Corporate Branding in Logistics and Transportation

ISBN-13: 9781032412214 / Twarda / 2024 / 248 str.

Opis

This edited collection offers a blend of comprehensive and extensive high quality research from global, highly reputed contributors. It covers issues related to establishment of brands, relevant niches such as service performance and social support, aviation and maritime industries, media relations, crisis branding and innovation. 

Recenzje

“This is a timely book given the logistics and transport problems highlighted by global events. The in-depth treatment of the core elements of corporate branding and reputation is complemented by topical issues of social media, ethics, sustainability and social responsibility. It is a must read not only for students of branding and transportation management, but also for practitioners and consultants in this massive industry.” 

-          Vince Mitchell, Professor of Marketing, The University of Sydney Business School

 

“Edited by a team of world-renowned scholars, this volume offers unique insights into the emerging role of brand identity, image, and reputation in logistics and transportation. Structured around sixteen chapters, this text not only reflects state-of-the-art research on corporate branding in these industries, but also provides clear guidance for practitioners working in the field.”

-          Prof. Dr. Dr. h.c. Marko Sarstedt, Institute for Marketing, Ludwig-Maximilians-University Munich, Germany

 

 

“This book provides a great overview of current practices, challenges and trends within the field of corporate branding in the logistics and transportation sectors. By combining academic theory with a lot of practical examples and cases, it will surely be a valuable resource to interested academics as well as practitioners working in these industries.”

-          Prof Guido Berens, Erasmus, Netherlands

 

Spis treści

Introduction

 

Part I: Introduction to Branding in Logistics and Transport

 

Chapter 1. Corporate Branding in Logistics and Transport Sector: The Concept, History, Current and Future Trends

Emilia Van Yaroson, Katherine Baxter, Arnt Kyawt Ni

 

Chapter 2. The Role of Technology Advancement in Managing Business and Establishing Corporate Brand Image:  Conception, Challenges and Commendation in Logistics and Transport Sector

Nor Aida Abdul Rahman, TC Melewar, Pantea Foroudi, and Suraksha Gupta

 

Chapter 3. Customer experience:  A critical review and research agenda

 Reza Marvi, DongMei Zha, Pantea Faroudi

 

PART II: Designing brand identity and developing brand image in the logistics and transportation industry via technology and innovation

 

Chapter 4. Corporate brand identity: Social media communication in Transportation industry

Maria Teresa Cuomo, Federico de Andreis, Cinzia Genovino and Debora Tortora

 

Chapter 5. Sustainability, Technology, and Strategic Corporate Branding for Halal Logistics

Mohamed Syazwan Ab Talib

 

Chapter 6. Landmarks in Road Access Wayfinding for Airport Branding

Nur Khairiel Anuar, Rohafiz Sabar

 

Chapter 7. Corporate branding in logistics: The state of the art and further trends

Fernando Mayor-Vitoria

 

Chapter 8. Halal-Logistics Value Creation (HLVC) on Micro, Small and Medium Enterprise (MSMEs) Halal Branding

Rohafiz Sabar, Nur Khairiel Anuar, Ahmad Shabudin Ariffin and Hasrul Hashom

 

Chapter 9. Does supply chain collaboration enhance MSMEs’ brand image? A perspective from an emerging economy

Siti Norida Wahab and Abu Bakar Abdul Hamid

 

PART III: B2B brand strategy and reputation, Brand love

 

Chapter 10. Rebranding in the Airline companies after the pandemic: Implementation framework

Abebe Ejigu Alemu, Abdelsalam Adam Hamid

 

Chapter 11. Brand Stretching and Digitalization Strategy: A Case Study of a Low-Cost Carrier Airline on Surviving the COVID-19 Pandemic

Azahar Hamid, Rita Zaharah Wan Chik

 

Chapter 12. The Influence of Religious Beliefs On Islamic Brand Love, Happiness, And Intention to Travel: A Qualitative Approach

Waleed Yousef and Maisam Yousif

 

O autorze

Nor Aida Abdul Rahman is an Associate Professor at Universiti Kuala Lumpur, Malaysia.

T.C. Melewar is Professor of Marketing and Strategy and Head of Department of Marketing, Branding and Tourism and Middlesex University London, UK.

Pantea Foroudi is Programme Leader and Lecturer in Marketing and Branding at Middlesex Business School, Middlesex University London, UK.

Suraksha Gupta is Professor of Marketing at Newcastle University, UK.