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

Melewar, T. C.; Foroudi, Pantea; Gupta, Suraksha; … - In: European journal of marketing : EJM 51 (2017) 3, pp. 572-604

Persistent link: https://www.econbiz.de/10011698245

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

Melewar, T.C.; Foroudi, Pantea; Gupta, Suraksha; … - In: European Journal of Marketing 51 (2017) 3, pp. 572-604

then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using … strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and … important for organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and …

Persistent link: https://www.econbiz.de/10014724178

Social facts and ethical hardware: Ethics in the value proposition

Graham Spickett‐Jones, J.; Kitchen, Philip J.; Reast, … - In: Journal of Communication Management 8 (2004) 1, pp. 68-82

Providing a framework for integrating aspects of externally directed corporate and marketing communication efforts, this paper makes a case for the communication of positive and credible ethical values as a potentially critical component in communications strategy and sustainable competitive...

Persistent link: https://www.econbiz.de/10014850746

Building brand equity: the genetic coding of Mediterranean brands

Cuomo, Maria Teresa; Metallo, Gerardo; Tortora, Debora; … - In: EuroMed Journal of Business 4 (2009) 3, pp. 237-253

Purpose – The purpose of this paper is to stimulate reflection on the concept of Mediterranean brands, to map and qualify their specific genetic make up and their influence on brand equity. Design/methodology/approach – From an overview of the available literature and using the brand...

Persistent link: https://www.econbiz.de/10014729650

Brand equity and brand vulnerability

Eagle, Lynne; Kitchen, Philip J.; Rose, Lawrence; … - In: European Journal of Marketing 37 (2003) 10, pp. 1332-1349

Brand equity has received significant academic attention since the mid‐1990s. This has been driven partly by changes in international accounting standards as they relate to the reporting of the financial value of intangible assets. A more prominent driver concerns the impact of marketing, and...

Persistent link: https://www.econbiz.de/10014722118

Brand sickness and health following major product withdrawals

Eagle, Lynne; Hawkins, Jacinta; Kitchen, Philip J.; … - In: Journal of Product & Brand Management 14 (2005) 5, pp. 310-321

examine the impact on sales levels and both brand and category loyalty of a major product confidence crisis. Sets out to deal … perceptions of the sector after the recall event. Findings – The substantial impact on both category and brand loyalty in the face …

Persistent link: https://www.econbiz.de/10014895868