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

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing digital landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business. 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 Advances in technology and changes in consumer buying patterns have forced businesses in emerging economies to alter traditional marketing strategies to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Businesses striving to deal with the complexity of these challenges are seeking ways to create value for consumers and stakeholders, communicate the benefits of their offerings, and position their brands in a way that yields the greatest impact. The first of this two-volume book provides insights into nation branding, destination marketing, brand avoidance, sports marketing communications, sponsorship, health and lifestyle branding, digital marketing, and integrated marketing communications, and also offers futuristic perspectives on neuromarketing, artificial intelligence, and virtual reality. Volume II focuses on the influences of the Covid-19 pandemic, social responsibility, and emerging technologies on marketing communications and brand development in a changing world. Businesses in emerging economies will find well-sourced guidelines for marketing communications and brand development in the two volumes. Ogechi Adeola is Associate Professor of Marketing at the Lagos Business School, Nigeria. Robert E. Hinson is Professor and Deputy Vice Chancellor (Academic) at the University of Kigali, Rwanda. A M Sakthivel is a Professor of Marketing at Skyline University College, UAE