Consumers live immersive experiences that enable brand associations, especially in virtual space. By branding the virtual world, businesses can use smart technologies and social media to engage and create relationships with customers, achieving competitive advantages. This chapter aims to underline the importance of digital (smart) and social media in corporate branding, identity, image and reputation.
Cuomo, M. T., Genovino, C., Tortora, D., & Giordano, A. (2021). Corporate brand identity: Virtual space. In Building Corporate Identity, Image and Reputation in the Digital Era (pp. 169-180). Routledge.
Genovino Cinzia
;Maria Teresa Cuomo
;
2021-01-01
Abstract
Consumers live immersive experiences that enable brand associations, especially in virtual space. By branding the virtual world, businesses can use smart technologies and social media to engage and create relationships with customers, achieving competitive advantages. This chapter aims to underline the importance of digital (smart) and social media in corporate branding, identity, image and reputation.File in questo prodotto:
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