Branding and human capital are considered a firm’s most important assets, and the development of these intangible assets is a particularly challenging and important management task for human resource managers and marketers. Employee-based brand equity is a key advantage for the organization and an important part of the brand-based evaluation. To develop an effective and strong employee-based brand equity, firms need to focus on the perceptions of employees and promote positive attitudes about affiliation with the firm. Antecedents and Outcomes of Employee-Based Brand Equity explores the antecedents and consequences of employee-based brand equity from different perspectives and different artifacts of employee-based brand equity. This book highlights the importance of brand equity from a human resource management perspective. It further highlights the ways in which brand equity can be fruitful in understanding and learning different theories and concepts with the interaction of different industries and culture. Covering topics such as employee retention, psychological capital, and brand experience, this premier reference source is an indispensable resource for corporate offices, human resource managers, business leaders and managers, governmental organizations, marketing professionals, customer service professionals, libraries, students and educators of higher education, researchers, and academicians.

Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.

A level of decision making is concerned with deciding the organization’s objectives, resources, and policies. A significant problem at this decision-making level is predicting the organization’s future and its environment as well as matching the organization’s characteristics to that environment. This process generally involves technology and knowledge from the market and clients. In the current era, the implementation of marketing information systems supported with AI techniques is crucial to being a unique opportunity to leverage marketing strategies with cutting-edge technologies. Global Perspectives on the Strategic Role of Marketing Information Systems communicates the recent advances in marketing information systems. Covering topics such as digital entrepreneurship, international business, and micro and small enterprises, this premier reference source is a cutting-edge resource for marketers, entrepreneurs, business leaders and managers, IT managers, students and educators of higher education, librarians, researchers, and academicians.

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.

This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.

Through policies, regulations, and incentives, governments can encourage or compel businesses to adopt environmentally friendly practices. For example, regulations may set limits on emissions or mandate the use of renewable energy sources, while incentives like tax breaks, grants, or subsidies can make it financially viable for companies to invest in green technologies. Additionally, government-led public awareness campaigns and collaborations with industries can further drive the shift towards sustainability. By creating a regulatory environment that prioritizes ecological considerations, governments can significantly impact corporate behavior, leading to reduced environmental footprints and the promotion of long-term sustainable development. Government Influences on Eco-Friendly Practices in Business explores the integration of government influence into eco-friendly business practices. It provides a holistic understanding of sustainable business practices by offering insights into various dimensions of sustainability and their implications for businesses. Covering topics such as circular economy, green consumption, and sustainable business practices, this book is an excellent resource for academicians, researchers, graduate and postgraduate students, policymakers, business professionals, government institutions, and more.

The COVID-19 pandemic has adversely affected global trade. While factories have stopped production worldwide due to COVID-19, global trade has also been adversely affected by the pandemic. The international trade of the world’s top exporting countries has begun to decline. Although it is too early to judge the impact of the pandemic on world trade, as the virus has not yet been eradicated, research into the cause-effect relationship between these two phenomena is necessary to understand the magnitude of its impact as well as possible solutions to the problem. The Transformation of Global Trade in a New World provides relevant theoretical frameworks and the latest findings in the field of international business and internationalization. It addresses the asymmetric impact of the COVID-19 pandemic on international trade and the methods of entry into foreign markets together with the future prospects of global trade in an era of globalization. Covering topics such as economic crisis, green finance, and labor force sustainability, this premier reference source is an excellent resource for business leaders and executives, economists, logistics professionals, sociologists, students and faculty of higher education, librarians, researchers, and academicians.

In recent years, the public has become acquainted with the benefits of cannabis following the legalization of the use of cannabis-based products such as medicinal products, skincare and body products, CBD, and other developments. This has resulted in an economically viable industry that requires high-level investigation in order for countries to fully benefit from it. Rapid Innovation and Development in the Global Cannabis Market considers the recent innovations and developments in the global cannabis market, captures the effects of different policies governing the industry, and documents products and processes innovations. Covering topics such as market potential, government intervention, and sustainable models, this reference work is ideal for government officials, policymakers, industry professionals, researchers, scholars, practitioners, academicians, instructors, and students.

Businesses have had to face many challenges due to the COVID-19 pandemic; to survive in the changing landscape, they had to adapt quickly and implement new tactics and best practices to stay competitive. Networking is one of the many areas that looks vastly different in a post-pandemic world and companies must understand this change or risk falling behind. Further study is required to uncover the various difficulties and potential future directions of networking and innovation within the business landscape. The Handbook of Research on Digital Innovation and Networking in Post-COVID-19 Organizations provides a thorough overview of the ways in which organizations have had to change and adapt to the new business environments and considers how networking looks different in a post-COVID-19 world. Covering key topics such as organizational structures, consumer behavior, teleworking, and collaborations, this major reference work is ideal for managers, business owners, industry professionals, policymakers, researchers, scholars, academicians, practitioners, instructors, and students.