...T.C. Melewar; Pantea Foroudi; Suraksha Gupta; Philip J. Kitchen; Mohammad M. Foroudi 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...

...Sally Dibb and Marylyn Carrigan; Andrew Lindridge; Susan MacAskill; Wendy Gnich; Douglas Eadie; Ingrid Holme Purpose – By applying ecological models of health behaviour to marketing communications to achieve behaviour change, this paper aims to illustrate the importance of taking into account...

... representatives and consumers. Findings The findings demonstrate how ambiguous communications minimize tension between stakeholders. One form of ambiguous message strategy is identified – i.e. the deliberate use of “authenticity” as a positioning device. This positioning allows stakeholders to ascribe...

.../value The paper developed a WOM model that incorporates these additional themes and provides a basis for future quantitative research into WOM. © Emerald Group Publishing Limited 2007 Marketing strategy Communications Consumer behaviour Competitive strategy Organizations recognize...

... extensive. Originality/value This research adds value by extending understanding of the issues of adaptation and standardization on the web in general, and by B2C e‐commerce firms in particular. According to Hall (1976 p. 91) : … a high context communication or message is one in which most...

... to draw upon it that is the major focus of this paper. Marketing activity in business and commerce is essentially the laboratory for the academic researcher. The benefit for any firm co‐operating in academic research depends upon communication of the results. Experience shows that failure to do so...

... some future research issues related to CRM‐leveraging of sponsorship. © MCB UP Limited 2001 Sponsorship Cause marketing Leverage Communications Sponsorship programs of various descriptions are of increasing importance in the marketing activities of firms around the world (Bird...

... of customer satisfaction on three criterion variables (decision to stay with the existing service provider, engagement in word‐of‐mouth communications, and intentions to switch service providers). Implications for practice, study limitations, and directions for future research are discussed. © MCB UP...

...A. Lievens; R.K. Moenaert Reports on research concerning the role and nature of communication during the innovation process of new financial services. A causal framework has been developed on the antecedent role of communication in financial service innovation and its impact on success. Project...

... Communications Consumer behaviour Consumer marketing Internet Narratives Postmodernism The Internet and other online multiple or multi‐user domains (MUDs), such as online games and discussion groups (Stone, 1996; Turkle, 1995), are regarded as “a set of services to be consumed” (Fischer et al...

... by suggesting that the political role of communications professionals may be about to change, with the advent of a new generation of politicians, apparently more at ease with the political uses of market research and public relations. Communications Marketing Promotion Political parties United Kingdom...

... effectiveness Communications Marketing Research There is growing recognition of consumers′ advertising sophistication and the complexity of the relationship between advertisements and their audience. In this context, various practitioners and academics have argued that research should address what...

...Jonathan S. Swift Examines the role of foreign language ability in international marketing. Suggests that the importance of language is more than much recent language‐oriented literature would have us believe. Looks at how and why language can become a barrier to communication, and then details...

..., as a discipline, can help other scholars interpret the events they study is described. Advertising Communications History Marketing The Positioning of Good News: The Christian Gospels as The Christian Gospels as Marketing Marketing Communications Communications by A. H. Walle School of Business...

...Marc G. Weinberger Negativity in marketing communication is a dangerous phenomenon that is the antithesis of the goal of public relations and advertising. Despite its increased prominence in the marketplace, the literature has barely given notice to negative communications. This article presents...

...Peter Hammann The strength of personal selling lies in the fact that it allows for communicative interchange, a process more subtle but, at the same time, more hazardous than classical methods such as advertising, which rely on one‐way communication. In terms of efficiency, communicative...

... among those outside it, rests in the hands of top management. – and how can this be ignored? © MCB UP Limited 1977 Corporate image Communications Companies Questionnaires Nurturing Corporate Images total communication or ego trip? by Dr. Sherril H. Kennedy Dr. Kennedy is Joint Director...

... that the industrial communications practitioner receives much less planning guidance than his consumer‐based counterpart. States current research is founded on the belief that a theory of communication appropriate to industrial buying must take on 6 main points – these are itemised and discussed. Discusses research...

...G. A. Lancaster; M. White Provides a comprehensive and critical analysis of work done in the field of industrial diffusion, adoption and communication. Suggests that work done in the diffusion of industrial markets is a slow process, and highlights the problems of conditional and causal‐factors...

...L.J. McCarney Focuses attention on basic problems of marketing communications regarding housewives' changing attitudes to synthetic meats and other food‐based innovations. Posits that much development is being done in Europe, the USA and other areas of the world, to try to produce high‐protein...