Journal of Brand Strategy

2012 - 2024

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Volume 9, issue 4, 2021

Editorial pp. 389-390

Simon Beckett

Visionary brand strategies require visionary product strategies: Centering product experience is imperative pp. 391-400

Ryan Chen and Mathieu Turpault

Why millennials gravitate to new brands in online investing pp. 401-407

Carly Fink

From sport to ‘sportainment’: The art of creating an added-value brand experience for fans pp. 408-422

André Richelieu

Using human emotion as a conduit for connection in branding and advertising pp. 423-431

Justin Racine

The growing business of slowing down: Understanding the Slow Movement in retail, hospitality and tourism pp. 432-445

Michelle Childs, Eda Gokcecik, Borham Yoon and Bomi Lee

The impact of fake news on its sponsor’s brand trust pp. 446-465

Sylvia M. Chan-Olmsted and Yufan Sunny Qin

What is brand personality? A historical and prescriptive account pp. 466-477

Francisco J. Conejo

Volume 9, issue 3, 2020

Editorial pp. 197-198

Simon Beckett

The real gamble is playing the same game as your competitors pp. 199-210

Bruce J. Tait

Ogilvy versus Aristotle: How creative briefs fail and why brand strategists should adopt a new patron saint pp. 211-221

Casey Jones and Daniel Bonevac

Putting your purpose into practice: Why introspection is essential for building a successful brand pp. 222-230

Christopher K. Bailey and Susan S. Selle

Driving profit and doing good: The transformational power of purpose pp. 231-239

Markus Kramer

Multi-brand retailer community model: How multi-brand retailers can create and manage strong brand communities pp. 240-253

Kate Nightingale

Building a woman’s brand through serving on nonprofit boards pp. 254-270

Julia Cronin-Gilmore, Diana Maguire, Jena Shafai Asgarpoor and Majid Nabavi

Cause-related marketing in a polarised global marketplace pp. 271-283

Bridgitte Kiprop and Leila Samii

Volume 9, issue 2, 2020

Editorial pp. 101-102

Simon Beckett

Winning against a dominant brand pp. 103-112

David Aaker

Competencies-driven development: Focusing on key skills for communicators in a quickly converging consumer environment pp. 113-122

Tracie Haas

The importance of being not too earnest: Creativity in the boardroom pp. 123-130

Gordon Euchler and Nils Liedtke

Bridging brand and experience design pp. 131-142

Adrian Ho

The use of timing to increase personalisation, message impact and response rate pp. 143-151

Tony Rizzo

The state of the creator economy pp. 152-162

Ryan Schram

The evolution of naming rights agreements in the United States pp. 163-170

Tim Mcghee

Firearms, brass knuckles… and Instagram: Intended and unintended influence of social media advertising pp. 171-189

Valerie K. Jones and Ming (Bryan) Wang

Volume 9, issue 1, 2020

Editorial pp. 5-6

Simon Beckett

Improving campaign performance using purpose marketing: Case study of Run For The Oceans pp. 7-17

Christoph Kullnig, Anja Obermüller and Katherine Aichhorn

Financial engineering can destroy brands, but there is a way forward pp. 18-26

Larry Light

Pandora’s box? The promise and peril of branded content partnerships pp. 27-37

Winfried Daun and Sven Schäfer

Trust-based marketing leadership: What senior leaders should be focusing on during brand plan reviews pp. 38-43

David Davidovic

Why brands looking to stand out should look to stand-ups pp. 44-58

Leigh Kessler and Steven F. Robins

Esport sponsorship: Practitioners’ perspectives on emerging trends pp. 59-74

David J. Finch, Gashaw Abeza, Norm O’Reilly and Anthony Mikkelson

To market, to market: How creative treatments of in-store branded content impact sales pp. 75-90

Joann Sciarrino and John Prudente

Volume 8, issue 4, 2020

Editorial pp. 301-302

Simon Beckett

Surviving the ‘retail apocalypse’: How Urban Outfitters became the bad boy of retail and lived to tell about it pp. 303-316

