Marketing Communications and Brand Development in Emerging Markets Volume II: Insights for a Changing World (Palgrave Studies of Marketing in Emerging Economies)

Preface
Contents
Notes on Contributors
List of Figures
List of Tables
Part I: Introduction
	1: Marketing Communications and Brand Development in a Changing World: Introduction, Issues, and Perspectives
		Introduction
		The Context: Emerging Economies
		Marketing Communications and Branding
		Issues and Perspectives on Marketing Communications and Brand Development in Emerging Economies
			Marketing Communications and Technology
			Branding and Marketing Communications During a Pandemic
			Corporate Social Responsibility and Sustainability Management in a Time of Crisis
		Marketing Communications and Branding in a Changing World
		Book Themes
		References
Part II: Marketing Communications and Adapting to a Changing World Through Technology
	2: SMEs’ Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy
		Introduction
		Literature Review and Conceptual Model Development
		Perceived Usefulness (PU)
		Perceived Ease of Use (PEU)
		P2: Perceived Ease of use has an effect on adoption of Chatbots among SMEs. Perceived Security
		P3: Perceived technology security has an effect on the adoption of Chatbots among SMEs. Perceived Organisational Resources
		P4: Perceived Organisational Resources have an effect on the adoption of Chatbots among SMEs. Pressure from Customers
		P5: Pressure from customers has an effect on the adoption of Chatbots among SMEs. Pressure from Competitor
		P6: Pressure from competitors has an effect on the adoption of Chatbots among SMEs. SME Organisational Culture
		P7: SME Organisational culture moderates the relationships between (a) perceived usefulness, (b) perceived ease of use, (c) perceived security, (d) perceived organisational resources, (e) pressure from customers, and (f) pressure from competitors
		Contributions
		Conclusion and Future Research Recommendation
		References
	3: Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector
		Introduction
		Evolution of Marketing Communication
			Word of Mouth (WOM)
			QR Codes (QRC)
			Real-Time Marketing (RTM)
			Social Media Marketing (SMM)
		Industrial Revolution 4.0: Transformation Across H&T Marketing Communication
		Use of AR and VR in the Hospitality and Tourism Sector
		Challenges and Opportunities of Using AR/VR in the Hospitality/Tourism Sector
		Benefits of Using AR/VR in the Hospitality and Tourism Sector During the COVID-19 Pandemic
		Best Practices of AR and VR Integration in the Hospitality and Tourism Service Sector Globally
			Augmented Reality in the Restaurants
			Augmented Reality in Urban Heritage Tourism
		Virtual Reality (VR) in Malaysian Tourism
		Conclusion
		Implications and Future Suggestions
		References
Part III: Branding and Marketing Communications During a Pandemic (COVID-19)
	4: #BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour During the COVID-19 Pandemic in an Emerging Economy
		Introduction
		Literature Review
			Advertising and Public Policy
			Advertising Appeal in Time of Pandemic
			Theoretical Framework
		Methodology
		Results
			Banks’ Communications
			Customers’ Perception
			Advertisement Impact
		Discussion
			Theoretical Contribution
			Managerial Implications
		Conclusion
		References
	5: Marketing Communications During a Pandemic: Perspective from a Developing Country
		Introduction
			Methodology
			Marketing Communications During COVID-19
				Advertising During COVID-19
				Digital Media Marketing
				Website
				Electronic Commerce
				Social Media
			Content Marketing During Pandemics
		Conclusion
		Recommendations for Firms
		References
	6: Brand Management During a Crisis: Lessons for Indigenous Hospitality Organisations in Africa
		Introduction
		Brand, Brand Management, and Hospitality Industry in Africa
		Hospitality Brands and Covid-19 in Africa
		Theoretical Underpinning: The Contingency Approach to Brand Management During a Crisis
		Managing Hotel Brands During Covid-19 in Africa
			Radisson Hotel Group
			Marriot International
			Accor Hotels
			Hilton Hotel
		Recommendations for the Hotel Sector in Africa
		Conclusion
		References
	7: Corporate Social Responsibility and Brand Development in Emerging Markets: Lessons from the COVID-19 Interventions in Nigeria
		Introduction
		Relationship Between CSR and Brand Development
			Stakeholder Management Theory
		Enhancing CSR Practice in Emerging Markets: Any Lessons Learned from the COVID-19 Interventions in Nigeria?
		Conclusion
		References
Part IV: Corporate Social Responsibility and Sustainability Management in a Changing World
	8: Examining the Significance of Corporate Social Responsibility in Building Employee Value Proposition and Brand Value in the United Arab Emirates
		Introduction
		Concept of Corporate Social Responsibility
		Corporate Social Responsibility (CSR) Approaches and Models
		Benefits of Corporate Social Responsibility
		Findings from the Case Studies
		Implications for Theory and Practice
		Conclusions
		References
	9: Corporate Social Responsibility and Corporate Brand Building in Africa’s Emerging Markets
		Introduction
		The Concept Corporate Social Responsibility
		Understanding Corporate Brand Building
		Corporate Social Responsibility and Corporate Brand Building
		Corporate Social Responsibility and Corporate Brand Building in Africa’s Emerging Market
		Conclusion
		Recommendations
		References
	10: Brand Development Through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam
		Introduction
		Literature Review
			Sustainability Certifications
			Factors Contributing to the Adoption of B Corporate Certifications
			The Proliferation of Corporate B Certifications
		Methodology
		Results
		Discussion
		Conclusion
		References
	11: Critical Green Innovation Themes for Brand Development in Emerging Markets
		Introduction
		Green Innovation in Emerging Markets
		Benefits of Green Innovation (GI)
		Components of Green Innovation
			Green Product Innovation (GPI)
			Green Process Innovation (GPRI)
			Green Organisational Innovation (GOI)
			Green Market Innovation (GMI)
			Green Managerial Innovation (GMGI)
		Drivers of Green Innovation
			Technological System and Communication Tools
			Employee’s Knowledge
			Competitive Advantage Enablers
			Resources Based View (RBV)
			Corporate Environmental Ethics
			Big Data
		Green Innovation and Branding
		Conclusion
		Recommendations
		Future Research
		References
	12: Marketing Communications: Embedding Sustainability Practices in a Changing World
		Introduction
		Marketing Communications and the Sustainability Agenda
		Marketing Communications, Branding, and COVID-19
		Corporate Social Responsibility and Marketing Communications
		Suggestions and Recommendations for Managers in Emerging Economies
		Future Studies
		Conclusion
		References
Index