1st Edition

Business Digitalization Corporate Identity and Reputation

Edited By Pantea Foroudi, Maria Teresa Cuomo Copyright 2024
    202 Pages 10 B/W Illustrations
    by Routledge

    Technological advances, alongside increasing globalization and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organizations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity and reputation.

    This book brings together international contributors to provide examples from a wide range of industries and firms, including the retailing and agrifood 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 as the limitations and challenges they might deliver. Using a combination of theory, primary research findings and practice, this book offers viewpoints and expertise from multiple regions, appealing to a global audience.

    This edited collection serves as an important resource for researchers, scholars and postgraduate students of marketing, brand management and corporate communications and those interested in the emerging relationship with technology.


    Chapter 1. Introdction - Business Digitalisation: Corporate Identity and Reputation

    Pantea Foroudi and Maria Teresa Cuomo

    Chapter 2: Brand Identity and Digital Transformation: challenges and opportunities in the higher education sector

    Jane Hemsley-Brown

    Chapter 3: Religion, Social Media Networks and Marketing Opportunities: The case of British Muslim Entrepreneurs.

    Syed Ali Hayder, Dr Baseer Durrani and Nazan Colmekcioglu

    Chapter 4: Employees' social media presence: Future directions for corporate reputation

    Roberto Chierici, Alice Mazzucchelli and Angelo Di Gregorio

    Chapter 5: How digital technology adoption results in improved innovation and firm performance outcomes

    Farbod Fakhreddin

    Chapter 6: Customer engagement in international marketing research: intellectual structure and research agenda

    Fang Fang Li and Brian R. Chabowski

    Chapter 7: An Overview of the Influence of Technology on Homogenous and Heterogenous Culture

    Waleed Yousef and Maisam Yousef

    Chapter 8: Digital strategy and business performance

    Guido Amendola

    Chapter 9: Personalisation: The Construct and its Dimensions

    Mojgan Khorrami, Pantea Foroudi and Manijeh Haghighi Nasab

    Chapter 10: The Influence of eCommerce Providers in Promoting eCommerce: A Study of Nigeria E-Merchants’ and Online Customers’ Perspectives

    Vivian Otuekong and Pantea Foroudi


    Pantea Foroudi is a business manager and solution architect at Foroudi Consultancy and a member of marketing, branding and tourism at Middlesex University London.

    Maria Teresa Cuomo is a professor of Business Economics at the University of Salerno, where she teaches "Management and Innovation" and "Management."

    "Digital transformation has become increasingly important in the real world of management, yet academic research and guidance for management practice in the area of branding, identity and reputation has remained fragmented until now. This book fills that gap. The comprehensive approach details the extent to which digital transformation affects the processes of branding, identity and reputation. Writing about digital transformation is notoriously difficult, as ‘hot’ topics can become dated very quickly but this book manages to make sense of the rapidly changing digital environments. The book has an accessible style that will encourage students to extend their studies in digital transformation. I wholeheartedly recommend this text as an invaluable resource for academics, doctoral, postgraduate, graduate, and final year undergraduate students studying business, management and marketing, as well as practitioners looking for insights into how to successfully navigate the minefield of digital transformation."

    Charles Dennis, Professor in Marketing, Middlesex Business School London

    "Tackling a topic such as digital transformation is not easy in an epoch when it is very much dealt with. The volume is appreciable for its ability to combine the theoretical relevance / centrality of the issues with a practical reading of the context in which digital transformation may take place. A further specific merit is then the organicity and harmonization of the contributions, which although they come from different Authors, are admirably merged thanks to the commendable and punctual work of the Editors. I am sure that the anthological collection entitled Business Digitalization: Corporate Identity and Reputation may become a point of reference for scholars, marketing practitioners and students. Well done!"

    Gerardino Metallo, Professor of Management, University of Salerno, Italy