Journal of Brand Strategy

2012 - 2024

From Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().

Access Statistics for this journal.
Is something missing from the series or not right? See the RePEc data check for the archive and series.

Volume 11, issue 4, 2023

Editorial pp. 296-297

Simon Beckett

The evolution of branding in Web3: Towards headless brands? pp. 298-305

Nathalie Brähler

Implementing brand purpose as intrinsic to the brand pp. 306-319

Bobby J. Calder, Mark L. Frigo and Peter C. Yesawich

Looking for ‘Uncle Johnnie’: The extraordinary success of Johnnie Walker Scotch Whisky in India pp. 320-336

Jay I. Sinha and Sunil H. Contractor

Being a brand ally to Hispanic (Latine, Latinx, Latin@) consumers pp. 337-343

Marina Filippelli

An exploration of comfort brands and the theory of brand comfort pp. 344-357

K. Damon Aiken, Matthew L. Meuter and Ajay Sukhdial

Navigating the world of retail media pp. 358-366

Christian Gees

Brand experience design for higher education: A review and future directions pp. 367-377

Christopher Huebner

P.A.R.E.: The four pillars for successful whitepaper lead generation campaigns pp. 378-385

Jason Hunt and Dave Kerr

Volume 11, issue 3, 2023

Editorial pp. 204-205

Simon Beckett

Voice: The future of customer experience pp. 206-219

Gwen Morrison and Susan Westwater

No brand can easily claim to be ‘luxury’: A case study of Hugo Boss’ brand positioning (2006–2020) pp. 220-240

Marc Paternot

Deconstructing gender in brand, products and marketing pp. 241-247

Lisa Kenney, Sandy Skees and Cali Pitchel

Should your brand take a stand? Comparing the impact of brand activism and CSR on brand equity pp. 248-262

Mathea Herzberg and Christian Rudeloff

What separates place branding from destination branding and place marketing despite their common points? pp. 263-272

Mohamed Berrada

A conceptual framework of authentic narrative in resonant branded entertainment: Practitioner perspectives pp. 273-289

Marthinus J.C. Van Loggerenberg, Carla Enslin and Marlize Terblanche-Smit

Volume 11, issue 2, 2022

Editorial pp. 108-109

Simon Beckett

The Isosceles Project: Reframing the marketing brief pp. 110-119

Jim Delash

Boots’ ‘prescribe kindness’ campaign: A case study of one UK retailer’s response to the COVID-19 pandemic pp. 120-127

Pete Markey

Bridging the gap between social media marketing and customer care pp. 128-136

Göran Van Hese

Contextual advertising: Then, now and in the future pp. 137-144

Steve Silvers

That VIP feeling: Activation, measurement techniques and best practices in sport sponsorship pp. 145-166

Spencer C. Wellington, Artemisia Apostolopoulou and David P. Synowka

Discovering the video streaming behaviours of Millennials during a pandemic pp. 167-179

Sarah Gerkins and Julia Cronin-Gilmore

Exploring political consumerism and the emerging role of political brand personality pp. 180-195

Kathryn R. Mercurio and K. Damon Aiken

Volume 11, issue 1, 2022

Editorial pp. 4-5

Simon Beckett

Capitalising on brand purpose: Creating brand equity and business value from the ground up pp. 6-14

Seraj Bharwani and Ariela Nerubay

Engage with empathy: Improving customer experience with artificial intelligence pp. 15-24

Tara Dezao

Do not push me: A disruptive content and media transformation pp. 25-29

Brad Armstrong

Brand purpose, authenticity and impact measurement pp. 30-42

Jenny Caven

Comparing social style platform brand and brand community social content: A machine learning-based lexical analysis pp. 43-64

Curt A. Gilstrap, Morgan Hoey, Natasha Danielle Smith and Sandy Cheng

A deeper look at the 2020 Facebook boycott and related themes of misinformation: A text mining analysis of topics, emotion and sentiment pp. 65-79

Laura F. Bright, Kristen Leah Sussman, Abby Hendricks, Leah Archer and Gary B. Wilcox

Why people use virtual assistants: Understanding engagement with Alexa pp. 80-101

