Integrating identity, strategy and communications for trust, loyalty and commitment

Melewar, T. C., Foroudi, Pantea ORCID logoORCID:, Gupta, Suraksha, Kitchen, Philip J. and Foroudi, Mohammad M. (2017) Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing, 51 (3) . pp. 572-604. ISSN 0309-0566 [Article] (doi:10.1108/EJM-08-2015-0616)

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Purpose – This paper operationalize and juxtaposes variables related to identity, strategy and communications and then focuses on the impact of such integration on organizational stakeholders’ trust, loyalty and commitment.

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 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
Keywords (uncontrolled): Identity, Strategy, Communications, Trust, Loyalty, Commitment
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 19787
Notes on copyright: Final Accepted Version: This is the accepted version of the manuscript "T.C. Melewar, Pantea Foroudi, Suraksha Gupta, Philip J. Kitchen, Mohammad M. Foroudi, (2017) "Integrating identity, strategy and communications for trust, loyalty and commitment", European Journal of Marketing, Vol. 51 Issue: 3, pp.572-604", published in the journal "European Journal of Marketing" available via the journal site at:
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Depositing User: Pantea Foroudi
Date Deposited: 06 May 2016 10:32
Last Modified: 29 Nov 2022 20:59

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