Journal of Brand Strategy

2012 - 2025

From Henry Stewart Publications
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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

Volume 7, issue 4, 2019

Editorial pp. 300-301

Simon Beckett

Outside the box: How Microsoft’s packaging design team is shaping a culture that delivers better consumer experiences pp. 302-309

Kevin Marshall

Winning in the sharing economy: Six keys to Airbnb’s success pp. 310-317

David Aaker

Femvertising: Advertising taking social responsibility to sell brands pp. 318-325

Nikki Mamuric

Achieving position 0: Optimising your content to rank in Google’s answer box pp. 326-336

Courtney Cox Wakefield

Advertising for good: What is it good for? pp. 337-342

Toygun Yılmazer

A flight to quality? Why content marketing strategy must evolve pp. 343-354

Joanne Dolezal

Move fast, save money, increase engagement: Why live video should be in every marketer’s toolkit pp. 355-364

Ashley Faus

Safeguarding brands in online review forums: The role of managerial response pp. 365-376

Stacey Sharpe

Visualising corporate brands: Towards a framework of brandmark expression pp. 377-388

Jamie Marsden

`The Paradox Planet. Creating Brand Experiences for the Age of I` by José Fernández-Cavia pp. 389-390

José Fernández-Cavia

Volume 7, issue 3, 2018

Editorial pp. 204-205

Simon Beckett

Unifying vision, brands and culture in complex company mergers: nThrive pp. 206-213

Matt Bowen

How to write a B2B social media strategy that will impress your CEO pp. 214-224

David Biggins

Purpose is at the core of branding pp. 225-232

Bård Annweiler

Voice-activated change: Marketing in the age of artificial intelligence and virtual assistants pp. 233-245

Valerie K. Jones

A question of unity: Institutions should weigh the risks and opportunities of unifying their athletic and academic brands pp. 246-257

Bill Faust and Mike Rehfus

The ‘borrowed interest’ appeal: Brands riding the wave of popular events and memes in the digital age pp. 258-270

Chung-Kue (Jennifer) Hsu

Higher education: A luxury good brand model pp. 271-282

Alan P. Duesterhaus

Rethinking hero archetypal branding: Investigating the effects of authenticity and flawed archetypes on brand attachment and self-congruence pp. 283-295

Joann Sciarrino and Paige Roberts

Volume 7, issue 2, 2018

Editorial pp. 100-101

Daryn Moody

How Wimbledon embraced social media pp. 102-109

Alexandra Willis

How social media influencers enabled a B2B company to drive awareness and engagement with their target consumers pp. 110-116

Jared Melzer and Brynn Zech

Branding an academic superbrand pp. 117-140

Alon Weinpress, Atara Bieler, Rava Eleasari Gelbetz and Ehud Or

Aligning rights-holders’ marketing assets with brand marketers’ needs pp. 141-153

Mark Giovino

The art of ‘Philanthroship’: Blending non-profit and corporate goals for outside-the-box partnerships benefitting brand and community pp. 154-162

Curt Mosel

Crisis communications management on digital platforms pp. 163-172

John Deveney

Accretive intangible assets: Bridging the GAAP with CPAs pp. 173-182

James R. Gregory

The development and measurement of a brand authenticity scale pp. 183-196

Sean P. Coary and James L. Oakley

Volume 7, issue 1, 2018

Editorial pp. 4-5

Daryn Moody

Corporate partners and charities: A Movember perspective on strategic brand alignment, fostering mutually beneficial goals, and outcomes in non-profit sponsorship pp. 6-12

Erica Graham Jordan

The rise of conversational commerce: What brands need to know pp. 13-22

Riku Vassinen

The right agency partner + experiential fundamentals = success! pp. 23-27

Jane L. Hawley

Femvertising: State of the art pp. 28-47

Chung-Kue (Jennifer) Hsu

How brands can create a compelling sales proposition through storytelling pp. 48-53

Kelly Hyne

Never mind the love, smell the money: What is the ‘value-add’ of a brand? pp. 54-68

Crispian Tarrant

Best practices for aligning university brands with fundraising campaigns pp. 69-83

Ed Sevilla

Brand architecture in higher education pp. 84-91

Rob Zinkan

`‘Creating Signature Stories: Strategic Messaging that Persuades, Energizes and Inspires’` by David Aaker pp. 92-93

Ryan S. Eanes