Foroudi, P, Suraksha, G, Kitchen, PJ ORCID: https://orcid.org/0000-0002-3128-9527, Melewar, TC and Foroudi, M
2017,
'Integrating identity, strategy and communications for trust, loyalty and commitment'
, European Journal of Marketing, 51 (3)
, pp. 572-604.
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Abstract
Purpose – This paper operationalizes and juxtaposes variables related to identity, strategy and communications and then examines the impact of such integration on organizational stakeholders’ trust, loyalty and commitment by employing commitment/trust theory. Design/methodology/approach – This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships. Findings – The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment. Originality/value – The paper shows that while practitioners have indicated that integrated marketing communication is important for organizations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. We empirically examined relationships between these constructs by validating a conceptual model employing SEM.
Item Type: | Article |
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Schools: | Schools > Salford Business School > Salford Business School Research Centre |
Journal or Publication Title: | European Journal of Marketing |
Publisher: | Emerald |
ISSN: | 0309-0566 |
Related URLs: | |
Funders: | Non funded research |
Depositing User: | Prof PJ Kitchen |
Date Deposited: | 09 Jun 2016 08:43 |
Last Modified: | 15 Feb 2022 20:52 |
URI: | http://usir.salford.ac.uk/id/eprint/39130 |
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