Digital Transformation and Corporate Branding

Maria Teresa Cuomo is Professor of Business Economics at the University of Salerno, where she teaches “Management and Innovation” and “Management”. She taught also at the Business School of the “Bicocca” University in Milan. She is a member of several editorial committees of national and international journals. She has published in top international journals, about digital transformation, consumer behaviour, identity and reputation, corporate and investment assessment. She has presented papers and research outcomes at numerous conferences all around the world. She carries out research, consultancy, and training to various organisations (both public and private) on finance and performance, investment assessment, market research, and marketing.Pantea Foroudi is a business manager and solution architect at Foroudi Consultancy as well as a member of marketing, branding, and tourism, Middlesex University London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from multidisciplinary approach based on two research streams: (i) corporate brand design and identity and (ii) sustainable development goals (SDGs). Pantea has published widely in international academic journals, such as British Journal of Management, Journal of Business Research, European Journal of Marketing, and International Journal of Hospitality Management. She is the associate/senior/editor of International Journal of Hospitality Management; Journal of Business Research; International Journal of Hospitality Management; International Journal of Management Reviews; International Journal of Contemporary Hospitality Management; European Journal of International Management (EJIM); and more.

"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: "Digital transformation: corporate branding, 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"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

• 1. Digital transformation: corporate branding, identity and reputationMaria Teresa Cuomo and Pantea Foroudi2. Corporate Brand Strategy, stakeholders and technologies 4.0Rosa Maria Caprino and Sergio Bracale3. Digital Transformation and Corporate Branding: opportunities and challenges for identity and reputation managementCinzia Genovino4. Corporate brand strategy, customer value, customer satisfaction, customer loyalty, and business performanceFederico de Andreis5. Brand management in the age of social media through digital transformationOrsola Salmista and Cinzia Genovino6. Digital and marketing transformation in relation to brand value: The video game industryQingchen Tian, Nikolaos Stylos, Nazan Colmekcioglu and Dimos Andronoudis7. The impact of social media marketing efforts and activities on brand equity: The case of online applications in GreeceAchilleas Barlas8. E-tourism and gastronomic culture: how brands are making consumers’ mouth water in digital experienceAngela A. Beccanulli, Silvia Biraghi and Rossella C. Gambetti9. Mixed reality, mainstream for the lasting competitiveness of companiesCinzia Genovino, Pietro Paolo Mauro and Debora Tortora10. Examining the impact of employer branding on non-financial performance considering the roles of brand knowledge, attraction, motivation, and brand lovePayvand Mirzaeian Khamseh, Pantea Foroudi, and Manijeh Haghighinasab11. Examining the Impact of Brand Authenticity on Purchase Intention: A Study of Consumers’ Perception in the Context of Clothing Industry in IranSoheila Mehmannavazan, Pantea Foroudi, and Manijeh Haghighinasab12. Marketing in the Industry 4.0: The role of Mobile technologies to enhance consumer brand experience, Brand Advocacy and Brand Purchase IntentionsUmme Kalsoom, Pantea Forrudi, T.C. Melewar and Alexis Chapman13. 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-mouthMarzieh Soltani, Pantea Foroudi, and Manijeh Haghighi Nasab14. Experiencing the sense of artificial intelligence-enabled virtual assistants in retailingDongmei Zha