Building Corporate Identity Image And Reputation In The Digital Era
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Building Corporate Identity Image And Reputation In The Digital Era
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Author : T C Melewar
language : en
Publisher: Routledge
Release Date : 2021-07-29
Building Corporate Identity Image And Reputation In The Digital Era written by T C Melewar and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-29 with Business & Economics categories.
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.
Corporate Brand Design
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Author : Mohammad Mahdi Foroudi
language : en
Publisher: Routledge
Release Date : 2021-09-30
Corporate Brand Design written by Mohammad Mahdi Foroudi and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-30 with Business & Economics categories.
Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders. The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs. By combining academic theory with practical case studies and examples, readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand. The book is a useful resource for advanced undergraduate and postgraduate students of strategic brand management, corporate brand design and visual identity, and marketing communications.
Elgar Encyclopedia Of Corporate Communication
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Author : Klement Podnar
language : en
Publisher: Edward Elgar Publishing
Release Date : 2024-03-14
Elgar Encyclopedia Of Corporate Communication written by Klement Podnar and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-03-14 with Business & Economics categories.
This comprehensive Encyclopedia captures the intricacies of corporate communication, offering 87 clear, succinct definitions of important concepts within marketing, business, organizational communication and public relations followed by critical, literary analyses of significant research ventures.
The Emerald Handbook Of Multi Stakeholder Communication
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Author : Pantea Foroudi
language : en
Publisher: Emerald Group Publishing
Release Date : 2022-10-21
The Emerald Handbook Of Multi Stakeholder Communication written by Pantea Foroudi and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-21 with Business & Economics categories.
The Emerald Handbook of Multi-Stakeholder Communication gathers an international, multidisciplinary team of experts to explore effective brand messaging for multiple stakeholders, utilizing a diverse array of theoretical and methodological approaches that cumulatively present an up-to-date overview of the whole field.
Human Centric Sustainable And Resilient Organizations In The Digital Age
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Author : Erturk, Alper
language : en
Publisher: IGI Global
Release Date : 2025-02-06
Human Centric Sustainable And Resilient Organizations In The Digital Age written by Erturk, Alper and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2025-02-06 with Business & Economics categories.
Modern digitalization is anticipated to impact on modern-day businesses and organizations, such as non-profit organizations, government institutions, educational institutions, banks, healthcare facilities, and logistic organizations. The digital transformation for our global economy poses benefits for innovative, resilient and human-centric business models, and sustainability initiatives in our societies as well as challenges in the areas of business and social development. Ultimately, it provides directionality needed for a competitive and sustainable future industry manifested in environmentalism, human-centricity, and economic resilience. Human-Centric, Sustainable, and Resilient Organizations in the Digital Age explores the latest trends and business perspectives related to strategic management, digitalization and sustainability and their anticipated impact on modern-day businesses and organizations. It offers a comprehensive guide to be able to establish and maintain sustainable, human-centric, and resilient organizations that can thrive in the future. Covering topics such as startup assessment criteria, risk management, and circular economy, this book is an excellent resource for business leaders, entrepreneurs, policymakers, professionals, researchers, scholars academicians, and more.
Brand Management In A Co Creation Perspective
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Author : Heidi Hansen
language : en
Publisher: Routledge
Release Date : 2021-07-20
Brand Management In A Co Creation Perspective written by Heidi Hansen and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-20 with Business & Economics categories.
This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the evolution of corporate branding theory that has developed from an identity approach rooted in signalling theory to an understanding of brands as co-created by multiple stakeholders. She then develops and elaborates the latter approach by formulating and explicating the CCB approach, within which a brand is conceptualized as a discursive brand space grounded in a performative and interactional ontology. Brand discourses are produced in a number of conversational spaces inhabited by both human and non-human actors. Seeing that non-human actors have agency, hybrid agency and ventriloquism are key notions in the CCB approach, and the role of the brand manager is to function as a practical author. The CCB approach is explicated and sustained by five chapters that each elaborate on a certain aspect of CCB and demonstrate the theoretical points in a number of analyses (the process of brand creation, the set-up of conversational spaces, the role of materiality and macro-actors, frame games, and the brand manager as a practical author). The data in the analyses originates from a case that is used throughout the book. Written for scholars and university students within the field of branding and organizational communication, this book represents an area of developing interest within the field of marketing.
