Building Corporate Identity, Image and Reputation in the Digital Era: Routledge Studies in Marketing
Editat de T C Melewar, Charles Dennis, Pantea Foroudien Limba Engleză Hardback – 30 iul 2021
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.
Toate formatele și edițiile | Preț | Express |
---|---|---|
Paperback (1) | 254.26 lei 6-8 săpt. | |
Taylor & Francis – 9 ian 2023 | 254.26 lei 6-8 săpt. | |
Hardback (1) | 1000.68 lei 6-8 săpt. | |
Taylor & Francis – 30 iul 2021 | 1000.68 lei 6-8 săpt. |
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Specificații
ISBN-13: 9780367531232
ISBN-10: 0367531232
Pagini: 572
Ilustrații: 80
Dimensiuni: 156 x 234 x 32 mm
Greutate: 1.06 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Studies in Marketing
Locul publicării:Oxford, United Kingdom
ISBN-10: 0367531232
Pagini: 572
Ilustrații: 80
Dimensiuni: 156 x 234 x 32 mm
Greutate: 1.06 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Studies in Marketing
Locul publicării:Oxford, United Kingdom
Public țintă
PostgraduateCuprins
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
Notă biografică
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.
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.
Recenzii
"This proposed edited collection will offer a timely updating of the theory and practice of corporate identity, image and reputation to reflect the realities of the contemporary digital era, acknowledging the increasing variety of technology-mediated means by which consumers engage with brands. The breadth of the range of proposed contributions to this volume indicate that it will provide a comprehensive overview of this vitally important aspect of marketing practice".
-Professor Gary Warnaby, Marketing Retail & Tourism / Institute of Place Management
"This excellent book edited by professors Melewar, Dennis and Foroudi is a welcome addition to the corporate branding literature. It provides both academic rigor through systematic analyses and syntheses of literature on a wide range of topics within the area, and practical relevance through in-depth cases that help students and practitioners to apply the concepts in real life."
-Guido Berens, Editor in Chief – Corporate Reputation Review
-Professor Gary Warnaby, Marketing Retail & Tourism / Institute of Place Management
"This excellent book edited by professors Melewar, Dennis and Foroudi is a welcome addition to the corporate branding literature. It provides both academic rigor through systematic analyses and syntheses of literature on a wide range of topics within the area, and practical relevance through in-depth cases that help students and practitioners to apply the concepts in real life."
-Guido Berens, Editor in Chief – Corporate Reputation Review
Descriere
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.