Philip J. Kitchen

Verified

Philip verified their affiliation via an institutional email.

Learn more

Verified

Philip verified their affiliation via an institutional email.

Learn more

• PhD, MBSc, MSc, BA
• Full Professor at ICN Business School

The paper investigates the challenges for effectively communicating corporate Environmental, Social, and Governance (ESG) initiatives on social media. As stakeholder expectations regarding ESG transparency increase, it has become critical to communicate these efforts to various stakeholders, including investors, consumers, employees, and regulators...

Purpose Extant research indicates that fear of missing out (FoMO) caused by the negative influence of media and word-of-mouth (WOM) leads to panic buying and generates a negative impact on consumer well-being. However, the mechanism that can minimise or abort this impact remains understudied. Therefore, in this study, we examine how consumer self-r...

Purpose Via the lens of the ego-depletion phenomenon (Baumeister et al ., 1998) and Higgins' (1998) regulatory focus theory, this paper seeks to explain why current controlled communications are failing to achieve coherence between people's free will and their actions pursuing sustainable goals in a society. This paper explains how ego-depletion tr...

Purpose This study aims to investigate how marketing communication (MC) and nascent corporate communication (CC) strategies are juxtaposed in the small- and medium-sized enterprise (SME) setting. Design/methodology/approach A qualitative research method based on a multiple case study approach is elaborated in a South-East Asian emerging economy....

This paper explains how people’s ego-depletion triggered by controlled communications often leads to confusion and decision fatigue, thus potentially sabotaging long-term engagement and participation in sustainable behavior in a more genuine and sustained ways. It is argued that - that due to ego-depletion (Baumeister et al., 1998), individuals sim...

Purpose This study aims to formulate a new framework for identifying deception in consumer reviews through the lens of interpersonal deception theory (IDT) and the persuasion knowledge model (PKM). It evaluates variables contributing to consumer intentions to purchase after reading deceptive reviews and proposes deception identification cues to be...

The key words in this chapter are transition and transitioning, moving from where a brand, firm, or business is now to where it needs to be or would like to be in the future. Yes, we can use building blocks, and these are set into a global context and are described here as digitalization, information technology, intellectual property, and communica...

Here, we provide a full example of how the ROCI investment and measurement process works along with a hypothetical example. We illustrate our measurement process through a basic spreadsheet approach. An important part of this process is that it can be used either to calculate the actual return or to estimate in advance what the return might be usin...

Our answer is naturally the latter, but getting to the answer is more difficult than one would suppose. Undoubtedly, integrated marketing communication (IMC) is the essence of communication. It is impossible to understand marketing without the need for communication. As argued earlier, the brand—at least at this point in time—is the best psychologi...

Using the nine elements or overview from the previous chapter in developing an integrated global marketing communication (IGMC) strategy, we now attempt to “put some meat on the bones” of the eight-step planning process. Here we work through the process using a template that gives the necessary detail to develop an effective strategy and, more impo...

Here we outline what we believe to be nine critical competencies for developing integrated global marketing communicat (IGMC) programs. None are easy. All are dependent upon understanding the dynamics of served markets—wherever and whatever they may be, whether online, offline, or both. Such competencies in our view are not easily acquired. We do n...

This chapter considers and summarizes changes that have taken place over the past decades, during which integrated marketing communications have made huge inroads in terms of academic usage and business practice. We also outline changes incorporated into the book itself drawing upon published work by one of the authors. We also consider and ask que...

The global marketplace influences so many other marketing decisions, whether or not a business wishes to engage in such a marketplace or not. We define what we mean by the global marketplace and its dynamic driving forces. The requirements for a business to compete are envisioned and operationalized. In this fierce highly competitive and furnace-li...

While the future of integrated marketing communications (IMC) or integrated global marketing communication (IGMC) or some other form of words or acronyms seems inevitable, there are still barriers in the way of progress. Here we identify nine such barriers at the time of writing. These are predicate upon the acknowledgment of senior managements in...

Here we outline ten factors that seem to lie at the nexus of marketing strategy: objective, initiative, concentration, economy of resources, maneuver, unity of command, coordination, surprise, simplicity, and flexibility. All can be used to plan and initiate integrated marketing communications campaigns. However, while essential, any redevelopment,...

