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

Foroudi, P; Suraksha, G; Kitchen, PJ; Melewar, TC; Foroudi, M

Abstract

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/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 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.

Citation

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

• Journal Article Type: Article
• Acceptance Date: May 5, 2016
• Online Publication Date: Apr 10, 2017
• Publication Date: Apr 10, 2017
• Deposit Date: Jun 9, 2016
• Publicly Available Date: Apr 21, 2017
• Journal: European Journal of Marketing
• Print ISSN: 0309-0566
• Publisher: Emerald
• Volume: 51
• Issue: 3
• Pages: 572-604
• DOI: https://doi.org/10.1108/EJM-08-2015-0616
• Publisher URL: http://dx.doi.org/10.1108/EJM-08-2015-0616
• Related Public URLs: http://www.emeraldinsight.com/loi/ejm