The Emerald handbook of multi-stakeholder communication : emerging issues for corporate identity, branding and reputation / edited by Pantea Foroudi, Bang Nguyen, and T. C. Melewar.

Format:

Book

Contributor:

Nguyen, Bang, editor.

Melewar, T. C., editor.

Foroudi, Pantea, editor.

Language:

English

Subjects (All):

Business communication.

Branding (Marketing).

Physical Description:

1 online resource (601 pages)

Place of Publication:

London, England : Emerald Publishing Limited, [2022]

Summary:

The Emerald Handbook of Multi-Stakeholder Communicationgathers an international, multidisciplinary team of experts to explore effective brand messaging for multiple stakeholders, utilizing a diverse array of theoretical and methodological approaches that cumulatively present an up-to-date overview of the whole field.

Contents:

Cover

The Emerald Handbook of Multi-Stakeholder Communication

The Emerald Handbook of Multi-Stakeholder Communication: Emerging Issues for Corporate Identity, Branding and Reputation

Copyright

Dedication

Table of Contents

About the Contributors

Preface

Acknowledgements

I - Introduction

1. Introduction: Multi-Stakeholder Communication: Emerging Issues for Corporate Identity, Branding and Reputation

II - Stakeholders' Communication: Branding

2. Corporate Brand Communication in the Higher Education Sector

Introduction

Background

Corporate and Higher Education Stakeholders

Corporate Brand Identity and Communication

Marketing Communications

Personal and Non-personal Marketing Communications

Controlled, Uncontrolled

Conventional and Digital

Higher Education Marketing Communications

Managerial Implications

Conclusion

Case Study: The Story of Nick's Journey

Who Is Nick?

Nick's Story

Case Questions: The Story of Nick's Journey

Key Terms and Definitions

References

3. Assessing the Psychological Impact of the Pandemic Narrative in the Media on Hospitality Consumption Mood

Theoretical Assumptions

Four Types of Affects

Scarcity Affect

Empathy Affect

Trauma Affect

Inconvenience Affect

Case Study

The Pandemic Travel Toolkit

Where to Sleep Safely

How and Where Can You Eat?

Fever Checks and COVID-19 Tests

Case Questions

4. Out-Group Reaction Towards Religiously Endorsed Products (RLPs) and Response of Brand Managers

Islamic Marketing and Branding

Main Focus of the Chapter

Religious Endorsements

Halal Endorsements

Negative Image and Reputation of Halal

Social Identity

Communication.

Future Research Directions

Key Terms and Definitions - Definitions for the Key Constructs

5. Integrated Stakeholders' Communication Management in B2C Context

From the Single Channel View to Integrated Marketing Communications

Beyond the Channels: Customer-Centricity

Toward an Omnichannel Approach: Current Challenges

Omnichannel Management in the Luxury Fashion Industry

Case Study: Etro and the Road to the Omnichannel Management

Etro From the ground Zero to the Digital Transformation

Etro Towards the Total Omnichannel Conversion

Conclusions: Is the Future Optichannel?

Future Research Directions

Notes

6. Islamic Branding: Examines the Concept of Religious Branding and How Beliefs Influence Brand Loyalty, Word-of-Mouth and ...

Islamic Branding

Muslim Consumer

Levels of Consumption in the Quran

Religious Beliefs and Islamic Branding

Culture and Islamic Branding

Outcomes of Islamic Branding

Case Study (1,000 Words)

7. The Importance of Social Media Opinion Leadership in Corporate Branding and Influencing Consumers' Behavioral Intentions

Literature Review and Hypotheses Development

Instagram Accounts' Characteristics and Consumers' Behavioural Intentions

The Mediating Role of Social Media Opinion Leadership

Method

Research Context and Data Collection

Measures

Statistical Procedures

Results and Discussion

Practical Implications

Theoretical Implications

Case Questions.

