All Outputs (130)

Africa Is Not a Country: Rebranding and Repositioning Africa as a Continent (2021)
Book Chapter
Mogaji, E. (2021). Africa Is Not a Country: Rebranding and Repositioning Africa as a Continent. In Marketing Brands in Africa (237-259). Springer International Publishing. https://doi.org/10.1007/978-3-030-77204-8_11

Disclaimers in Real Estate Print Advertisements (2021)
Book Chapter
Mogaji, E. (2021). Disclaimers in Real Estate Print Advertisements. In Advances in Advertising Research (Vol. XI) (91-103). Springer. https://doi.org/10.1007/978-3-658-32201-4_7

Buying a home is considered a major financial decision and one of the most expensive purchases an individual can ever make. Making an informed choice is, therefore, considered vitally important. While acknowledging the complex and multi-faceted due d... Read More about Disclaimers in Real Estate Print Advertisements.

Green Marketing: An Introduction (2021)
Book Chapter
Mukonza, C., Hinson, R. E., Adeola, O., Adisa, I., Mogaji, E., & Kirgiz, A. C. (2021). Green Marketing: An Introduction. In Green Marketing in Emerging Markets (3-14). Springer International Publishing. https://doi.org/10.1007/978-3-030-74065-8_1

Personal Data and Collective Value: Data-Driven Personalisation as Network Effect (2021)
Book Chapter
O’Donovan, N. (2021). Personal Data and Collective Value: Data-Driven Personalisation as Network Effect. In Data-Driven Personalisation in Markets, Politics and Law (74-92). Cambridge University Press (CUP). https://doi.org/10.1017/9781108891325.006

Over recent years, economists, lawyers and regulators have become increasingly interested in the role played by ‘network effects’ in the digital economy: namely, the phenomenon whereby a platform becomes increasingly valuable to its users, the more u... Read More about Personal Data and Collective Value: Data-Driven Personalisation as Network Effect.

Understanding Affordable Housing in the Context of Sustainable Development (2021)
Book Chapter
Fernandez, R. M. (2021). Understanding Affordable Housing in the Context of Sustainable Development. In W. Leal Filho (Ed.), No Poverty (1087-1097). Springer. https://doi.org/10.1007/978-3-319-95714-2_25

How Hybrid Learning Can Enhance Student Experience and Teaching Outcomes in the Wake of Covid-19 - A Case Study of a Business School in the UK (2021)
Book Chapter
Zhao, F., Fashola, O., Olarewaju, T., Moran, F., Dobson, P., Reszka, M., & Mitchell, K. (2021). How Hybrid Learning Can Enhance Student Experience and Teaching Outcomes in the Wake of Covid-19 - A Case Study of a Business School in the UK. In Eurasian Business and Economics Perspectives (69–89). Springer. https://doi.org/10.1007/978-3-030-94672-2_5

COVID-19 is reshaping the delivery of higher education on a global scale. With universities closing their campuses, online and remote learning has become a necessity. This article reports on the research findings on various initiatives taken by a bus... Read More about How Hybrid Learning Can Enhance Student Experience and Teaching Outcomes in the Wake of Covid-19 - A Case Study of a Business School in the UK.

Contemporary Issues in Brand Management (2021)
Book Chapter
Mogaji, E. (2021). Contemporary Issues in Brand Management. In Brand Management. Springer. https://doi.org/10.1007/978-3-030-66119-9_12

Introduction to Brand Management (2021)
Book Chapter
Mogaji, E. (2021). Introduction to Brand Management. In Brand Management (1-20). Springer International Publishing. https://doi.org/10.1007/978-3-030-66119-9_1

Brand management is multifaceted, complicated and complex, but it is important to start with the basics. Brands exist in the subconscious of everyone who uses or experiences them: employees, investors, the media and, perhaps most importantly, users.... Read More about Introduction to Brand Management.

Brand Equity (2021)
Book Chapter
Mogaji, E. (2021). Brand Equity. In Brand Management (159-180). Springer International Publishing. https://doi.org/10.1007/978-3-030-66119-9_8

Brands need to be built and managed to ensure their long-term sustainability. There are ongoing activities to innovate, build trust in the brand, integrate identities and effectively communicate with stakeholders. This built-up brand becomes valuable... Read More about Brand Equity.

