Corporate Branding in Logistics and Transportation: Recent Developments and Emerging Issues (Routledge Studies in Marketing)

By: and and and

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Synopsis
The academic and scholarly interest in the subject of branding in both the consumer and industrial markets has grown substantially in the dynamic post-pandemic environment. The growth in research outputs by a handful of business scholars explains the impact of brand in an industrial business-to-business setting at the cognitive level only and has not considered its impact specifically on logistics and transportation despite the value it can offer. Considering these gaps in the periphery of our existing knowledge, this book explores corporate brand management within the logistics and transportation sector, from the perspective of image, reputation, and identity.This edited collection offers a blend of comprehensive and extensive high quality research from global, highly reputed contributors. It covers issues related to the establishment of brands, relevant niches such as service performance and social support, aviation and maritime industries, media relations, crisis branding, and innovation. Exploring a wide range of sectors within logistics and transport, the book illustrates the many dimensions of corporate branding and theories, future trends and developments, as well as proposing a model for future research.Containing a balance of theory and practice with effective case studies, Corporate Branding in Logistics and Transportation will appeal to marketing academics and upper-level graduates in particular. It will also be a valuable resource for those studying or researching logistics, supply chain management, and transport studies.
Copyright:
2024

Book Details

Book Quality:
Publisher Quality
ISBN-13:
9781003857846
Related ISBNs:
9781003857822, 9781032412214, 9781003356882
Publisher:
Taylor & Francis
Date of Addition:
Copyrighted By:
selection and editorial matter, Nor Aida Abdul Rahman, T.C. Melewar, Pantea Foroudi, and Suraksha Gupta
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.
Edited by:
Nor Aida Abdul Rahman
Edited by:
T.C. Melewar
Edited by:
Pantea Foroudi
Edited by:
Suraksha Gupta

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