Journal of Brand Strategy

2012 - 2025

From Henry Stewart Publications
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Volume 4, issue 4, 2015

Editorial pp. 308-309

Daryn Moody

An SEO's perspective on how to manage international teams pp. 310-314

Moriah Scoble

The information economy is dead: What CMOs should do now pp. 315-321

Zain Raj

Non-verbal communication: The biggest brand-building asset in modern marketing pp. 322-331

Daryl Fielding

Activating and driving brand advocacy: Why every brand needs to be talked about pp. 332-340

Steve Thomson

Uncovering the elements behind a transformational consumer experience pp. 341-348

Mohan Nair

The future's bright, the future's branded: How branding is the future of the marketing research industry pp. 349-356

Lucy Davison and Paul Buckley

The effective use of licensing in brand strategy pp. 357-362

Bill Cross

Case study: NAMI-NYC Metro pp. 363-370

Howard Lenn and Melissa Parsey

Exploring a marketing concept: Does marketing encourage the filling of the ‘empty self’, ie, is marketing purchase therapy? pp. 371-387

Don E. Schultz, Martin Block and Vijay Viswanathan

Focus on Better Together: How co-branding can create strong synergies within a global company pp. 388-402

Sylvain Charlebois, Kally Dimitropoulos, Cory Haskins and Anke Foller-Carroll

`Improving the Performance of Sponsorship` by Ardi Kolah pp. 403-404

Ardi Kolah

Volume 4, issue 3, 2015

Consumer branding pp. 200-200

Daryn Moody

People powered brands: How companies can inspire consumer action pp. 201-216

Gwen Morrison and Anneliza Humlen

Overcoming the barriers of the assisted living market: Developing successful marketing campaigns to connect with an over-50s audience pp. 217-223

Helena King

Why we don't think the way we think we think: The theory and application of behavioural economics pp. 224-232

Anthony Tasgal

Noble motives and net results: Micro-insurance in the supply chain — building revenue and customer loyalty while improving community resilience in fast-growing markets pp. 233-247

Brandon Mathews

Developing a glocalisation strategy: Experiences from Henkel's product launches in the Middle East and Europe pp. 248-258

Svend Hollensen and Christian Schimmelpfennig

21c Museum Hotels: A company breaking branding and product conventions pp. 259-266

Martha Reeves

Cause-related marketing campaigns: Do consumer perceptions and brand motivations matter? pp. 267-280

Beth Myers

Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs pp. 281-290

Barbara Stöttinger, Elfriede Penz and Mubbsher Munawar Khan

Brand credibility measurement: A new measure for brand equity/brand value: Part 2 pp. 291-302

Bill Haig

Volume 4, issue 2, 2015

Editorial pp. 104-105

Robert Tamplin

Survival of the fittest: Using social media to thrive in the 21st century pp. 106-113

Meg Bear

Maximising results with data-driven financial marketing strategies pp. 114-126

Tony Rizzo

Six key principles for identifying and ensuring success in marketing channels pp. 127-133

Heather Oldani

Social media rewired pp. 134-142

Jacques Bughin

Linking brand to business financials: How brand valuation has helped DuPont unlock the value of its portfolio pp. 143-153

Joanna Seddon

Sustainable sourcing to innovate a private brand pp. 154-160

Janice Neitzel

Reading between the lines: Uncovering customer insights to deliver exceptional customer experiences pp. 161-167

Gaynor Strachan Chun, M. A. Greenstein and Sarah Kornfeld

Building a global brand with corporate e-learning: Challenges, solutions and best practices for international businesses pp. 168-176

Kristen Giovanis

Brand credibility measurement: A new measure for brand equity/brand value: Part 1 pp. 177-189

Bill Haig

`Branded Entertainment: Dealmaking Strategies & Techniques for Industry Professionals` by Stacy Jones pp. 190-191

Stacy Jones

`B®and Psychology: Consumer Perceptions, Corporate Reputations` by Mario R. Nacinovich and Jennifer M. Barrett pp. 192-194

Jr Nacinovich

`Creating Value, the Theory and Practice of Marketing Semiotics Research` by Randall Rozin pp. 195-195

Randall Rozin

Volume 4, issue 1, 2015

Editorial pp. 4-5

Daryn Moody

Corporate giving at the Shakespeare Theatre Company, Washington, DC: ‘I can no other answer make but thanks, and thanks; and ever thanks’ pp. 6-14

Noreen Major

How to run a global marketing campaign that meets local needs without damaging the brand pp. 15-26

Kevin Freedman

How to engage Millennials: Re-imagining the consumer as a partner, not a target audience, to increase engagement pp. 27-36

Jeff Fromm, Cherryh Butler and Chris Dickey

Four ways digital works to build brands and relationships pp. 37-48

David Aaker

Executing the brand: Emerging digital brand execution tools and the role of employees in developing on-brand materials pp. 49-57

Alexander Jasperse

Strengthening brand positioning through price transparency in higher education pp. 58-69

Alan P. Duesterhaus

Media brands in social network sites: Problems German media companies have faced and lessons they have learned pp. 70-82

Ulrike Rohn and Sabine Baumann

Sponsorship and the Elaboration Likelihood Model: BMW's 2014 Winter Olympic brand strategy pp. 83-95

