Authors
TC Melewar, Pantea Foroudi, Suraksha Gupta, Philip J Kitchen, Mohammad M Foroudi
Publication date
2017/4/10
Journal
European Journal of Marketing
Volume
51
Issue
3
Pages
572-604
Publisher
Emerald Publishing Limited
Description
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.
Scholar articles
TC Melewar, P Foroudi, S Gupta, PJ Kitchen… - European Journal of Marketing, 2017