图书简介

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.,

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