As illustrated in the pages of this book, the organization need to adopt and utilize new models and processes is inescapable and will continue into the future. Here, we illustrate primary drivers of integrated global marketing communication and show how these drivers operate from an agency perspective. Agencies servicing client needs are commonly a...

No one chapter can fully describe this huge topic as it is worthy of a book or thesis on its own. Hence, its basic parameters are touched upon lightly here. Undoubtedly, home segments of demand exist within disparate global markets. As envisioned by Levitt and others, a global market has materialized; however, it may be distorted albeit in what we...

The Duality of Boris Johnson’s Political Brand Identity

We are grateful to Professor Lucia Porcu who has generously provided this chapter at our request. It is not a euphemism to use such words as “the quest for the holy grail” as part of the chapter title. Indeed, such a subject has bedevilled and perplexed marketers and market researchers for decades and will likely continue to do so until all element...

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the b...

Location based mobile applications (LBMA) are developing rapidly with the increasing adoption of smartphones. These applications advantage userś location to provide products or services based on information obtained from their smart devices. However, implementation and execution of these services may raise userś privacy concerns related to sensitiv...

With surfing debuting at the 2021 Tokyo Olympics (postponed from summer 2020 due to the COVID 19 global pandemic) it is timely to consider surfing and the national identifications women in Ireland may have with this sport. As Lee Bush states, ‘with so little scholarship on surfing women, descriptive studies are needed as a foundation for launching...

The digital revolution has transformed the communication landscape into a hybrid online-offline environment. Although increasing complexity does pose new challenges for practitioners and scholars, the literature also lacks theoretical and empirical analyses of managerial and organizational issues regarding online and offline integration within inte...

After a period of initial scepticism, luxury-branded companies now understand the necessity of integrating digital technologies into their marketing actions. Therefore, most luxury companies approach emerging digital tools commencing from communication strategies. The direct consequence is the adoption of social media such as blogs, applications (a...

Integrated marketing communications (IMC) are a core part of business success in the 21st century, but are facing exceptional challenges, some of which predate the devastation wrought by the COVID-19 pandemic. The various stages of IMC offer rich potential to enhance marketing techniques, harness the power of data analytics and build brand success....

Purpose A significant body of research has now been accumulated in the intercultural service encounter (ICSE) literature. However, no study to date has provided scholars and practitioners with a systematic review to map and better understand the ICSE domain. Design/methodology/approach To fill this gap, the authors systematically review and critic...

This study aims to (i) demonstrate the influence of two types of corporate culture (CC), namely collaborative and controlling, on firm-wide integrated marketing communication (IMC) implementation and (ii) examine the mediating role of IMC on the relationship between CC and brand performance (BP). Data were gathered via a self-administered online su...

p>Purpose: this paper aims to study the citations made in service failure literature and assesses the knowledge construction of this region of exploration to date. Design/methodology/approach: the bibliometric investigation assesses 416 service failure articles in business associated research. Multidimensional scaling is used to uncover the scope...

By drawing on social identity and stakeholders’ theories, this paper seeks to examine how universities co-create and manage their brand image and brand reputation through tapping into internal-stakeholders’ social network. This research utilises explanatory research design at the preliminary stage, and the subsequent model is examined via a positiv...

Purpose Despite increased emphasis on customer or market orientation over the past several decades, there is considerable evidence that many customer service practices have created a “Janus face” situation in which stated marketing philosophy often differs from practice. This paper aims to explore those issues in marketing practice. Design/methodo...

Purpose This paper aims to examine how customers encounter consumption-based evolution between mobile and offline platforms together with temporal and crossover effects. Counter to research on customer satisfaction theory, which shows that satisfaction directly affects loyalty, the authors show that when shopping between mobile and offline platform...

Purpose Based on the managerial perceptions from large firms, this paper aims to explore the emergence, growth and importance of corporate communications and how it is evolving and creating competitive advantage for Italian firms. Design/methodology/approach A qualitative approach is deployed, comprising in-depth interviews with senior managers fr...

Some scholars have emphasized the importance of food tourism in mature and certain emergent economies for growing consumption‐related products (e.g., wine, beer, rice, and tea) and attempts have been made to study tourism levers and threats in developing economies. However, to the best of our knowledge, little research has been conducted on the pot...

Purpose This study attempts to ascertain the essential dimensions and components of university brand image, including the cognitive attributes (service/educational quality) and affective attributes (corporate brand image) of the university. Design/methodology/approach The study develops, explores and presents a student-consumer behavioral response...

