Table 8.
f
2
effect sizes
Construct
TFL
TAL
IMC
CE
BMP
FP
Transformational leadership (TFL)
0.038
Transactional leadership (TAL)
0.152
Integrated marketing communication (IMC)
0.614
0.088
0.009
Campaign effectiveness (CE)
0.359
0.006
Brand market performance (BMP)
0.151
Note.
FP, financial performance.