Short description:

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. 

Long 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.

?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

Table of 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