Corporate Marketing Strategy

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.

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.

• Introduction to Corporate Marketing Strategy: A Contemporary Curation of Branding, Identity, Image and Reputation Studies; Pantea Foroudi, T C Melewar, and Charles DennisPart I. Digital Branding, Social Media and AI IntegrationChapter 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 ForoudiChapter 2. Key Factors Influencing Consumer Buying Behaviour of Fashion Shoppers on Social Media Platforms; Amir Javani, Mahdi Rahmani, Marjan Behdad, and Sayed Mahdi H. MarashiChapter 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 PalazzoChapter 4. Linking Brand Authenticity and Automation: A Focus on Ethical Implications of AI in Retail Branding; Pranjali Ambalal Kanchi, Pantea Foroudi, and Maria PalazzoPart II. Corporate Identity, Image and ReputationChapter 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 BurmeisterChapter 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 ZhaChapter 7. Visual Influence: Strengthening Brand Recognition, Appeal, and Interaction through AI-Generated and Authentic Photographs; Pantea Foroudi and Maria PalazzoPart III. Strategic Engagement, Sustainability and Stakeholder RelationsChapter 8. Human–AI Collaboration in HRM: Balancing Efficiency, Fairness, and Strategic Value; Venkoba Rao and Mehdi RahmaniChapter 9. Intergenerational Sustainability in Family-Owned Tourism Enterprises: A Circular Economy Framework for Long-Term Environmental and Economic Resilience; Wejdan Al Kayid