Even before the outbreak of COVID-19, scholars and marketers alike were paying increased attention to the complex array of stakeholders that corporations need to address to maintain a strong brand, identity, and reputation. To date, however, little empirical research into these issues has been published, and no single work has taken stock of the major changes in the field of stakeholder communication as they apply to corporate branding. The Emerald Handbook of Multi-Stakeholder Communication gathers an international, multidisciplinary team of experts to present just such sorely needed insight into effective brand messaging for multiple stakeholders, all while utilizing a diverse array of theoretical and methodological approaches that cumulatively present an up-to-date overview of the whole field. Starting with an introductory section on corporate messaging in a post-COVID era, chapters cover branding, identity, and reputation, respectively before covering differing marketing approaches and building a concluding reflection on future challenges and opportunities. These chapters offer comparative analyses of many different types of stakeholders from all over the globe. B2C, B2B, C2C and P2P contexts are all considered, as are recent developments in the field related to social media relations, sustainability and inclusivity, and virtual, mixed, and augmented reality. This comprehensive handbook is a must-have resource not only for students and researchers in business, management, brand management, communication, consumer behaviour, and marketing, but also for marketing practitioners, advertising and PR practitioners, and business consultants.

Table of Contents:
PART I. Introduction Chapter 1. Multi-Stakeholder Communication: Emerging Issues for Corporate Identity, Branding and Reputation; Pantea Foroudi, Bang Nguyen, and T.C. Melewar PART II. Stakeholders’ Communication: Branding Chapter 2. Corporate Brand Communication Oriented in Higher Education Sector; Jane Hemsley-Brown and Izhar Oplatka Chapter 3. Assessing the Psychological Impact of the Pandemic Narrative in the Media on Hospitality Consumption Mood; Dongmei Zha, Pantea Foroudi, T.C. Melewar, and Zhongqi Jin Chapter 4. Out-Group Reaction Towards Religiously Endorsed Products (RlPS) and Response of Brand Managers; Nazan Colmekcioglu Chapter 5. Integrated Stakeholders’ Communication Management In B2C Context; Angela Beccanulli, Silvia Biraghi, and Rossella Gambetti Chapter 6. ISLAMIC BRANDING: Examines the Concept of Religious Branding and how Beliefs Influence Brand Loyalty, Word-of-Mouth and Purchase Intention; Waleed Yousef and Ahmed Alhabashi Chapter 7. The Importance of Social Media Opinion Leadership in Corporate Branding and Influencing Consumers’ Behavioral Intentions; Farbod Fakhreddin Chapter 8. Digital Transformation and Corporate Branding: Opportunities and Challenges for Identity and Reputation Management; Maria Jerez-Jerez PART III. Stakeholders’ Communication: Identity Chapter 9. Examining the Influence of Corporate Identity on Corporate Reputation and Non-Financial Brand Performance in the Context of Higher Education; Amad Ali, Pantea Foroudi, and Maria Palazzo Chapter 10. Impact of Motivation, Technology and Social Interaction on Teaching Using Blended Learning; Marwa Abdellateef and Pantea Foroudi Chapter 11. Opportunism and Specific Investment in Buyer-Supplier Relationships: The Role of Communication, Branding, and Identity; Hashem Aghazadeh, Hossein Maleki, and Sajedeh Sadat Majidi Chapter 12. Corporate Brand Communication: Identity, Image and Reputation; Abraham Joseph and Suraksha Gupta Chapter 13. Augmented Reality and Corporate Brand Identity: An Opportunity for Pioneer Enterprises; Maria Teresa Cuomo, Cinzia Genovino, Orsola Salmista, and Rosa Maria Caprino Chapter 14. From Digital Content Marketing Toward Brand Engagement; Rahime Zaman Fashami, Manijeh Haghighinasab, Nader Seyyedamiri, and Pari Ahadi Chapter 15. Can Research Methods Replace the Strategy? Designing and Implementing City Marketing Research in Two Greek Cities: Advantages and Disadvantages; Kleanthis Sirakoulis and Alex Deffner Chapter 16.The Role of Wayfinding in Healthcare. Making the Environment Healthier; Ann Petermans and Luciana Mattiello PART IV. Stakeholders’ Communication: Reputation Chapter 17. Corporate Brand Reputation and COVID-19 Pandemic Management: Interpretive Approach from Aviation Sector in Malaysia; Nor Aida Abdul Rahman and Mohamed Idrus Abdul Moin Chapter 18. Corporate Brand Reputation and Ethic, Sustainability, and Inclusion: The Shift in Post Pandemic Corporate Narrative: From Corporate Brand Reputation to Corporate Sustainability; Nina Overton-De Klerk and Clarissa Muir Chapter 19. Mapping Customer Engagement’s Intellectual a Multi-Method Bibliometric Approach and Future Directions; Reza Marwi, Linda D Hollebeek, and Pantea Foroudi Chapter 20. Stakeholders’ Communications in Online Setting: A Sub-Saharan African Perspective during COVID-19 Pandemic Lockdown; Ogechi Adeola, Emeka Raphael Agu, and Oserere Ibelegbu Chapter 21. Examining the Influence of Eco Fashion Innovativeness towards Fast Fashion Brand Image and Behavioral Intentions: A Study of Consumers’ Perception towards Eco Innovation Practices in the United Kingdom; Helnaz Ahmadi Lari, Pantea Foroudi, and Charles Dennis Chapter 22. Linking Customer-Integration and Co-Production to Service-Quality-Performance: The Importance of Quality-Control Initiatives; Zyad M. Alzaydi, Chanaka Jayawardhena, Bang Nguyen, Pantea Foroudi, and Maria Palazzo Chapter 23. Proposing Self-Service Technology Model in a Service Ecosystem Playground; Asieh Nazemi, Manijeh Haghighinasab, and Pantea Foroudi Chapter 24. Digitally Transformed Value Exchange of Company with Customers and Collaborators; Hashem Aghazadeh, Nakisa Rezaie, and Pedram Fazlinejad Chapter 25. Brand Co-Innovation in the Sharing Economy: A Conceptual Framework from Insight to Performance-Based Value Co-Creation and Customer Engagement; Alireza Nankali, Nader Seyyedamiri, Tahmoures Hassan Gholipour, Pantea Foroudi, Datis Khajeheian, and Fatemeh Dekamini