Digital Transformation and Corporate Branding Opportunities and Pitfalls for Identity and Reputation Management Routledge Studies in Marketing Series

Technological advances, alongside increasing globalisation 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 fi rms, 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.

1. Digital transformation: corporate branding, identity and reputation

Maria Teresa Cuomo and Pantea Foroudi

2. Corporate Brand Strategy, stakeholders and technologies 4.0

Rosa Maria Caprino and Sergio Bracale

3. Digital Transformation and Corporate Branding: opportunities and challenges for identity and reputation management

Cinzia Genovino

4. Corporate brand strategy, customer value, customer satisfaction, customer loyalty, and business performance

Federico de Andreis

5. Brand management in the age of social media through digital transformation

Orsola Salmista and Cinzia Genovino

6. Digital and marketing transformation in relation to brand value: The video game industry

Qingchen Tian, Nikolaos Stylos, Nazan Colmekcioglu and Dimos Andronoudis

7. The impact of social media marketing efforts and activities on brand equity: The case of online applications in Greece

Achilleas Barlas

8. E-tourism and gastronomic culture: how brands are making consumers’ mouth water in digital experience

Angela A. Beccanulli, Silvia Biraghi and Rossella C. Gambetti

9. Mixed reality, mainstream for the lasting competitiveness of companies

Cinzia Genovino, Pietro Paolo Mauro and Debora Tortora

10. Examining the impact of employer branding on non-financial performance considering the roles of brand knowledge, attraction, motivation, and brand love

Payvand Mirzaeian Khamseh, Pantea Foroudi, and Manijeh Haghighinasab

11. Examining the Impact of Brand Authenticity on Purchase Intention: A Study of Consumers’ Perception in the Context of Clothing Industry in Iran

Soheila Mehmannavazan, Pantea Foroudi, and Manijeh Haghighinasab

12. Marketing in the Industry 4.0: The role of Mobile technologies to enhance consumer brand experience, Brand Advocacy and Brand Purchase Intentions

Umme Kalsoom, Pantea Forrudi, T.C. Melewar and Alexis Chapman

13. Examining the impact of online customer engagement on non-financial performance considering the roles of brand attitude, customer co-creation, customer equity, and (e-)word-of-mouth

Marzieh Soltani, Pantea Foroudi, and Manijeh Haghighi Nasab

14. Experiencing the sense of artificial intelligence-enabled virtual assistants in retailing

Dongmei Zha

Maria Teresa Cuomo is Professor of Business Economics at the University of Salerno, where she teaches “Management and Innovation” and “Management”. She taught also at the Business School of the “Bicocca” University in Milan. She is a member of several editorial committees of national and international journals. She has published in top international journals, about digital transformation, consumer behaviour, identity and reputation, corporate and investment assessment. She has presented papers and research outcomes at numerous conferences all around the world. She carries out research, consultancy, and training to various organisations (both public and private) on finance and performance, investment assessment, market research, and marketing.

Pantea Foroudi is a business manager and solution architect at Foroudi Consultancy as well as a member of marketing, branding, and tourism, Middlesex University London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from multidisciplinary approach based on two research streams: (i) corporate brand design and identity and (ii) sustainable development goals (SDGs). Pantea has published widely in international academic journals, such as British Journal of Management, Journal of Business Research, European Journal of Marketing, and International Journal of Hospitality Management. She is the associate/senior/editor of International Journal of Hospitality Management; Journal of Business Research; International Journal of Hospitality Management; International Journal of Management Reviews; International Journal of Contemporary Hospitality Management; European Journal of International