John A. Fortunato

Volume 3, issue 4, 2015

Editorial pp. 308-309

Daryn Moody

The power of sustainability to create shared value: Coca-Cola demonstrates that doing good is good for business pp. 310-315

Bea Perez

Shell's response and brand management during industry crises pp. 316-321

Tricia Elwell Singer

Brand building in the digital age: The ongoing battle for customer influence pp. 322-331

Lorenzo Bresciani and Mike Ewing

Rise from the rough: The growing demands on the brown diamond market pp. 332-338

Carly Fink

Standing out in a saturated market: Engaging consumers through product placement pp. 339-349

Stacy Jones

Creating flexible global brands in federated organisations: A case study from a global not-for-profit pp. 350-356

Christopher K. Bailey, Ben Knepler and Patrick Vanlombeek

Reimagining branding for the new B2B digital marketplace pp. 357-372

Debra Zahay, Don E. Schultz and Archana Kumar

Investigating the congruence among the positioning strategies of three Indian car brands pp. 373-386

B. S. Bodla and Saloni Pawan Diwan

Perceived status enhancement, brand involvement and brand loyalty pp. 387-398

Chee Piong

Volume 3, issue 3, 2014

Multicultural Marketing pp. 196-196

Dr. Jake Beniflah

Destiny is demographics: The economic mandate of diversity pp. 197-202

Kenneth W. Gronbach

The future of marketing is multicultural: A conversation with Javier Farfan, Head of Music and Cultural Marketing, PepsiCo pp. 203-205

Javier Farfan

Total market: Driving strategy in a multicultural nation pp. 206-211

David Burgos

Infusing pasión (passion) into mainstream advertising: Using an emotional model to improve the measurement of advertising effectiveness pp. 212-234

Orlando Wood

Challenging the belief that all US Hispanics are culturally homogeneous: An AHAA and AARP cultural orientation and generational study pp. 235-244

Lorraine Cortés-Vázquez, Xenia P. Montenegro, Scott Willoth, Carlos Santiago and Dr Jake Beniflah

Estimating the value of the US Hispanic shopper: An In-Culture™ analysis pp. 245-260

M. Isabel Valdés, Dr Jake Beniflah and Marie Quintana

Bilingual memory: The impact of acculturation on the cognitive structure of foreign-born Hispanics pp. 261-277

Dr Jake Beniflah, Sharmila C. Chatterjee and Kerry P. Curtis

Improving multicultural marketing: Between-group and within-group segmentation approaches pp. 278-289

Ricardo Villarreal

Valvoline shifts gears to reach the Hispanic market through agent-based modelling pp. 290-294

Damon Ragusa

The business case for better analytics: A retrospective and the future of theory and practice of marketing science pp. 295-303

Rafael Alcaraz

Volume 3, issue 2, 2014

Editorial pp. 100-100

Daryn Moody

Brands as publishers: Using content and paid media to fuel a brand transformation pp. 101-110

Barbara Basney

Brand and legal sitting in a tree… Brand protection at Wounded Warrior Project pp. 111-120

Abby V. Reiner

Brand journalism: How to engage successfully with consumers in an age of inclusive individuality pp. 121-128

Larry Light

How online video is changing the way B2B marketers engage and convert prospects pp. 129-134

Michael Litt

The value of nonprofit sponsorship and corporate giving pp. 135-138

Brent Percival

The point of purchase is wherever the consumer is, so what is the future for shopper marketing? pp. 139-147

Simon Hathaway

Nostalgia, autobiographical memories and brand strategy: Marketing to the post–World War I generation pp. 148-154

Aurélie Kessous

Brand awareness: A community perception of a nonprofit organisation pp. 155-168

Julia Cronin-Gilmore, Myra Jo Bates and Doug Brown

Attributes of successful university brands in the USA pp. 169-183

Alan P. Duesterhaus and Molly Duesterhaus

Outsourcing sport sponsorship sales to a sport management class: Understanding the benefits and risks pp. 184-192

Seungbum Lee and Victor Pinheiro

Volume 3, issue 1, 2014

Editorial pp. 4-5

Daryn Moody

Digital transformation at Nestlé: Playing to win pp. 6-11

Pete Blackshaw

Ten rules for effective branded content: Experience from Skype pp. 12-17

Shana Pearlman, Nadina Guglielmetti and Emily Listfield

Collaboration is the number one strategy for reaching ‘bottom of the pyramid’ customer segments in emerging global markets pp. 18-20

Ardi Kolah

The shift from online performance to more holistic brand efficiency measurement and the need for standardised online ad formats pp. 21-30

Karim H. Attia

What is it worth? The value chasm between brand and influencers pp. 31-40

Ted Murphy and Ryan Schram

Does sports marketing work? How is it measured? pp. 41-50

Scott Horowitz

Business-to-business event sponsorship: Generating value through strategy and metrics pp. 51-58

Kate Phillips Connolly and Aidan Connolly

Luxury counterfeit purchasing: The collateral effect of luxury brands’ trading down policy pp. 59-70

Jean-Noël Kapferer and Anne Michaut

The influence of gender on baseball sponsorship activation tactics pp. 71-79

Mark Dodds, Larry Degaris and Dave Perricone

Perceptions of a brand sponsoring a sport competitor pp. 80-93

Scott A. Jones, Christopher D. Hopkins and Gregory Pickett

`Advertising Concept and Copy` by George Felton pp. 94-95

Ardi Kolah