Digital Transformation and Corporate Branding
Opportunities and Pitfalls for Identity and Reputation Management
- 312 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Digital Transformation and Corporate Branding
Opportunities and Pitfalls for Identity and Reputation Management
About this book
Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organisations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity, and reputation.
The book brings together international contributors to provide examples from a wide range of industries and fi rms, including the retailing and agri-food 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 the limitations and challenges they might deliver. Using a combination of theory, primary research findings, and practice, the book offers viewpoints and expertise from multiple regions, appealing to a global audience.
This edited collection serves as an importance 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
- Endorsements
- Half Title
- Series
- Title
- Copyright
- Dedication
- Contents
- List of contributors
- 1 Digital transformation: corporate branding, identity, and reputation
- 2 Corporate brand strategy, stakeholders and technologies 4.0
- 3 Digital transformation and corporate branding: opportunities and challenges for identity and reputation management
- 4 Corporate brand strategy, customer value, customer satisfaction, customer loyalty and business performance
- 5 Brand management in the age of social media through digital transformation
- 6 Digital and marketing transformation in relation to brand value: the video game industry
- 7 The impact of social media marketing efforts and activities on brand equity: the case of online applications in Greece
- 8 e-Tourism and gastronomic culture: how brands are making consumersā mouth water in digital experience
- 9 Mixed reality ā mainstream for the lasting competitiveness of companies
- 10 Examining the impact of employer branding on non-financial performance
- 11 Examining the impact of brand authenticity on purchase intention: a study of consumersā perception in the context of clothing industry in Iran
- 12 Marketing in the industry 4.0: the role of mobile technologies to enhance consumer brand experience, brand advocacy, and brand purchase intentions
- 13 Examining the impact of online customer engagement on non-financial performance considering the roles of brand attitude, customer co-creation, customer equity, and (e-)word-of-mouth
- 14 Experiencing the sense of artificial-intelligence-enabled virtual assistants in retailing
- Index