rely on intangible resources for long-term competitiveness, yet empirical evidence on the role of integrated marketing communication (IMC) among Thai listed companies remains limited. Based on the resource-based view, this study investigates the influence of IMC on brand equity and sustainable competitive advantage among companies listed on the Stock Exchange of Thailand. Data were collected through a structured questionnaire survey administered to senior marketing executives (N=933). A total of 278 valid responses from listed companies were obtained and analyzed using multiple regression analysis. The results indicate that IMC dimensions—advertising, sales promotion, public relations, direct marketing, social media marketing, and digital media marketing—positively and significantly enhance brand equity. Five of the six dimensions, excluding advertising, also demonstrate significant positive effects on sustainable competitive advantage. Furthermore, brand equity exerts a strong positive influence on sustainable competitive advantage. This study extends the resource-based view by demonstrating that IMC functions as a strategic capability that develops valuable intangible resources, particularly brand equity. The findings also provide practical guidance for managers in designing integrated communication strategies to enhance long-term competitiveness.

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