Journal of Brand Strategy

2012 - 2025

From Henry Stewart Publications
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Volume 14, issue 3, 2025

Editorial pp. 208-209

Simon Beckett

How paradigm shifts in World Wide Web versions directly influence major changes in brand models and the branding practices attached to them pp. 210-217

Adrian Ho

Killing manufacturer brands softly: The rise of private labels and no brand preference pp. 218-228

Martin P. Block, Frank Mulhern and Larry Degaris

Branding beyond the digital deluge: Designing third spaces for real-world connection pp. 229-241

Nathalie M. Brähler

‘Money in the bank’ and other tales: Prized World Wrestling Entertainment possessions and their role in identity construction and self-expression pp. 242-258

Artemisia Apostolopoulou, Armand A. Buzzelli, Dimitra Papadimitriou and R. John Locke

‘We are locally owned’: Measuring and understanding the brand value of local ownership pp. 259-285

C. Clifton Eason, John P. Bentley, Scott J. Vitell, Melissa Cinelli and Nathan Kirkpatrick

Third-person effects of online product reviews: Moderating roles of review tone, product involvement and customer loyalty pp. 286-304

Jae Hee Park, Don Lee, Jungkun Park and Weon Sang Yoo

Volume 14, issue 2, 2025

Editorial pp. 112-113

Simon Beckett

Advancing sponsorship measurement: An integrated measurement framework for marketing communications pp. 114-127

Larry Degaris

Archetypal marketing intelligence: Energising your brand’s creativity with the power of myth pp. 128-138

Joanna Gardner

The influence of branded, in-store infotainment on consumer perceptions of brand likeability, purchase intention, loyalty and brand attachment pp. 139-155

Joann Sciarrino and John J. Prudente

Is sustainability a laughing matter? Pitfalls in sustainability marketing and how to overcome them pp. 156-172

Riku Vassinen

Diversity in practice: Investigating how brands’ approaches to diversity impact millennials’ and Gen Z’s brand loyalty pp. 173-188

Tiffy M. Blanchflower, Michelle Childs and Delisia R. Matthews

Corporate response strategies in brand activism crises: The effects of deal, diminish and deny approaches on brand reputation and negative word-of-mouth pp. 189-200

Lina Eppe and Christian Rudeloff

Volume 14, issue 1, 2025

Editorial pp. 4-5

Simon Beckett

The power of storytelling: How to create narratives that move audiences to action pp. 6-14

Martiña Gago

Makeup, money and merchandising: The strategic branding and marketing of KISS pp. 15-29

Joseph Harasta

The hybrid formula: The essential role of human creativity in AI-generated advertising pp. 30-42

Jason Hunt and Dave Kerr

Four strategies to thrive in the merger of public relations and content marketing pp. 43-52

Mariah Tang

The bright and dark sides of value co-creation using generative AI: A survey of decision-makers in German advertising, communication and media agencies pp. 53-71

Castulus Kolo, Tamara Ranner, Melanie Herfort and Dirk Kleine

Is it a mistake for a new venture to think like a small business? The importance of corporate branding pp. 72-91

John H. Batchelor, Maggie M. Davis, Timothy R. Mcilveene, Dennis Barber Iii and Robert D. Perkins

Opportunistic or relevant brand? How context independence and past coherence shape the effectiveness of brand activism and its positive effect pp. 92-105

Amélie Guèvremont

Volume 13, issue 4, 2025

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