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Developing corporate communications : insights from the Italian scenario (2020)
Journal Article
Palazzo, M., Foroudi, P., Kitchen, P., & Siano, A. (2020). Developing corporate communications : insights from the Italian scenario. Qualitative Market Research: An International Journal, 23(3), 407-426. https://doi.org/10.1108/QMR-12-2017-0185

Purpose - Based on managerial perceptions from large firms, this paper explores the emergence,
growth and importance of corporate communications and how it is evolving and creating competitive
advantage for Italian firms.
Design/methodology/appro... Read More about Developing corporate communications : insights from the Italian scenario.

Uncovering psychological gratifications affecting social media utilization : a multiblock hierarchical analysis (2018)
Journal Article
Zolkepli, I., Kamarulzaman, Y., & Kitchen, P. (2018). Uncovering psychological gratifications affecting social media utilization : a multiblock hierarchical analysis. Journal of Marketing Theory and Practice, 26(4), 412-430. https://doi.org/10.1080/10696679.2018.1489730

The purpose of this study is to examine internet users’ experience and gratifications of social media, which affect the utilization of the medium. The research model was developed in hierarchical multiblock, which consists of three key psychological... Read More about Uncovering psychological gratifications affecting social media utilization : a multiblock hierarchical analysis.

Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking (2018)
Journal Article
Proctor, T., & Kitchen, P. (2019). Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking. Journal of Strategic Marketing, 27(5), 373-387. https://doi.org/10.1080/0965254x.2018.1430059

The paper examines the use of advertising and celebrity endorsement in promoting wristwatches from the beginning of the 20th century up until today. It shows a progression from simple informational advertisements stressing the technical, aesthetic an... Read More about Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking.

Measuring integrated marketing communication by taking a broad organisational approach : the firm-wide IMC scale (2017)
Journal Article
communication by taking a broad organisational approach : the firm-wide IMC scale. European Journal of Marketing, 51(3), 692-718. https://doi.org/10.1108/EJM-08-2015-0587

Purpose – The purpose of this research is twofold: first, to conceptualise integrated marketing
communication (IMC) by adopting a more inclusive and broader organisational perspective, and second, to
empirically develop and validate a new measureme... Read More about Measuring integrated marketing communication by taking a broad organisational approach : the firm-wide IMC scale.

Integrating identity, strategy and communications for trust, loyalty and commitment (2017)
Journal Article
Foroudi, P., Suraksha, G., Kitchen, P., Melewar, T., & Foroudi, M. (2017). Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing, 51(3), 572-604. https://doi.org/10.1108/EJM-08-2015-0616

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/tr... Read More about Integrating identity, strategy and communications for trust, loyalty and commitment.

IMC antecedents and the consequences of planned brand identity in Higher Education (2017)
Journal Article
Foroudi, P., Dinnie, K., Kitchen, P., Melewar, T., & Foroudi, M. (2017). IMC antecedents and the consequences of planned brand identity in Higher Education. European Journal of Marketing, 51(3), 528-550. https://doi.org/10.1108/EJM-08-2015-0527

Purpose – This study identifies the IMC antecedents and consequences of brand awareness, image, reputation and identification in the context of higher education, and empirically tests a number of hypotheses related to the aforementioned constructs.... Read More about IMC antecedents and the consequences of planned brand identity in Higher Education.

Brickbats and bouquets for marketing (2016)
Journal Article
Kitchen, P., & Sheth, J. (2016). Brickbats and bouquets for marketing. European Journal of Marketing, 50(11), 1906-1923. https://doi.org/10.1108/EJM-09-2016-0530

Purpose


The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for mark... Read More about Brickbats and bouquets for marketing.

Self or simulacra of online reviews : an empirical perspective (2016)
Journal Article
Singh, V., Nishant, R., & Kitchen, P. (2016). Self or simulacra of online reviews : an empirical perspective. Psychology and Marketing, 33(12), 1112-1118. https://doi.org/10.1002/mar.20946

Online user-generated content (UGC) includes various forms of computer-mediated online reviews, ratings, and feedback. The impact of online consumer reviews has been widely studied particularly in e-commerce, online marketing, and consumer behavior d... Read More about Self or simulacra of online reviews : an empirical perspective.