Digital Transformation and Corporate Branding: Opportunities and Pitfalls for Identity and Reputation Management

Maria Teresa Cuomo (Curatore)

Pantea Foroudi (Curatore)

Taylor & Francis Ltd, 2024

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.

• Curatore: Maria Teresa Cuomo, Pantea Foroudi
• Editore: Taylor & Francis Ltd
• Collana: Routledge Studies in Marketing
• Anno: 2024
• Rilegatura: Paperback / softback
• Pagine: 308 p.
• Dimensioni: 234 x 156 mm
• Peso: 600 gr.
• EAN: 9781032204871

Testo in English