Brand Integration (2021)
Book Chapter
Mogaji, E. (2021). Brand Integration. In Brand Management (123-144). Springer. https://doi.org/10.1007/978-3-030-66119-9_6

Having a brand identity is not enough. The beautiful logo is not the end of brand management. Brands need to make sure that their brands are well integrated and seen by the target audience. This chapter explores brand integration, which is a continuo... Read More about Brand Integration.

Brand in the Digital Era (2021)
Book Chapter
Mogaji, E. (2021). Brand in the Digital Era. In Brand Management (145-158). Springer. https://doi.org/10.1007/978-3-030-66119-9_7

Digital channels and assets are becoming an integral part of business practices and brands need to use them effectively to communicate and position their brands. Being digital requires being open to re-examining your entire way of doing business. It... Read More about Brand in the Digital Era.

Brand Identity (2021)
Book Chapter
Mogaji, E. (2021). Brand Identity. In Brand Management (85-122). Springer. https://doi.org/10.1007/978-3-030-66119-9_5

Brand identity is one of the most exciting components of brand management, and it presents physical elements that consumers can recognise as they engage with a brand. This component moves beyond the brand philosophy, values and positioning, which can... Read More about Brand Identity.

Brand Mergers and Acquisitions (2021)
Book Chapter
Mogaji, E. (2021). Brand Mergers and Acquisitions. In Brand Management (207-224). Springer. https://doi.org/10.1007/978-3-030-66119-9_10

To grow the brand, beat the competition and gain more market share, brands may decide to acquire or merge with a competitor brand. In some cases as well, when a brand is no longer profitable, they may be acquired by a bigger and more established bran... Read More about Brand Mergers and Acquisitions.

Brand Positioning (2021)
Book Chapter
Mogaji, E. (2021). Brand Positioning. In Brand Management (63-84). (1). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-66119-9_4

The perception of a brand is in the minds of the consumers. This perception may make them associate innovation with a brand, and likewise, they could associate poor service with a brand. Brands will have to keep their standards and improve on innovat... Read More about Brand Positioning.

Ethical Branding (2021)
Book Chapter
Mogaji, E. (2021). Ethical Branding. In Brand Management (21-42). Springer. https://doi.org/10.1007/978-3-030-66119-9_2

Doing business the right way is important but often the question is: What is right? Ethics is not something that should be left and just considered as an afterthought. Ethical actions should be integral, inherent and intentional. It should be fully i... Read More about Ethical Branding.

Brand Philosophy (2021)
Book Chapter
Mogaji, E. (2021). Brand Philosophy. In Brand Management (43-61). (1). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-66119-9_3

Making work: The knowledge economy, automation, and industrial strategy (2021)
Book Chapter
O'Donovan, N. (2021). Making work: The knowledge economy, automation, and industrial strategy. In The Political Economy of Industrial Strategy in the UK. Agenda Publishing

Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter (2021)
Book Chapter
Mogaji, E., Watat, J. K., Olaleye, S. A., & Ukpabi, D. (2021). Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter. In Strategic Corporate Communication in the Digital Age (89-114). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80071-264-520211006

Like many other organizations, universities are using social media to engage with their stakeholders as they have varying interests and commitments. This chapter focuses on strategic communication and stakeholder engagement by UK universities on Twit... Read More about Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter.

Enhancing Transportation Service Experience in Developing Countries: A Post Pandemic Perspective (2021)
Book Chapter
Mogaji, E., Adekunle, I. A., & Nguyen, N. P. (2021). Enhancing Transportation Service Experience in Developing Countries: A Post Pandemic Perspective. In The Future of Service Post-COVID-19 Pandemic, Volume 1 (177-199). (1). Springer. https://doi.org/10.1007/978-981-33-4126-5_9

The impact of COVID-19 on human activities has been immense, and the consequences are still unfolding. The arrival of COVID-19 has changed the provision and delivery of transportation services. This chapter specifically focuses on the anticipated pos... Read More about Enhancing Transportation Service Experience in Developing Countries: A Post Pandemic Perspective.

Shifting models of energy companies towards green economy in Europe (2021)
Book Chapter
Fernandez, R. (2021). Shifting models of energy companies towards green economy in Europe. In J. M. Fairbrass, & N. Vasilakos (Eds.), The Rise of the Green Economy: Challenges and Opportunities (107 - 126). Cambridge University Press. https://doi.org/10.1017/9781108780933.008

The traditional model of European energy company has been characterised by big entities that usually play a relatively important role as national champions in terms of market share, assets value, vertical integration, political influence and employme... Read More about Shifting models of energy companies towards green economy in Europe.