This paper conceptualises replication research as being one of the most needed areas of ongoing academic activity. Using George the Galapagos tortoise as a metaphor for the lack of replication research, it is argued that only by replicating research studies over time can solid theory be developed. For the most part, advertising and marketing commun...

Main Message This paper investigates the factors influencing mobile payment in China’s Bottom-of-the-Pyramid (BOP) market via in-depth interviews with mobile payment users in several geographic regions in China. Key Points This paper investigates factors influencing mobile payment adoption in the Bottom-of-Pyramid (BOP) context. The study result...

This study extends the conceptualization of corporate identity (CI), and develops a valid and reliable scale for the concept via multistage research design. After detailed literature review, key elements of CI in practice are clarified using 20 semi-structured interviews with senior managers in leading UK companies, followed by an online survey amo...

This paper investigates the relationship between Corporate Identity (CI) and CSR and describes how CI can underpin the development and implementation of CSR initiatives; thus helping to clarify how best to implement CSR in business practice. Empirical findings derived from interviews with senior executives in leading UK-based companies reveal the...

The Deepwater Horizon oil spill, also known as the British Petroleum (BP) oil spill, is considered the largest marine accident in the history of the industry. The 2010 incident in the Gulf of Mexico resulted in the killing of 11 crew members, posing serious health risks to thousands of people and creating massive damages to wildlife habitats and fi...

The purpose of this study is to examine internet users’ experience and gratifications of social media, which affect the utilization of the medium. The research model was developed in hierarchical multiblock, which consists of three key psychological components–personal, tension release, and social–that are derived from the Uses and Gratifications t...

The online image of an individual helps distinguish themselves through positioning of their online activities. This distinction helps individuals project themselves as brands. Online image development is supplemented by the global increase in internet penetration and usage which has increased exponentially. This global increase ensures that relativ...

The relationship between consumers and brands needs a thorough understanding of the means of developing a strong sense of bonding. This is true for political branding and marketing as well. Thus, one of the most effective means of developing this is the political brand image. Further, studies have found that found that voter assessments become nega...

The teaching of qualitative marketing research requires a systematic and robust toolbox. This toolbox should offer a comprehensive and systematic means of substantiating the insights of qualitative marketing analysis. This will only be possible when the respondent data, the propositions and the theoretical corpus can be analysed for logical consist...

This research investigates the impact of brand perception on brand loyalty and brand purchase intention using the lenses of complexity theory. First, the study conceptualizes and operationalizes perceptional and behavioral components of brand equity. It then examines the dimensions of brand perception, and by assessing the consequences of favorable...

* The paper examines the use of advertising and celebrity endorsement in promoting wristwatches from the beginning of the 20th century up until today. It shows a progression from simple informational advertisements stressing the technical, aesthetic and social appeals of the watches to more complex ones appealing to self-image and the use of celebr...

The paper examines the use of advertising and celebrity endorsement in promoting wristwatches from the beginning of the 20th century up until today. It shows a progression from simple informational advertisements stressing the technical, aesthetic and social appeals of the watches to more complex ones appealing to self-image and the use of celebrit...

Integrating corporate social responsibility into brand positioning strategies has become a key concept for the brand marketing of many companies. There is a wealth of studies focusing on the effects of CSR for large international brands and companies operating in business-to-consumer markets. However, there is only limited empirical evidence about...

Purpose The purpose of this paper is to investigate the link between community of place and small- and medium-sized enterprises (SMEs) in Lombard industrial districts in Italy. Design/methodology/approach A brief literature review of international authors from the stakeholder approach and Corporate Community Relations (CCRs) field is presented....

Purpose This paper aims to challenge singular definitions, measurements and applications of corporate reputation which tend to be reductionist. The authors rebuff such narrow representations of reputation by showing the multiplicity of reputation in the case of a global management consulting firm and demonstrate how it has sustained such reputation...

Purpose This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences. Design/methodology/approach A model of the IMC antecedents and conse...

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 pre...

This paper aims to challenge singular definitions, measurements and applications of corporate reputation which tend to be reductionist. The authors rebuff such narrow representations of reputation by showing the multiplicity of reputation in the case of a global management consulting firm and demonstrate how it has sustained such reputations. Using...

