Global Branding: Breakthroughs in Research and Practice (2 Volumes)

Global Branding: Breakthroughs in Research and Practice (2 Volumes)

Release Date: July, 2019|Copyright: © 2020 |Pages: 969
ISBN13: 9781522592822|ISBN10: 1522592822|EISBN13: 9781522592839|DOI: 10.4018/978-1-5225-9282-2


To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits.

Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Awareness
  • Brand Communication
  • Brand Equity
  • Brand Identity
  • Consumer Engagement
  • Customer Loyalty
  • Product Innovation
  • Social Media
  • Sustainability

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Information Resources Management Association (IRMA) is a research-based professional organization dedicated to advancing the concepts and practices of information resources management in modern organizations. IRMA's primary purpose is to promote the understanding, development and practice of managing information resources as key enterprise assets among IRM/IT professionals. IRMA brings together researchers, practitioners, academicians, and policy makers in information technology management from over 50 countries.