Journal of Brand Strategy

2012 - 2024

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Volume 13, issue 4, 2024

Editorial pp. 312-313

Simon Beckett

Improving brand outcomes through consumer co-creation: An agile formula for success pp. 314-324

Chris Bailey

What can marketers learn from a poker player, a jazz musician, a tennis player and a dancer? pp. 325-333

Jim Delash

Revolutionising brand engagement: Empowering full-funnel affiliate marketing strategies using Performance PR pp. 334-345

Safwan Khalid, Yesica Lepe Cohen and Jacob Crompton-Schreiber

Revitalising US urban tourism post COVID-19: A brand strategy case study pp. 346-355

Carly Fink and Kristen Adamo

A call for authentic narrative in branded entertainment: A measurement instrument pp. 356-379

Marthinus Van Loggerenberg, Zifei Fay Chen, Carla Enslin and Marlize Terblanche-Smit

The role of brand-specific traditions and consumer self-identity factors in shaping private label brand attitudes pp. 380-390

Brian Whelan

Tapping Generation Z micro-influencers for marketing and branding pp. 391-401

Jay I. Sinha

Volume 13, issue 3, 2024

Editorial pp. 208-209

Simon Beckett

Unlocking retail media: Disruption, challenges and opportunities pp. 210-218

Vivek Rastogi

Creating cultural edge: Strategic employer branding for enhanced organisational agility, resilience and top talent acquisition and retention pp. 219-228

Markus Kramer

Greenwashing and greenhushing: Risks and opportunities from the gap between brand sustainability perceptions and performance pp. 229-240

Robert Haigh and Sofia Liszka

From good fortune to unique finds: How luck shapes consumer desire for unique products pp. 241-253

Ryall Carroll, Fabienne Cadet and Luke Kachersky

Everything is media: A new approach to media and storytelling in the new digital era pp. 254-270

Alon Weinpress

Navigating the dairy aisle: Consumers’ unique shopping journey buying local dairy products, and the implications for a tailored brand marketing strategies pp. 271-287

Heejin Lim, Michelle L. Childs and Kaitlyn Sifford

Can brands escape the hate? A keyword analysis pp. 288-306

Handan Ozdemir, Elif Akagün Ergin and Baris Batuhan Geçit

Volume 13, issue 2, 2024

Editorial pp. 112-113

Simon Beckett

Building capabilities for an orchestrated customer experience in the life-sciences sector: Case study of CSL Behring pp. 114-122

Stuart Davis

Navigating the artificial intelligence frontier: Strategic imperatives for safeguarding brand integrity pp. 123-130

Nasser Sahlool

Debunking brand safety and suitability myths in podcasting pp. 131-138

Lisa Prentis Jacobs, Idil Cakim, Devora Rogers and Heather O’Shea

The audience journey funnel is dead — use a playground instead pp. 139-147

Ashley Faus

The trust factor: Influencer marketing trends in 2024 pp. 148-159

Ryan Schram

Development of a consumer-based brand equity strategy for the positioning of football team brands pp. 160-174

Yavuz Selim Gülmez and Elif Boyraz

Measuring the brand and category effects of marketing activities on customers pp. 175-187

Shota Yabuno

Rebooting Bata: The challenges of repositioning a heritage brand pp. 188-200

Prashant Chaudhary

Volume 13, issue 1, 2024

Editorial pp. 4-5

Simon Beckett

Securing brand trust and reputation in an era of political polarisation and AI-driven disinformation pp. 6-14

Wasim Khaled

Small brand giants: Harnessing innovation to disrupt for growth pp. 15-28

Ivonne Kinser

Advancing brand purpose: How Crayola elevates its long-standing mission to a compelling go-to-market strategy and an inspiring point of view on creativity as an essential life skill pp. 29-41

Victoria Lozano

Audience response to brand activism: An alignment evaluation framework pp. 42-56

Kristen L. Sussman, Joann Sciarrino, Gary B. Wilcox and Laura F. Bright

Building brand trust and consumer willingness to convert with reception marketing pp. 57-71

