Journal of Brand Strategy

2012 - 2025

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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

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