Valerie K. Jones

Volume 10, issue 4, 2022

Editorial pp. 296-297

Simon Beckett

Harnessing editorial storytelling for social media marketing: The ‘secret’ to success in the new digital world has deep roots in old media pp. 298-310

Kirstin Benson

Brand equity trend analysis for top auto brands on Interbrand’s 20-year longitudinal data pp. 311-329

Kamran Ahmed Siddiqui and Shabir Ahmad

The deep brand: Designs for a new chapter in marketing? pp. 330-359

Angus Jenkinson

The Indian Premier League: The creation and management of a global sports branding phenomenon pp. 360-376

Jay I. Sinha, Ravindra Chitturi and Sunil H. Contractor

Authenticity attracts authenticity: The impact of brand authenticity and self-authenticity on brand loyalty pp. 377-388

Ryall Carroll, Fabienne T. Cadet and Luke Kachersky

Volume 10, issue 3, 2022

Editorial pp. 201-202

Simon Beckett

People-led digital transformation: Future-proofing a legacy brand with purpose pp. 203-213

J.C. Lapierre

Brands on the picket line: How close should companies get to their consumers’ crusades? pp. 214-220

Jules Hall and Tim Mottau

Brands on TikTok: Strategic first steps and successful execution pp. 221-233

Anton Perreau

Operation brand story: How to fix a broken brand when customer beliefs shift and brands do not pp. 234-242

Mark Jones

Royal Enfield: Preserving and leveraging legacy appeal while revamping brand imagery pp. 243-258

Prashant Chaudhary

Brands, sustainability and citizenship: Navigating a world demanding change pp. 259-272

Tim Riches

The winning formula: How to build lasting and valuable customer relationships via a paid, owned and earned strategy pp. 273-282

Matt Allison

Happiest place(s) on Earth? Investigating the differences (and impact) of fandom and rivalry among fans of sport and Disney’s Theme Parks pp. 283-292

Cody T. Havard, Daniel L. Wann, Frederick G. Greive and Brian Collins

Volume 10, issue 2, 2021

Editorial pp. 100-101

Simon Beckett

Branding COVID vaccines: A nightmarish journey for branding practitioners? pp. 102-108

David Davidovic

Ethical online advertising: Choosing the right tools for online brand safety pp. 109-120

Mike Hemmings

Right now. For tomorrow: Launching a purpose-driven sustainability brand pp. 121-126

Howard Breindel

Suspense and a sports league’s brand revitalisation: Initiatives of the PGA Tour pp. 127-137

John Fortunato

Giving flight to an authentic purpose: How Aflac transformed its mascot into an icon for childhood cancer patients pp. 138-147

Carol Cone and Kristin Kenney

Positioning a brand as an internet meme: The case study of Supreme pp. 148-157

Jay I. Sinha

Towards a better application of brand values pp. 158-170

Francisco J. Conejo

Brand iconisation in the social media era pp. 171-177

Brian Whelan

Tales from Cinderella Castle: Examining fandom and rivalry within Disney pp. 178-195

Cody T. Havard, Daniel L. Wann, Frederick G. Grieve and Brian Collins

Volume 10, issue 1, 2021

Editorial pp. 4-5

Simon Beckett

Brand storytelling in the age of artificial intelligence pp. 6-13

Manos Spanos

Sonic branding: The value of intentional audio in the new normal pp. 14-25

Audrey Arbeeny

We will not stop until the world dreams in cheese: Redefining the Wisconsin cheese brand pp. 26-35

Suzanne Fanning

Using crisis and emergency risk communication theory to inform online communication during the COVID-19 pandemic pp. 36-50

Cathy Whitlock and Amanda Hicken

Brand audit: A case study of Lacasa in Spain pp. 51-65

Phani Adidam and Irene F. Shaker

Rebranding a corporate spin-off: Can a new brand name inherit global brand reputation? pp. 66-82

Rian Beise-Zee and Beat Wäfler

A consumer-centric framework to develop insights for effective integrated marketing communications campaigns pp. 83-95

JoAnn Sciarrino and John Prudente