Building Corporate Identity, Image and Reputation in the Digital Era

Herausgeber: Melewar, T C; Foroudi, Pantea; Dennis, Charles

• Gebundenes Buch

Produktbeschreibung

Brands - corporate, products, service - today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 574
• Erscheinungstermin: 30. Juli 2021
• Englisch
• Abmessung: 240mm x 161mm x 35mm
• Gewicht: 1019g
• ISBN-13: 9780367531232
• ISBN-10: 0367531232
• Artikelnr.: 62222831

Autorenporträt

T C Melewar is Professor of Marketing and Strategy with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK. Charles Dennis is Professor of Consumer Behaviour with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK. Pantea Foroudi is a Senior Lecturer in Branding with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK.

Inhaltsangabe

Part I: Introduction 1.Introduction: Building Corporate Identity, Image and
Reputation in the Digital Era Part II: Building a Corporate Brand Identity
2.Corporate identity: Definition and Component 3.Managing Marketing
Competencies: A framework for understanding antecedents of marketing
capability and its relation to company's core competencies 4.Reputation:
Configuring the Symmetrical and Asymmetrical Paths to Architecture in a
Retail Setting 5.Conceptualising Sensory Brand Experience: Using Review of
Knowledge Fields and Bibliometric Data to Identify Potential Future
Research Direction 6.Corporate brand identity: Virtual space 7.Aesthetic
heritage and corporate branding: Luxury heritage brands between tradition
and modernity Part III: Building a Corporate Brand Image 8.Corporate
Multi-Channel Branding: Platforms for #CorporateBranding 9.Value
co-creation behaviour: Antecedents and Consequences 10.An assessment of
Customer Experience Concept: Looking Back to Move Forward 11.Employees
occupational identity 12.Behavioral intentions in the UK fashion industry:
The impact of perceived fashion innovativeness on fashion brand image with
the moderating role of social media marketing and lovemark 13.Corporate
brand image: Technology and innovation in e-tailing Part IV: Building a
Corporate Brand Reputation 14.Take a New Turn: Relationships between
corporate identity management and corporate reputation in a hospitality
context 15.Islamic Brand Love 16.Societal corporate branding and political
discourse: where brand ethics meets with consumers' clicktivism 17.Brand
Knowledge, Brand Community and Brand Engagement 18.Building and Sustaining
Personal Brand: Examining the Effectiveness of Personal Branding in the
Context of Education 19.How the digital environment and its user experience
effects the customer's perception of luxury brands and co-creation of Brand
Value 20.Celebrity endorsement, theories, models, existing literature and
corporate identity, image and reputation