UID:
almahu_9949386742102882
Umfang:
1 online resource :
,
illustrations.
ISBN:
9781003080572
,
100308057X
,
9781000382211
,
1000382214
,
1000382176
,
9781000382174
Serie:
Routledge studies in marketing ; 17
Inhalt:
"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. 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"--
Anmerkung:
Introduction : bBuilding corporate identity, image and reputation in the digital era -- Corporate identity : definition and components -- Managing marketing competencies : a framework for understanding antecedents of marketing capability and its relation to the company's core competencies -- Reputation : configuring the symmetrical and asymmetrical paths to architecture in a retail setting -- Conceptualising sensory brand experience : using review of knowledge fields to identify potential future research direction -- Corporate brand identity : virtual space -- Aesthetic heritage and corporate branding : luxury heritage brands between tradition and modernity -- Corporate multi-channel branding : platforms for #CorporateBranding -- Value co-creation behaviour : antecedents and consequences -- An assessment of customer experience concept : looking back to move forward -- Employee occupational identity -- Behavioural 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 -- Corporate brand image : technology and innovation in e-tailing -- Take a new turn : relationships between corporate identity management and corporate reputation in a hospitality context -- Islamic brand love -- Societal corporate branding and political discourse : where brand ethics meets with consumers' clicktivism -- Brand knowledge, brand community and brand engagement -- Building and sustaining personal brand : examining the effectiveness of personal branding in the context of education -- How the digital environment and its user experience effects the customer's perception of luxury brands and co-creation of brand value -- Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation.
Weitere Ausg.:
Print version: Building corporate identity, image and reputation in the digital era Abingdon, Oxon ; New York, NY : Routledge, 2021. ISBN 9780367531232
Sprache:
Englisch
Schlagwort(e):
Electronic books.
DOI:
10.4324/9781003080572
URL:
https://www.taylorfrancis.com/books/9781003080572
