The Development of an Integrated Corporate Communication Scale: Validation and Reliability Assessment

This paper aims to conceptualise Integrated Corporate Communication (ICC) as a multidimensional concept and to develop and validate a scale for its measurement. Based on an extensive literature review and a Delphi study, ICC is defined, four dimensions are identified (namely, tactical consistency, interactivity, stakeholder-centred strategic focus and organisational alignment) and a 25-item scale is developed. To test the proposed scale, data were collected via an online questionnaire survey to top managers in the Spanish tourism industry. The findings proved the reliability and validity of the proposed ICC scale, providing a valuable instrument for future research.