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

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.

Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention

“…Significant attention has been devoted to this subject. Consumers prefer the products corresponding with their image, and they express their personality or characteristics through the products corresponding with their self-image (Foroudi et al, 2017;Sirgy, 1982). When the consumers perceive that the brand is of high quality, they have increasing fondness and associate with the brand and consequently, the formation of loyalty increases.…”

The value and significance of corporate community relations: an Italian SME perspective

“…In fact, district firms behave responsibly towards the stakeholders within their districts -local community -because they have a special relationship with the territory. Although the survey shows that SMEs implement different CCR activities, they are not necessarily able to communicate them effectively (Melewar et al, 2017). This is not, however, For example, SME's do not update their web sites frequently.…”

“…Thus, a primary obstacle for SME's is lack of clarity regarding how CCR should be structured and indeed the expectations participants may have of related outcomes (Foroudi et al, 2017;Melewar et al, 2017). We were intrigued by another research finding, i.e.…”

The role of physical metaphors for decision-making in integrated corporate communication

“…Considering the fact that communications can provide information to create points-of-difference that otherwise would not be possible, this debate took a further step forward when it became clear that integration in communications management involves all company communications to develop relationships with all the stakeholders and so is not just limited to marketing communications (Morgan and Hunt, 1994;Grönroos, 1997;Payne et al, 2005;Spotts and Weinberger, 2010;Ots and Nyilasy, 2015;Melewar et al, 2017). The distinction between the marketing communication mix and the corporate communication mix should therefore be considered with this in mind.…”

“…Within the holistic vision synergies are achieved through the right combination of different techniques and means (channels) of communication and branding (Naik and Raman, 2003; Luxtun et al, 2015). In the search for synergies, an excessive amount of attention on technical/operational aspects means there is a risk of underestimating or disregarding how closely they are linked to company identity and strategy (Melewar et al, 2017). Indeed, one of most common mistakes is to consider integrated communication exclusively as a tactical activity (Cornelissen et al, 2001) and as a task to delegate to communications practitioners alone.…”