Business Digitalization
Corporate Identity and Reputation
- 188 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Business Digitalization
Corporate Identity and Reputation
About this book
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.
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Information
Table of contents
- Cover
- Endorsement Page
- Half Title
- Series Page
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- List of Contributors
- 1 Business digitalisation: Corporate identity and reputation
- 2 Brand identity and digital transformation: Challenges and opportunities in the higher education sector
- 3 Religion, social media networks and marketing opportunities: The case of British Muslim entrepreneurs
- 4 Employeesâ social media presence: Future directions for corporate reputation
- 5 How digital technology adoption results in improved innovation and firm performance outcomes
- 6 Customer engagement in international marketing research: Intellectual structure and research agenda
- 7 An overview of the influence of technology on homogeneous and heterogeneous culture
- 8 Digital strategy and business performance
- 9 Personalisation: The construct and its dimensions
- 10 The influence of eCommerce providers in promoting eCommerce: A study of Nigeria e-Merchantsâ and online customersâ perspectives
- Index