Digital Transformation and Corporate Branding: Opportunities and Pitfalls for Identity and Reputation Management (Routledge Studies in Marketing)

Synopsis

Technological advances, alongside increasing globalization 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 firms, 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.

Copyright:

2024

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9781000953022

Related ISBNs:

9781032204871, 9781032204857, 9781003263784

Publisher:

Taylor and Francis

Date of Addition:

09/29/23

Copyrighted By:

selection and editorial matter, Maria Teresa Cuomo and Pantea Foroudi

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Computers and Internet, Business and Finance, Communication

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.

Edited by:

Maria Teresa Cuomo

Edited by:

Pantea Foroudi