Joseph Harasta

Quantum Marketing: A new way to think marketing and create exponential growth pp. 317-329

Gael De Talhouet

Beyond CSAT — building brands with integrated insights to drive results pp. 330-339

Teresa May, Todd Chretien, Christine Brandt Jones and Dominique M. Hanssens

Making intangibles tangible: An emerging business issue pp. 340-346

James R. Gregory

Telling stories in seconds: A success framework for brands pp. 347-358

Stefano Marrone

Managerial perspectives of fan socialisation strategies for marketing to new NHL fans pp. 359-367

Brandon Mastromartino, James J. Zhang and Daniel L. Wann

The impact of augmented reality experiential marketing on brand equity and buying intention pp. 368-387

Florian Haumer, Castulus Kolo and Sarah Reiners

Volume 8, issue 3, 2019

Editorial pp. 205-206

Simon Beckett

Brand licensing: A powerful marketing tool for today’s shopping battlefield pp. 207-217

Michael Stone and John D. Trebbien

The age of experience: Harnessing the power of emerging technologies to take narratives in new directions pp. 218-228

John Bucher

Experiential EQ and the power of experience: Human need, emotion and its effect on brand memory pp. 229-240

Chris Lierman

Looking to the future of commerce: Retail transformation as connected consumers embrace smart homes and smart stores pp. 241-249

Gwen Morrison and David Marcotte

Are Millennials really redefining luxury? A cross-generational analysis of perceptions of luxury from six countries pp. 250-264

Jean-Noël Kapferer and Anne Michaut

The brand language brief: A pillar of sound brand strategy pp. 265-281

Robert J. Morais and Dawn Lerman

Marketing communications in social network games: Promotional design considerations in the online era pp. 282-294

Ginger Killian and Todd Mcclure

Volume 8, issue 2, 2019

Editorial: #SMMW19 — San Diego pp. 104-106

Joanne Dolezal

Diversity is good business: Transforming business and marketing practices for growth pp. 107-118

Nydia Sahagun

Beyond the box: The intriguing challenges of branding service companies pp. 119-126

Ida Cheinman and Susan Bishop

Do not leave your brand to chance: Plan your crisis communications now pp. 127-135

Lisa Cruz

Why prospects go into the ‘black hole’ and what to do about it pp. 136-145

Charlene Decesare

Brand storytelling: A three-dimensional perspective pp. 146-159

Gabriela Pereira

Reframing the awareness funnel and lead nurturing strategies to increase B2B brand awareness and quality lead generation pp. 160-166

Jennifer Montague

The agile content marketing roadmap: Integrating strategy and execution pp. 167-178

Bert Van Loon

The relationship between fan identification and collegiate athletic apparel brand preference pp. 179-198

Nathan Kirkpatrick and Clifton Eason

Volume 8, issue 1, 2019

Editorial pp. 4-5

Simon Beckett

Designing for packaged products in a CPG world pp. 6-9

David Dombrowski

A Fortune 14 company’s journey to delivering a modern e-commerce customer experience pp. 10-19

Corey Case

Marketing, the change catalyst for digital business transformation: Lessons learned from the modernisation of a B2B marketing organisation pp. 20-41

Mahmoud Dasser

Three principles to guide CMOs for success in a changing marketplace pp. 42-47

Mike Linton

Understanding the impact of marketing transformation on sales and marketing alignment pp. 48-57

Sandeep Pal

How to leverage calls to action to simultaneously improve user experience and conversions pp. 58-69

Mariah Obiedzinski and Kelsey Guetschow

How an in-house creative team can develop videos that hit the mark (without breaking the budget) pp. 70-75

Gaye Hill and Vanessa F. Harris

How ‘the new customer buyer’s journey’ is reshaping the way you strategically manage your brand pp. 76-85

Mike Lieberman

Non-causality crisis response and organisational reputation: The reactions of CVS to the opioid epidemic pp. 86-99

John A. Fortunato and Ralph A. Gigliotti