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Lookup NU author(s): Professor Suraksha Gupta
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
PurposeThis 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/approachThis 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.FindingsThe results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment.Originality/valueThe 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.
Author(s): Melewar TC, Foroudi P, Gupta S, Kitchen PJ, Foroudi M
Publication type: Article
Publication status: Published
Journal: European Journal of Marketing
Year: 2017
Volume: 51
Issue: 3
Pages: 572-604
Online publication date: 05/05/2016
Acceptance date: 05/05/2016
Date deposited: 11/07/2017
ISSN (print): 0309-0566
ISSN (electronic): 1758-7123
Publisher: Emerald Publishing Limited
URL: https://doi.org/10.1108/EJM-08-2015-0616
DOI: 10.1108/EJM-08-2015-0616
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