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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.
List of contents
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
About the author
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."
Summary
This book investigates and explores the impact of digital transformation on building corporate branding, identity and reputation.
