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Journal of Asia Business Studies, vol. 18 no. 5
Type: Research Article
ISSN: 1558-7894

Available. Open Access. Open Access
Article
Publication date: 10 April 2017

T.C. Melewar, Pantea Foroudi, Suraksha Gupta, Philip J. Kitchen and Mohammad M. Foroudi

This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational…

41178

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.

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European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 25 September 2017

Abstract

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Multinational Enterprises and Sustainable Development
Type: Book
ISBN: 978-1-78743-163-8

Available. Content available
Article
Publication date: 11 December 2020

Pantea Foroudi, Charles Dennis, Dimitris Stylidis and T.C. Melewar

599

Abstract

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Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 13 June 2008

Ross Brennan

404

Abstract

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Marketing Intelligence & Planning, vol. 26 no. 4
Type: Research Article
ISSN: 0263-4503

Available. Content available
62

Abstract

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International Marketing Review, vol. 30 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 11 April 2016

Charles Dennis, T C Melewar and Chiara Mauri

609

Abstract

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Qualitative Market Research: An International Journal, vol. 19 no. 2
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 22 March 2013

Naresh Malhotra and Satyabhusan Dash

687

Abstract

Details

Marketing Intelligence & Planning, vol. 31 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 26 October 2012

345

Abstract

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International Marketing Review, vol. 29 no. 6
Type: Research Article
ISSN: 0265-1335

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Abstract

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Qualitative Market Research: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1352-2752

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