Business Digitalization

Corporate Identity and Reputation
1. Auflage 2023
ISBN: 978-1-032-51235-8
Verlag: Routledge

Buch, Englisch, 202 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 476 g

Reihe: Routledge Studies in Marketing

Technological advances, alongside increasing globalization and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organizations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity and reputation.

This book brings together international contributors to provide examples from a wide range of industries and firms, including the retailing and agrifood industries, and illustrates the many dimensions of corporate branding and theories and how they can be aided by digital transformation. It explores the connection of branding with artificial intelligence, social media networks and technologies 4.0, as well as the limitations and challenges they might deliver. Using a combination of theory, primary research findings and practice, this book offers viewpoints and expertise from multiple regions, appealing to a global audience.

This edited collection serves as an important resource for researchers, scholars and postgraduate students of marketing, brand management and corporate communications and those interested in the emerging relationship with technology.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Foroudi, Pantea

Cuomo, Maria Teresa

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter 1. Introdction - Business Digitalisation: Corporate Identity and Reputation

Pantea Foroudi and Maria T. Cuomo

Chapter 2: Brand Identity and Digital Transformation: challenges and opportunities in the higher education sector

Jane Hemsley-Brown

Chapter 3: Religion, Social Media Networks and Marketing Opportunities: The case of British Muslims Entrepreneurs.

Dr Syed Ali Hayder, Dr Baseer Durrani and Dr Nazan Colmekcioglu

Chapter 4: In the digital age, corporate brands face ethical challenges

Maria Jerez-Jerez

Chapter 5: Employees social media presence: Future directions for corporate reputation

Roberto Chierici, Alice Mazzucchelli and Angelo Di Gregorio

Chapter 6: How digital technology adoption results in improved innovation and firm performance outcomes

Farbod Fakhreddin

Chapter 7: Customer engagement in international marketing research: intellectual structure and research agenda

Fang Fang Li and Brian R. Chabowski,

Chapter 8: An Overview of the Influence of Technology on Homogenous and Heterogenous Culture

Waleed Yousef and Maisam Yousef

Chapter 9: Digital strategy and business performance

Guido Amendola

Chapter 10: Personalisation: The Construct and it’s Dimensions

Mojgan Khorrami, Pantea Foroudi and Manijeh Haghighi Nasab

Chapter 11: The Influence of eCommerce Providers in Promoting eCommerce: A Study of Nigeria E-Merchants’ and Online Customers’ Perspectives

Vivian Otuekong and Pantea Foroudi

Über Autor(innen)

Pantea Foroudi is a business manager and solution architect at Foroudi Consultancy and a member of marketing, branding and tourism at Middlesex University London.

Maria Teresa Cuomo is a professor of Business Economics at the University of Salerno, where she teaches "Management and Innovation" and "Management."