Please use this identifier to cite or link to this item:
http://bura.brunel.ac.uk/handle/2438/20170
Title: | Integrating identity, strategy and communications for trust, loyalty and commitment |
Authors: | Melewar, TC Foroudi, Pantea Gupta, Suraksha Kitchen, Philip J. Foroudi, Mohammad M. |
Keywords: | communications;commitment;loyalty;strategy;identity |
Issue Date: | 10-Apr-2017 |
Publisher: | Emerald |
Citation: | European Journal of Marketing, 2017, 51 (3), pp. 572 - 604 |
Abstract: | Purpose – This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using 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 organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. This paper empirically examined relationships between these constructs by validating a conceptual model by using SEM. Keywords Communications, Commitment, Loyalty, Strategy, Identity, Trust Paper type Research paper. |
URI: | http://bura.brunel.ac.uk/handle/2438/20170 |
DOI: | http://dx.doi.org/10.1108/ejm-08-2015-0616 |
ISSN: | 0309-0566 http://dx.doi.org/10.1108/ejm-08-2015-0616 |
Appears in Collections: | Brunel Business School Research Papers |
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