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.
"Digital transformation has become increasingly important in the real world of management, yet academic research and guidance for management practice in the area of branding, identity and reputation has remained fragmented until now. This book fills that gap. The comprehensive approach details the extent to which digital transformation affects the processes of branding, identity and reputation. Writing about digital transformation is notoriously difficult, as 'hot' topics can become dated very quickly but this book manages to make sense of the rapidly changing digital environments. The book has an accessible style that will encourage students to extend their studies in digital transformation. I wholeheartedly recommend this text as an invaluable resource for academics, doctoral, postgraduate, graduate, and final year undergraduate students studying business, management and marketing, as well as practitioners looking for insights into how to successfully navigate the minefield of digital transformation."
Charles Dennis, Professor in Marketing, Middlesex Business School London
"Tackling a topic such as digital transformation is not easy in an epoch when it is very much dealt with. The volume is appreciable for its ability to combine the theoretical relevance / centrality of the issues with a practical reading of the context in which digital transformation may take place. A further specific merit is then the organicity and harmonization of the contributions, which although they come from different Authors, are admirably merged thanks to the commendable and punctual work of the Editors. I am sure that the anthological collection entitled Business Digitalization: Corporate Identity and Reputation may become a point of reference for scholars, marketing practitioners and students. Well done!"
Gerardino Metallo, Professor of Management, University of Salerno, Italy
Pantea Foroudi is a business manager and solution architect at Foroudi Consultancy and a member of marketing, branding and tourism at Middlesex University London.
Maria Teresa Cuomo is a professor of Business Economics at the University of Salerno, where she teaches "Management and Innovation" and "Management."
Chapter 1. Introdction - Business Digitalisation: Corporate Identity and Reputation
Pantea Foroudi and Maria T. Cuomo
Chapter 2: Brand Identity and Digital Transformation: challenges and opportunities in the higher education sector
Jane Hemsley-Brown
Chapter 3: Religion, Social Media Networks and Marketing Opportunities: The case of British Muslims Entrepreneurs.
Dr Syed Ali Hayder, Dr Baseer Durrani and Dr Nazan Colmekcioglu
Chapter 4: In the digital age, corporate brands face ethical challenges
Maria Jerez-Jerez
Chapter 5: Employees social media presence: Future directions for corporate reputation
Roberto Chierici, Alice Mazzucchelli and Angelo Di Gregorio
Chapter 6: How digital technology adoption results in improved innovation and firm performance outcomes
Farbod Fakhreddin
Chapter 7: Customer engagement in international marketing research: intellectual structure and research agenda
Fang Fang Li and Brian R. Chabowski,
Chapter 8: An Overview of the Influence of Technology on Homogenous and Heterogenous Culture
Waleed Yousef and Maisam Yousef
Chapter 9: Digital strategy and business performance
Guido Amendola
Chapter 10: Personalisation: The Construct and it's Dimensions
Mojgan Khorrami, Pantea Foroudi and Manijeh Haghighi Nasab
Chapter 11: The Influence of eCommerce Providers in Promoting eCommerce: A Study of Nigeria E-Merchants' and Online Customers' Perspectives
Vivian Otuekong and Pantea Foroudi
