Contents

Part I: Introduction;

1- Introduction: building corporate identity, image and reputation in the digital era / TC Melewar, Charles Dennis, and Pantea Foroudi;

Part II: Building a corporate brand identity;

2- Corporate identity: definition and component / Mohammad M. Foroudi, Pantea Foroudi and John M. T. Balmer;

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;

4- Reputation: Configuring the symmetrical and asymmetrical paths to architecture in a retail setting / Mohammad M. Foroudi, Pantea Foroudi and Zhongqi Jin;

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;

6- Corporate brand identity: virtual space / Maria Teresa Cuomo, Cinzia Genovino, Debora Tortora and Alex Giordano;

7- Aesthetic heritage and corporate branding: luxury heritage brands between tradition and modernity / Angela Bargenda;

Part III: Building a Corporate Brand Image

8- Corporate multi-channel branding: platforms for #CorporateBranding / Awele Achi, Ogechi Adeola and Francis Chukwuedo Achi;

9- Value co-creation behaviour: antecedents and consequences / Yousef Alqayed, Pantea Foroudi, Charles Dennis and Kaouther Kooli;

10- An assessment of customer experience concept: looking back to move forward / Dongmei Zha, Reza Marvi, Pantea Foroudi, Charles Dennis, Akiko Ueno, Zhongqi Jin, and TC Melewar;

11- Employees occupational identity / Maria Jerez, TC Melewar and Pantea Foroudi;

12- Behavioral intentions in the UK fashion industry: the impact of perceived fashion innovativeness on fashion brand image with the moderating role of social media marketing and lovemark / Helnaz Ahmadi Lari, Pantea Foroudi and Saheb Imani;

13- Corporate brand image: technology and innovation in e-tailing / Virginia Vannucci and Eleonora Pantano;

Part IV: Building a Corporate Brand Reputation

14- Take a new turn: relationships between corporate identity management and corporate reputation in a hospitality context
/ Pantea Foroudi, Reza Marvi, Javad Izadi and Pouya Pirzadeh;

15- Islamic brand love / Waleed Yousef and Najwa Yousef

16- Societal corporate branding and political discourse: where brand ethics meets with consumers’ clicktivism / Rossella Gambetti, Silvia Biraghi, TC Melewar and Angela Beccanulli;

17- Brand knowledge, brand community and brand engagement / Suraksha Gupta, Aisha Abuelmaatti and Dongmei Cao;

18- Building and sustaining personal brand: examining the effectiveness of personal branding in the context of education / Marwa Tourky, Pantea Foroudi and Fatma Haji Al-Zadjali;

19- How the digital environment and its user experience effects the customer’s perception of luxury brands and co-creation of brand value / Nastaran Norouzi Richards-Carpenter and Thimo Grantz;

20- Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation / Shahzeb Hussain.