Shannon Reedy

From Kit Kat to copycat: Exploring Generation Z’s attitude towards copycat products in the confectionery category pp. 72-83

Jamie Marsden, Ezgi Oguz, Briony Thomas and Freya Brown

Media brand extension of tech conglomerates: The roles of parent brand loyalty, portfolio quality, perceived fit and feedback effects pp. 84-106

Hun Kim, Byeng-Hee Chang, Sang-Hyun Nam, Shin-Hye Kwon and Sylvia M. Chan-Olmsted

Volume 12, issue 4, 2024

Editorial pp. 324-325

Simon Beckett

Activating Northwell Health’s brand purpose through Movement Thinking pp. 326-344

Ramon Soto, Ali Demos and Scott Goodson

Why effective crisis communications require strong fundamentals in practice every day pp. 345-354

Chris Chiames and Brandon Smulyan

How to go from storytelling to fact telling and still sell products, ideas and hope pp. 355-363

James Wright

Increasing brand desire through communication strategies: TAG Heuer and the female customer pp. 364-380

Janine S. Kadow, Christiane Beyerhaus and Jens K. Perret

How does brand authenticity affect brand hate-love relationships and buying intention? The moderating role of brand personality pp. 381-403

Paula Rodrigues, Ana Sousa, Jorge Lopes and Ana Pinto Borges

Green branding: A successful digital strategy pp. 404-419

Nikos Schiniotakis and Katerina Divini

Volume 12, issue 3, 2023

Editorial pp. 224-225

Simon Beckett

Why it is important for B2B brands to find their why: A case study of Akamai Technologies pp. 226-232

Kim Salem-Jackson and Afdhel Aziz

Case study: The paper and packaging board’s highly successful experiential activation pp. 233-242

Maria Becker

Ecotton: Rebranding a substantiable, sustainable ingredient brand pp. 243-255

Linden Dalecki

Who am I to you? Self, reciprocity and emotional intimacy in brand relationships pp. 256-282

Carlos M. Rodriguez

Effect of need for cognition on the sequential processing of brand extension: Evidence from Korean women pp. 283-299

Jungsuk Kang

A social identity theory perspective on sustainable brand recommendation: The case of professional service providers pp. 300-318

Michael Stoica and Thomas M. Hickman

Volume 12, issue 2, 2023

Editorial pp. 124-125

Casey Jones

Are your brand-building efforts really working? A new analytical approach for assessing and growing your brand pp. 126-138

Emiko Seale

The seven faces of consumer sustainability, and what they mean for brands pp. 139-154

Nick Baker

Marketing is only as good as your operations: How the AAOS transformed its internal processes to improve the customer experience and increase member retention pp. 155-173

Amber P. Simpson and Anthony Priore

How do teenagers project their identity online, and what role do brands play in the process? A multimethod study on Instagram pp. 174-193

Amélie Guèvremont and Laurence Dubé-Beaudin

The influence of sensory branding strategies in-store on consumer preference: The South African skincare industry pp. 194-220

Gabriella Berman, Adéle Potgieter and MadéLe Tait

Volume 12, issue 1, 2023

Editorial pp. 4-5

Simon Beckett

Mass personalisation: A strategy for building brand equity in the healthcare sector pp. 6-24

Franklin Parrish and Sharon Nevins

Bridging the brand volume/ brand value measurement divide: Towards a multidimensional understanding of brand strength pp. 25-39

Trevor Godman and James Pitcher

Six strategies to building successful communities in the Metaverse pp. 40-48

Catherine D. Henry

State of fear: Adapting marketing strategies towards the stressed consumer pp. 49-58

Jake Mckenzie and James D. Mcfarland

Oat with the old, in with the new: Oatly’s creative trademarks, branding and controversial advertising campaigns pp. 59-75

Scarlett Swain

The significance of digital twins for the comprehensive brand experience pp. 76-95

Jörn Redler and Matteo Corvino

How packaging design influences pricing impressions and product evaluations in the food industry pp. 96-116

Francesco Pinci