Marketing Communications and Brand Development in Emerging Markets Volume II : Insights for a Changing World

1. Marketing Communications and Brand Development in A Changing World – Introduction, Issues and Perspectives -- 2. SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy -- 3. Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector -- 4. #BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour during the Covid-19 Pandemic in an Emerging Economy -- 5. Marketing Communcations During a Pandemic: Perspective from a Developing Country -- 6. Brand Management During a Crisis: Lessons for Indigenous Hospitality Organisations in Africa -- 7. Corporate Responsibility and Brand Development in Emerging Markets: Lessons from the Covid-19 Interventions in Nigeria -- 8. Examining the Significance of Corporate Social Responsibility in Building Employee Value Proposition and Brand Value in the United Arab Emirates -- 9. Corporate Social Responsibility and Corporate Bran Building in Africa’s Emerging Markets -- 10. Brand Development through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam -- 11. Critical Green Innovation Themes for Brand Development in Emerging Markets -- 12. Marketing Communications: Embedding Sustainability Practices in a Changing World.