Marketing Communications and Brand Development in Emerging Markets Volume II: Insights for a Changing World
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Chapter 1
Marketing Communications and Brand Development in A Changing World - Introduction, Issues and Perspectives (Ogechi Adeola, Robert E Hinson, A. M. Sakkthivel)
Chapter 2
SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy (Sany Sanuri Mohd Mokhtar and Maruf Gbadebo Salimon)
Chapter 3
Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector (Kandappan Balasubramanian, Puvaneswaran Kunasekaran, Rupam Konar & A. M. Sakkthivel)
Chapter 4
#BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour during the Covid-19 Pandemic in an Emerging Economy (Nguyen Phong Nguyen & Emmanuel Mogaji)
Chapter 5
Marketing Communcations During a Pandemic: Perspective from a Developing Country (Gloria K.Q. Apyapong)Chapter 6
Brand Management During a Crisis: Lessons for Indigenous Hospitality Organisations in Africa (Isaish Adisa, Oserere Ibelegbu & Blessing Chukwuka)
Chapter 7
Corporate Responsibility and Brand Development in Emerging Markets: Lessons from the Covid-19 Interventions in Nigeria (Silk Ugwu Ogbu)Chapter 8
Examining the Significance of Corporate Social Responsibility in Building Employee Value Proposition and Brand Value in the United Arab Emirates (Kakul Agha & Jason Fitzsimmons)
Chapter 9
Corporate Social Responsibility and Corporate Bran Building in Africa's Emerging Markets (Abel Kinoti Meru & Mary Wanjiru Kinot)
Chapter 10
Brand Development through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam (Nguyen Phong Nguyen & Emmanuel Mogaji)
Chapter 11
Critical Green Innovation Themes for Brand Development in Emerging Markets
Chapter 12
Marketing Communications: Embedding Sustainability Practices in a Changing World (Ogechi Adeola & Evans Olaniyi)
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