Building Corporate Identity, Image and Reputation in the Digital Era

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. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions andcommercial and non-commercial sectors across the world. 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.

Part I: Introduction Chapter 1- Introduction: Building Corporate Identity, Image and Reputation in the Digital Era Prof TC Melewar, Prof Charles Dennis, and Dr Pantea Foroudi Part II: Building a Corporate Brand Identity Chapter 2- Corporate identity: Definition and Component Mohammad M. Foroudi and Pantea Foroudi Chapter 3- Managing Marketing Competencies: A framework for understanding antecedents of marketing capability and its relation to company’s core competencies Pantea Foroudi, Khalid Hafeez, and Javad Izadi Chapter 4- Reputation: Configuring the Symmetrical and Asymmetrical Paths to Architecture in a Retail Setting Mohammad M. Foroudi, Pantea Foroudi and Zhongqi Jin Chapter 5- Conceptualising Sensory Brand Experience: Using Review of Knowledge Fields and Bibliometric Data to Identify Potential Future Research Direction Dongmei Zha, TC Melewar, Zhongqi Jin and Pantea Foroudi Chapter 6- Corporate brand identity: Virtual space Maria Teresa Cuomo, Cinzia Genovino, Debora Tortora and Alex Giordano Chapter 7- Aesthetic heritage and corporate branding: Luxury heritage brands between tradition and modernity Angela Bargenda Part III: Building a Corporate Brand Image Chapter 8- Corporate Multi-Channel Branding: Platforms for #CorporateBranding Awele Achi, Ogechi Adeola and Francis Chukwuedo Achi Chapter 9- Value co-creation behaviour: Antecedents and Consequences Yousef Alqayed, Pantea Foroudi, Charles Dennis and Kaouther Kooli Chapter 10- An assessment of Customer Experience Concept: Looking Back to Move Forward Dongmei Zha, Marvi, R., Foroudi, P., Dennis, C., Ueno, A., Jin, Z., and Melewar, TC Chapter 11- Employees occupational identity Maria Jerez, TC Melewar and Pantea Foroudi Chapter 12- Behavioral 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 Helnaz Ahmadi Lari, Pantea Foroudi and Saheb Imani Chapter 13- Corporate brand image: Technology and innovation in e-tailing Virginia Vannucci and Eleonora Pantano Part IV: Building a Corporate Brand Reputation Chapter 14- Take a New Turn: Relationships between corporate identity management and corporate reputation in a hospitality context Pantea Foroudi, Reza Marvi, Javad Izadi and Pouya Pirzadeh Chapter 15- Islamic Brand Love Waleed Yousef and Najwa Yousef Chapter 16- Societal corporate branding and political discourse: where brand ethics meets with consumers’ clicktivism Rossella Gambetti, Silvia Biraghi, TC Melewar and Angela Beccanulli Chapter 17- Brand Knowledge, Brand Community and Brand Engagement Suraksha Gupta, Aisha Abuelmaatti and Dongmei Cao Chapter 18- Building and Sustaining Personal Brand: Examining the Effectiveness of Personal Branding in the Context of Education Marwa Tourky, Pantea Foroudi and Fatma Haji Al-Zadjali Chapter 19- How the digital environment and its user experience effects the customer’s perception of luxury brands and co-creation of Brand Value Nastaran Norouzi Richards-Carpenter and Thimo Grantz Chapter 20- Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation Dr Shahzeb Hussain

T C Melewar is Professor of Marketing and Strategy with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK. Charles Dennis is Professor of Consumer Behaviour with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK. Pantea Foroudi is a Senior Lecturer in Branding with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK.