Marketing Communications and Brand Development in Emerging Markets Volume II

Chapter 1 Marketing Communications and Brand Development in a Changing World: Introduction, Issues, and Perspectives

Chapter 2 SMEs’ Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy

Chapter 3 Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector

Chapter 4 #BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour During the COVID-19 Pandemic in an Emerging Economy

Chapter 5 Marketing Communications During a Pandemic: Perspective from a Developing Country

Chapter 6 Brand Management During a Crisis: Lessons for Indigenous Hospitality Organisations in Africa

Chapter 7 Corporate Social Responsibility and Brand Development in Emerging Markets: Lessons from the COVID-19 Interventions in Nigeria

Chapter 8 Examining the Significance of Corporate Social Responsibility in Building Employee Value Proposition and Brand Value in the United Arab Emirates

Chapter 9 Corporate Social Responsibility and Corporate Brand Building in Africa’s Emerging Markets

Chapter 10 Brand Development Through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam

Chapter 11 Critical Green Innovation Themes for Brand Development in Emerging Markets

Chapter 12 Marketing Communications: Embedding Sustainability Practices in a Changing World