Even before the outbreak of COVID-19, scholars and marketers alike were paying increased attention to the complex array of stakeholders that corporations need to address to maintain a strong brand, identity, and reputation. To date, however, little empirical research into these issues has been published, and no single work has taken stock of the major changes in the field of stakeholder communication as they apply to corporate branding.
The Emerald Handbook of Multi-Stakeholder Communication gathers an international, multidisciplinary team of experts to present just such sorely needed insight into effective brand messaging for multiple stakeholders, all while utilizing a diverse array of theoretical and methodological approaches that cumulatively present an up-to-date overview of the whole field. Starting with an introductory section on corporate messaging in a post-COVID era, chapters cover branding, identity, and reputation, respectively before covering differing marketing approaches and building a concluding reflection on future challenges and opportunities. These chapters offer comparative analyses of many different types of stakeholders from all over the globe. B2C, B2B, C2C and P2P contexts are all considered, as are recent developments in the field related to social media relations, sustainability and inclusivity, and virtual, mixed, and augmented reality.
This comprehensive handbook is a must-have resource not only for students and researchers in business, management, brand management, communication, consumer behaviour, and marketing, but also for marketing practitioners, advertising and PR practitioners, and business consultants.
Recenzijos
This new edited book traces its roots back to integrated corporate and marketing communications, both of which have expanded and diversified exponentially over the past three decades. They have significant applicatory conceptual, academic and practitioner value. The editors have drawn together a stellar world-leading group of chapter contributors, each with their special expertise to offer. I am looking to adding this new book to my personal library and endorse its readability and significance. -- Professor Philip J. Kitchen, ICN-Artem School of Business, France. This book provides great value in providing in-depth and practical insights into how corporate communication professionals can actually help to move organizations from a siloed approach to true multi-stakeholder management. -- Guido Berens, Editor in Chief Corporate Reputation Review Reputation, branding, and identity remain critically important concepts for organizations. They can be left to evolve on their own, or forward-thinking managers can work to manage them through their communications and behaviors. This timely edited volume provides a useful overview for managing strategic communications between a firm and its key stakeholders. -- Professor Gary Warnaby, Marketing Retail & Tourism/Institute of Place Management, UK.
PART I. Introduction
Chapter
1. Multi-Stakeholder Communication: Emerging Issues for Corporate
Identity, Branding and Reputation; Pantea Foroudi, Bang Nguyen, and T.C.
Melewar
PART II. Stakeholders Communication: Branding
Chapter
2. Corporate Brand Communication Oriented in Higher Education Sector;
Jane Hemsley-Brown and Izhar Oplatka
Chapter
3. Assessing the Psychological Impact of the Pandemic Narrative in
the Media on Hospitality Consumption Mood; Dongmei Zha, Pantea Foroudi, T.C.
Melewar, and Zhongqi Jin
Chapter
4. Out-Group Reaction Towards Religiously Endorsed Products (RlPS)
and Response of Brand Managers; Nazan Colmekcioglu
Chapter
5. Integrated Stakeholders Communication Management In B2C Context;
Angela Beccanulli, Silvia Biraghi, and Rossella Gambetti
Chapter
6. ISLAMIC BRANDING: Examines the Concept of Religious Branding and
how Beliefs Influence Brand Loyalty, Word-of-Mouth and Purchase Intention;
Waleed Yousef and Ahmed Alhabashi
Chapter
