Some error occured while loading the Quick View. Please close the Quick View and try reloading the page.
Corporate Marketing Strategy offers a comprehensive treatment of the nature of relationships between companies, brands, and stakeholders in different regions of the world. The timely collection will serve as an important resource for international marketing and brand practitioners, who require more than anecdotal evidence, on important aspects relating to companies’ strategy, brands, identity, stakeholders, and reputation. The authors have blended an interesting mix of theory, primary research findings, and practice that will appeal to students, academics, and practitioners of international branding, identity, and marketing alike.
Building on decades of ground-breaking research into branding and corporate marketing, T C Melewar and his team reveal how organizations adapt to the challenges of the digital age, showcasing the transformative impact of digital platforms, social media, and artificial intelligence in redefining brand equity. Without a doubt, it will be remembered as a landmark study on brands and branding.
— Bernard Cova, Affiliate Professor, Omnes Group, France, and Visiting Professor Bocconi University, Italy
Pantea Foroudi is the business manager and solution architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London.
T C Melewar is Professor of Marketing and Strategy at the Business School, Middlesex University London, UK.
Charles Dennis is Professor of Digital Marketing and Consumer Behaviour at Newcastle University Business School, UK, and on the Editorial Advisory Board of International Journal of Consumer Studies.
Introduction to Corporate Marketing Strategy: A Contemporary Curation of Branding, Identity, Image and Reputation Studies; Pantea Foroudi, T C Melewar, and Charles Dennis
Part I. Digital Branding, Social Media and AI Integration
Chapter 1. An Empirical Analysis of the Impact of Social Media Marketing Activities on Customer Loyalty in Beauty Industry; Afra Sultana, Dongmei Zha, Maria Palazzo, and Pantea Foroudi
Chapter 2. Key Factors Influencing Consumer Buying Behaviour of Fashion Shoppers on Social Media Platforms; Amir Javani, Mahdi Rahmani, Marjan Behdad, and Sayed Mahdi H. Marashi
Chapter 3. The Influence of AI-Generated vs. Human-Crafted Storytelling on Consumer Perceptions of Innovativeness, Enjoyment, and Purchase Intentions for Traditional Artistic Techniques; Congye Zhang, Dongmei Zha, Pantea Foroudi, and Maria Palazzo
Chapter 4. Linking Brand Authenticity and Automation: A Focus on Ethical Implications of AI in Retail Branding; Pranjali Ambalal Kanchi, Pantea Foroudi, and Maria Palazzo
Part II. Corporate Identity, Image and Reputation
Chapter 5. Ethics Audit of the Credit Card Act Impacting Issuer Reputation and Sustainability: Policy Leaks, Concerns, Amendment Recommendations; Connie R. Bateman, Mary Askim-Lovseth, and Ellei Burmeister
Chapter 6. Digital Artisan Techniques: Promoting Blue Clip Valerian Printing Techniques by Improving the Production Method Using Parametric Design Software; Congye Zhang, Maria Palazzo, Pantea Foroudi, and Dongmei Zha
Chapter 7. Visual Influence: Strengthening Brand Recognition, Appeal, and Interaction through AI-Generated and Authentic Photographs; Pantea Foroudi and Maria Palazzo
Part III. Strategic Engagement, Sustainability and Stakeholder Relations
Chapter 8. Human–AI Collaboration in HRM: Balancing Efficiency, Fairness, and Strategic Value; Venkoba Rao and Mehdi Rahmani
Chapter 9. Intergenerational Sustainability in Family-Owned Tourism Enterprises: A Circular Economy Framework for Long-Term Environmental and Economic Resilience; Wejdan Al Kayid