New Consumer Culture In China
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Author : Xi Liu
language : en
Publisher: Routledge
Release Date : 2021-07-19
New Consumer Culture In China written by Xi Liu and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-19 with Business & Economics categories.
This book looks at the recent emergence of "new ordinary consumption," in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own well-being. The book, through the case study on the adoption of cut flowers and upscaling non-floral goods, provides insights on how deal proneness and high price sensitivity pose challenges to many market retailers. It also proposes how to go about resolving these challenging issues in retail through the alteration of perceived reasons to consume. The author also examined social media marketing narrative that two direct-to-consumer floral goods sellers used, to guide consumers away from the social and cultural baggage of consumption, thereby giving more consideration to products reshaping consumers’ motivation, and driving the purchase. Heeding the findings of floral startups that awakened consumers’ aspirations to redefine their everyday personal lives, and making such aspirations a profitable business, this interesting case study suggests that it is time to revisit the appeal of conspicuous consumption in the present-day Chinese markets. Anyone interested to learn more about the Chinese consumers and their novel consumption habits would find the book a useful reference.
Corporate Heritage Marketing
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Author : Angelo Riviezzo
language : en
Publisher: Routledge
Release Date : 2021-05-30
Corporate Heritage Marketing written by Angelo Riviezzo and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-05-30 with Business & Economics categories.
Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated reading of this marketing strategy, both from a theoretical and a managerial perspective. This book sets out to answer key questions, such as: how is it possible to engage all the company's stakeholders by exploiting corporate heritage? It also aims to discuss the basic principles for achieving a successful marriage between marketing and heritage. By highlighting the results of a research focused on 20 Italian companies, the book proposes a model for the development and implementation of a heritage marketing strategy. The nature of this book, being both theoretical and empirical, can contribute to increasing the curiosity and interest towards heritage marketing of both academics and practitioners.
Information Asymmetry In Online Advertising
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Author : Jan W. Wiktor
language : en
Publisher: Routledge
Release Date : 2021-09-30
Information Asymmetry In Online Advertising written by Jan W. Wiktor and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-30 with Business & Economics categories.
Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and recipients. This book presents an assessment of the forms and range of consumer behaviour manipulation through information asymmetry in online advertising and explores the possible causes, forms, and effects. The work offers a new approach to the role of advertising in the digital world, especially its forms and impact strategies. The theoretical framework presented is based on issues related to online advertising, information asymmetry, and social manipulation. The book describes the ways in which these areas can be explored, and it presents the results of empirical studies. Empirical research allows for identifying companies’ moral hazard strategies and their consequences – e-consumers’ adverse selection. The research provides an empirical answer to the question: to what extent is advertising a transparent form of communication, and to what extent does it represent the world of manipulation? Based on an interdisciplinary theoretical approach, empirical studies conducted by the authors, and theoretical and managerial implication, the book encourages its readers to find their own answers. Given the interdisciplinary nature of this work, it will be of interest to scholars and researchers within the fields of marketing, media and communication, economics, psychology, sociology, and ethics.
Researching And Analysing Business
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Author : Pantea Foroudi
language : en
Publisher: Taylor & Francis
Release Date : 2023-12-14
Researching And Analysing Business written by Pantea Foroudi and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-12-14 with Business & Economics categories.
Researching and Analysing Business: Research Methods in Practice provides an accessible and practical guide to various data collection and data analysis techniques within management, from both quantitative and qualitative perspectives. This key resource functions as a comprehensive reference tool – covering a broad variety of methodologies – examining both the theory behind them and their application in practice. These include systematic literature review through bibliometric and meta-analysis, secondary vs primary sources, qualitative research vs quantitative research, combining qualitative and quantitative methods, qualitative and quantitative research method approaches, fsQCA, data mining, and sentiment analysis. Chapters are rich in examples, data sets, practical exercises, easy-to-follow slides, and a glossary, which help readers to understand and apply research approaches as well as to assess the strengths and weaknesses of each method. Unique in its practical approach and with insights from active researchers, this book is required and recommended reading for advanced undergraduate and postgraduate students studying research methods as a core module within business and management courses. It is also a useful tool for PhD students and academics within the discipline. Online support materials include PowerPoint slides.