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1 – 10 of over 2000
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Book part
Publication date: 30 July 2018

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

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The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

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Social Recruitment in HRM
Type: Book
ISBN: 978-1-78635-695-6

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The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

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Book part
Publication date: 21 October 2022

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The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

Book part
Publication date: 17 June 2020

Alireza Nankali, Maria Palazzo, Mohammad Jalali, Pantea Foroudi, Nader Seyyed Amiri and Gholam Heydar Salami

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses…

Abstract

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.

Book part
Publication date: 4 December 2018

Chung-Shing Chan and Lawal M. Marafa

This chapter explores the concept of branding in a contemporary competitive arena of places. The multi-dimensional interpretations of places offer a variety of possibilities to…

Abstract

This chapter explores the concept of branding in a contemporary competitive arena of places. The multi-dimensional interpretations of places offer a variety of possibilities to better understand the true essence of destination branding. One of the common interpretations of places is through the study of their images, as destination branding requires a thorough understanding of destination image. The important foundation and relation of destination image are specified and explained. The notion of destination branding has evolved from the fields of marketing and urban studies and has become a cross-disciplinary research area. Thus, the researchers explain that destination branding as well as ‘place branding’ are dynamic concepts that are being continuously being explored in academia for the benefit of practitioners in travel and tourism. This chapter suggests that the use of brand equity is also one of the frontier areas of study in ‘place branding’ as it emphasises the need to thematise destinations (e.g. for their historical heritage, cultural value, natural attractions, etc.) and places for residence (e.g. as green cities, creative cities, smart cities, etc.).

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The Branding of Tourist Destinations: Theoretical and Empirical Insights
Type: Book
ISBN: 978-1-78769-373-9

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Book part
Publication date: 4 December 2018

Ahmad Raouf Rather

This study uses the social identity theory and relationship marketing theory to investigate customer satisfaction, commitment, trust and loyalty towards hospitality brands…

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This study uses the social identity theory and relationship marketing theory to investigate customer satisfaction, commitment, trust and loyalty towards hospitality brands. Therefore, the author develops and empirically tests the relationships among these constructs. The methodology involved the use of structured equation models to investigate the hypothesised relationships. The results suggest that customer brand identification has a positive influence on loyalty, commitment, satisfaction and trust. The study also implies that commitment mediates the relationships between the three relational constructs (customer identification, trust and satisfaction) and brand loyalty.

Details

The Branding of Tourist Destinations: Theoretical and Empirical Insights
Type: Book
ISBN: 978-1-78769-373-9

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1 – 10 of over 2000