http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Digital Transformation and Corporate Branding
Opportunities and Pitfalls for Identity and Reputation Management
Cover -- Endorsements -- Half Title -- Series -- Title -- Copyright -- Dedication -- Contents -- List of contributors -- 1 Digital transformation: corporate branding, identity, and reputation -- 2 Corporate brand strategy, stakeholders and technologies 4.0 -- 3 Digital transformation and corporate branding: opportunities and challenges for identity and reputation management -- 4 Corporate brand strategy, customer value, customer satisfaction, customer loyalty and business performance -- 5 Brand management in the age of social media through digital transformation
6 Digital and marketing transformation in relation to brand value: the video game industry -- 7 The impact of social media marketing efforts and activities on brand equity: the case of online applications in Greece -- 8 e-Tourism and gastronomic culture: how brands are making consumers' mouth water in digital experience -- 9 Mixed reality -- mainstream for the lasting competitiveness of companies -- 10 Examining the impact of employer branding on non-financial performance
11 Examining the impact of brand authenticity on purchase intention: a study of consumers' perception in the context of clothing industry in Iran -- 12 Marketing in the industry 4.0: the role of mobile technologies to enhance consumer brand experience, brand advocacy, and brand purchase intentions -- 13 Examining the impact of online customer engagement on non-financial performance considering the roles of brand attitude, customer co-creation, customer equity, and (e-)word-of-mouth -- 14 Experiencing the sense of artificial-intelligence-enabled virtual assistants in retailing -- Index
Description based upon print version of record.