There is a growing consensus that humor could be one of the most important competencies of a leader. This impression seems to be especially so under the clan controls where relationship-building between a leader and employees become crucial in managing human resources (HR). However, we caution against making this a global assumption by exploring th...

Purpose– The purpose of this research is twofold: firsly, to conceptualise Integrated Marketing Communication (IMC) by adopting a more inclusive and broader organisational perspective, and secondly, to empirically develop and validate a new measurement scale to assess firm-wide IMC. Design/methodology/approach– This paper is based on a multistage r...

Social science researchers are strongly motivated to understand the world of business and its associated phenomena. In contrast to pure science research, social science studies combine strong narratives with empirical or analytical investigation. Such research is enticing, invigorating, and essential in current academic and practitioner domains, bu...

Purpose The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon the views of leading theorists over time and apply these in the...

This book depicts rigorous and vigorous accounts of strategies used successfully by researchers to negotiate their way through the research maze. The metaphor of the maze evokes several different and sometimes contradictory elements of contemporary education research, including complexity, confusion, messiness, multiplicity and risk. While these ar...

The economic crisis has redounded sharply upon marketing communications and media vehicles in Cyprus. In recession periods, communication and marketing budgets can contract while companies seek to obtain the best communication outcomes with more limited resources, both the size and the distribution of the communication mix can alter rapidly. This q...

Purpose This paper aims to develop a framework that links the concepts of place branding, place image and place reputation. Focusing on the antecedents and outcomes of place branding in the context of an emerging country, namely, Iran, the model further examines critical moderation variables. Design/methodology/approach A qualitative approach was...

This paper reviews and integrates extant work in the integrated marketing communication (IMC) literature. With this in mind, three alternative and widely disseminated conceptual frameworks proposed in the IMC literature are employed as a starting point. The review locates important points of theoretical intersection among these three frameworks, an...

The question may seem odd, perhaps facile, but it does need address. Business, everywhere, is challenged in and by the changing market spaces and marketplaces of the twenty-first century. Competitive forces have heightened and accelerated. Customers are demanding and discerning of businesses and brands. Consumers are sophisticated and critical of b...

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time. Recent changes in technology, consumer habits, demographics, and marketplaces, however, have raised questions about the applicability of advertising theory developed in a mass-media environment to today's interactive ma...

Purpose – This study aims to explore advertising strategies by US corporations selling consumer services overseas. Attention is extended to determining the type of standardized advertising (pattern vs prototype) that US headquarters tend to use in international campaigns, identifying major obstacles that impede advertising standardization and exami...

Purpose – The purpose of this paper is to present and discuss information accessibility in today’s world alongside the accompanying demise of corporate invisibility. This is an ever-present communications reality for businesses and consumers in the twenty-first century. Design/methodology/approach – This paper reviews the relevant extant literatur...

Purpose – This paper aims to illustrate how innovation typologies may lead to cause-related marketing (CRM) success when applied to services. Design/methodology/approach – Hence, the paper identifies product/service and brand factors that underpin CRM success, undertakes an innovation theory application in CRM and examines its theoretical and prac...

Purpose – The purpose of this paper is to describe, review and critique the concept of integrated marketing communications (IMCs) and to suggest ways forward conceptually and managerially. Design/methodology/approach – This paper critically reviews the emergence, growth and current status of IMC. Findings – As the authors consider IMC diffusion i...

Purpose – The purpose of this paper is show how sponsors in a major sponsored event may react when facing a potential doping affair. The Tour de France cycling competition is a premier global sporting event – broadcast worldwide – and thus attracts very significant sponsorship. Cycling teams are named after their team sponsors. Recent global news h...

Agenda With growing digitalization and technological advancement everywhere, individuals have opportunity to access information, which make them savvier, more sophisticated, and well informed, resulting in empowerment. They are no longer passive recipients of messages. Thus, managing communication has become more complex for both corporations, SBU'...

From 1995, many academic scholars noted and wrote about the interest in the topic of integrated marketing communications, which is – in essence – an approach to brand communications, which enables all modes of message communications (i.e., advertising, sales promotion, MPR, sponsorship, and direct marketing) to work harmoniously together.

Given the swift diffusion of mobile internet and smartphones in Malaysia, long term evolution (LTE) mobile services seems to offer a tremendous business opportunity and current and future market potential. This paper examines the critical factors that may influence intention to adopt LTE. Drawing on the well-known technology acceptance model, the f...