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Full Description
The academic and scholarly interest in the subject of branding in both the consumer and industrial markets has grown substantially in the dynamic post-pandemic environment. The growth in research outputs by a handful of business scholars explains the impact of brand in an industrial business-to-business setting at the cognitive level only and has not considered its impact specifically on logistics and transportation despite the value it can offer. Considering these gaps in the periphery of our existing knowledge, this book explores corporate brand management within the logistics and transportation sector, from the perspective of image, reputation, and identity.
This edited collection offers a blend of comprehensive and extensive high quality research from global, highly reputed contributors. It covers issues related to the establishment of brands, relevant niches such as service performance and social support, aviation and maritime industries, media relations, crisis branding, and innovation. Exploring a wide range of sectors within logistics and transport, the book illustrates the many dimensions of corporate branding and theories, future trends and developments, as well as proposing a model for future research.
Containing a balance of theory and practice with effective case studies, Corporate Branding in Logistics and Transportation will appeal to marketing academics and upper-level graduates in particular. It will also be a valuable resource for those studying or researching logistics, supply chain management, and transport studies.
Contents
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