Key Terms and Definitions

8. Digital Transformation and Corporate Branding: Opportunities and Challenges for Identity and Reputation Management

Background: In the Digital Age, Corporate Brands Face Ethical Challenges

Scope of Business Ethics and Technology

The Ethical Challenges of Technology and Corporate Brand Responsibility

The Interface of Corporate Brand and Technology Ethics

Technology Ethics Informed by Corporate Brand Ethics

Human Autonomy and Manipulation

Trust

Issues for Further Discussion

Technology and the Future of Employment

Technology and Human Well-Being

Technology and Governance

Technology and Personal Integrity

Technology and Trust

Solutions and Recommendations

Conclusion and Future Research Directions

Virtual Reality Ethics

III - Stakeholders' Communication: Identity

9. Examining the Influence of Corporate Identity on Corporate Reputation and Non-financial Brand Performance in the Context ...

Corporate Identity: An Overview

Theoretical Underpinning for Corporate Identity

Theoretical Framework

Antecedents of Corporate Identity

Corporate Social Responsibility Corporate Identity

Brand Structure Corporate Identity

Organizational Structure Corporate Identity

Employee Behaviour Corporate Identity

Top Management Behaviour Corporate Identity

Controlled Corporate Communication Corporate Identity

Uncontrolled Corporate Communication Corporate Identity

Antecedents of Corporate Social Responsibility

Brand Structure Corporate Social Responsibility

Organizational Structure Corporate Social Responsibility

Employee Behaviours Corporate Social Responsibility.

Top Management Behaviour Corporate Social Responsibility

Controlled Corporate Communication Corporate Social Responsibility

Uncontrolled Corporate Communication Corporate Social Responsibility

Consequences of Corporate Identity

Corporate Identity Corporate Reputation

Corporate Reputation Non-financial Brand Performance

Moderators of Corporate Identity

Discussion and Conclusion

Theoretical Contribution

Future Research

Case Study. Logica: Dealing With External Environment to Boost Corporate Identity

External Change Affects Identity

Bibliography

10. Impact of Motivation, Technology and Social Interaction on Teaching Using Blended Learning

Pandemic Shaping Teaching

Nature and Significance of the Current Study

Defining Motivation

Defining Social Interaction

Defining Technology in Learning Environment

Impact of Motivation on Blended Learning

Intrinsic and Extrinsic Motivation

P1: Impact of Intrinsic Motivation on Blended Learning

Intrinsic Motivation Having the Upper Hand in Learning

P2: Impact of Extrinsic Motivation on Blended Learning

P3 and P4: Impact of Technology on Blended Learning

P5: Impact of Social Interaction on Blended Learning

11. Opportunism and Specific Investment in Buyer-Supplier Relationships: The Role of Communication, Branding and Identity

Research Background

Buyer-Supplier Relationship

Specific Investment

Opportunism

Specific Investment and Opportunism in Buyer-Supplier Relationships

A Comprehensive Model of Specific Investment and Opportunism.

Communication, Brand, and Identity in the Buyer-Supplier Relationship

Communications

Brand

Identity

Typology of Buyer-Supplier Relationships

Key Terms Definitions

12. Corporate Brand Communication: Identity, Image and Reputation

Background to Corporate Brand Communication

Branding for Multi-Stakeholder Communication

Corporate Communication (CC)

Corporate Brand Communication

Corporate Advertising

Corporate Sponsorships

Internal Branding

Corporate Rebranding

Brand Communication for Re-branding: Case of a Canadian University (Based on Clark, Chapleo, &amp

Suomi, 2020)

Case Question

13. Augmented Reality and Corporate Brand Identity: An Opportunity for Pioneer Enterprises

AR between Tools and Business Models

The Main Business Models for Digital

Augmented Reality at the Service of Corporate Brand Identity

Case Study: Gucci

History

The New Route of Gucci: From Physical Stores to Phygital Spaces

Technological Tools: Towards Augmented Reality

Definitions

Note

14. From Digital Content Marketing Toward Brand Engagement

The Role of Digital Content Marketing in Brand Engagement

Digital Content Marketing Activities Construct Toward Brand Engagement

Social Media Characteristics

Source Characteristics

Content Characteristics

Customer Characteristics

Crowd Diversity

Customer e-participation

Brand Engagement

Content Volume and Valence.

Artificial Intelligence Index.

Notes:

Description based on print version record.

Includes bibliographical references and index.

Other Format:

Print version: Foroudi, Pantea The Emerald Handbook of Multi-Stakeholder Communication

ISBN:

9781800718975

1800718977