7. The Importance of Social Media Opinion Leadership in Corporate
Branding and Influencing Consumers Behavioral Intentions; Farbod Fakhreddin
Chapter
8. Digital Transformation and Corporate Branding: Opportunities and
Challenges for Identity and Reputation Management; Maria Jerez-Jerez
PART III. Stakeholders Communication: Identity
Chapter
9. Examining the Influence of Corporate Identity on Corporate
Reputation and Non-Financial Brand Performance in the Context of Higher
Education; Amad Ali, Pantea Foroudi, and Maria Palazzo
Chapter
10. Impact of Motivation, Technology and Social Interaction on
Teaching Using Blended Learning; Marwa Abdellateef and Pantea Foroudi
Chapter
11. Opportunism and Specific Investment in Buyer-Supplier
Relationships: The Role of Communication, Branding, and Identity; Hashem
Aghazadeh, Hossein Maleki, and Sajedeh Sadat Majidi
Chapter
12. Corporate Brand Communication: Identity, Image and Reputation;
Abraham Joseph and Suraksha Gupta
Chapter
13. Augmented Reality and Corporate Brand Identity: An Opportunity
for Pioneer Enterprises; Maria Teresa Cuomo, Cinzia Genovino, Orsola
Salmista, and Rosa Maria Caprino
Chapter
14. From Digital Content Marketing Toward Brand Engagement; Rahime
Zaman Fashami, Manijeh Haghighinasab, Nader Seyyedamiri, and Pari Ahadi
Chapter
15. Can Research Methods Replace the Strategy? Designing and
Implementing City Marketing Research in Two Greek Cities: Advantages and
Disadvantages; Kleanthis Sirakoulis and Alex Deffner
Chapter 16.The Role of Wayfinding in Healthcare. Making the Environment
Healthier; Ann Petermans and Luciana Mattiello
PART IV. Stakeholders Communication: Reputation
Chapter
17. Corporate Brand Reputation and COVID-19 Pandemic Management:
Interpretive Approach from Aviation Sector in Malaysia; Nor Aida Abdul Rahman
and Mohamed Idrus Abdul Moin
Chapter
18. Corporate Brand Reputation and Ethic, Sustainability, and
Inclusion: The Shift in Post Pandemic Corporate Narrative: From Corporate
Brand Reputation to Corporate Sustainability; Nina Overton-De Klerk and
Clarissa Muir
Chapter
19. Mapping Customer Engagements Intellectual a Multi-Method
Bibliometric Approach and Future Directions; Reza Marwi, Linda D Hollebeek,
and Pantea Foroudi
Chapter
20. Stakeholders Communications in Online Setting: A Sub-Saharan
African Perspective during COVID-19 Pandemic Lockdown; Ogechi Adeola, Emeka
Raphael Agu, and Oserere Ibelegbu
Chapter
21. Examining the Influence of Eco Fashion Innovativeness towards
Fast Fashion Brand Image and Behavioral Intentions: A Study of Consumers
Perception towards Eco Innovation Practices in the United Kingdom; Helnaz
Ahmadi Lari, Pantea Foroudi, and Charles Dennis
Chapter
22. Linking Customer-Integration and Co-Production to
Service-Quality-Performance: The Importance of Quality-Control Initiatives;
Zyad M. Alzaydi, Chanaka Jayawardhena, Bang Nguyen, Pantea Foroudi, and Maria
Palazzo
Chapter
23. Proposing Self-Service Technology Model in a Service Ecosystem
Playground; Asieh Nazemi, Manijeh Haghighinasab, and Pantea Foroudi
Chapter
24. Digitally Transformed Value Exchange of Company with Customers
and Collaborators; Hashem Aghazadeh, Nakisa Rezaie, and Pedram Fazlinejad
Chapter
25. Brand Co-Innovation in the Sharing Economy: A Conceptual
Framework from Insight to Performance-Based Value Co-Creation and Customer
Engagement; Alireza Nankali, Nader Seyyedamiri, Tahmoures Hassan Gholipour,
Pantea Foroudi, Datis Khajeheian, and Fatemeh Dekamini
Pantea Foroudi, PhD, MSc, MA, BA, is Programme Leader and Lecturer in Marketing and Branding at The Middlesex Business School, UK.
Bang Nguyen, PhD, is Professor at the Center for Innovation and Entrepreneurship, Shanghai University, China. Currently, he also serves as Adjunct Professor and DBA supervisor at emlyon Business School, France.
T. C. Melewar is Professor of Marketing and Strategy and the Head of Department at the Business School, Middlesex University London, UK.
Daugiau apie elektronines knygas