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Description: Journal of Brand Strategy is the world's leading professional and research journal publishing in-depth, peer-reviewed articles, applied research and case studies on all aspects of brands. Subjects covered include: brand strategy; brand management’ online branding; brand positioning; brand architecture and portfolio management; brand assessment; measuring brand equity and value; branding and social media; brand design; sports branding and marketing; new product development; branding communications; brand re-launches and revitalisation; employee engagement; reputation and crisis management; brand law and regulation; brand licensing.
Series handle: RePEc:aza:jbs000
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Content
March 2024, Volume 13, Issue 4
- 312-313 Editorial
by Beckett, Simon
- 314-324 Improving brand outcomes through consumer co-creation: An agile formula for success
by Bailey, Chris
- 325-333 What can marketers learn from a poker player, a jazz musician, a tennis player and a dancer?
by Delash, Jim
- 334-345 Revolutionising brand engagement: Empowering full-funnel affiliate marketing strategies using Performance PR
by Khalid, Safwan & Cohen, Yesica Lepe & Crompton-Schreiber, Jacob
- 346-355 Revitalising US urban tourism post COVID-19: A brand strategy case study
by Fink, Carly & Adamo, Kristen
- 356-379 A call for authentic narrative in branded entertainment: A measurement instrument
by Van Loggerenberg, Marthinus & Chen, Zifei Fay & Enslin, Carla & Terblanche-Smit, Marlize
- 380-390 The role of brand-specific traditions and consumer self-identity factors in shaping private label brand attitudes
by Whelan, Brian
- 391-401 Tapping Generation Z micro-influencers for marketing and branding
by Sinha, Jay I.
December 2024, Volume 13, Issue 3
- 208-209 Editorial
by Beckett, Simon
- 210-218 Unlocking retail media: Disruption, challenges and opportunities
by Rastogi, Vivek
- 219-228 Creating cultural edge: Strategic employer branding for enhanced organisational agility, resilience and top talent acquisition and retention
by Kramer, Markus
- 229-240 Greenwashing and greenhushing: Risks and opportunities from the gap between brand sustainability perceptions and performance
by Haigh, Robert & Liszka, Sofia
- 241-253 From good fortune to unique finds: How luck shapes consumer desire for unique products
by Carroll, Ryall & Cadet, Fabienne & Kachersky, Luke
- 254-270 Everything is media: A new approach to media and storytelling in the new digital era
by Weinpress, Alon
- 271-287 Navigating the dairy aisle: Consumers’ unique shopping journey buying local dairy products, and the implications for a tailored brand marketing strategies
by Lim, Heejin & Childs, Michelle L. & Sifford, Kaitlyn
- 288-306 Can brands escape the hate? A keyword analysis
by Ozdemir, Handan & Ergin, Elif Akagün & Geçit, Baris Batuhan
September 2024, Volume 13, Issue 2
- 112-113 Editorial
by Beckett, Simon
- 114-122 Building capabilities for an orchestrated customer experience in the life-sciences sector: Case study of CSL Behring
by Davis, Stuart
- 123-130 Navigating the artificial intelligence frontier: Strategic imperatives for safeguarding brand integrity
by Sahlool, Nasser
- 131-138 Debunking brand safety and suitability myths in podcasting
by Jacobs, Lisa Prentis & Cakim, Idil & Rogers, Devora & O’Shea, Heather
- 139-147 The audience journey funnel is dead — use a playground instead
by Faus, Ashley
- 148-159 The trust factor: Influencer marketing trends in 2024
by Schram, Ryan
- 160-174 Development of a consumer-based brand equity strategy for the positioning of football team brands
by Gülmez, Yavuz Selim & Boyraz, Elif
- 175-187 Measuring the brand and category effects of marketing activities on customers
by Yabuno, Shota
- 188-200 Rebooting Bata: The challenges of repositioning a heritage brand
by Chaudhary, Prashant
June 2024, Volume 13, Issue 1
- 4-5 Editorial
by Beckett, Simon
- 6-14 Securing brand trust and reputation in an era of political polarisation and AI-driven disinformation
by Khaled, Wasim
- 15-28 Small brand giants: Harnessing innovation to disrupt for growth
by Kinser, Ivonne
- 29-41 Advancing brand purpose: How Crayola elevates its long-standing mission to a compelling go-to-market strategy and an inspiring point of view on creativity as an essential life skill
by Lozano, Victoria
- 42-56 Audience response to brand activism: An alignment evaluation framework
by Sussman, Kristen L. & Sciarrino, Joann & Wilcox, Gary B. & Bright, Laura F.
- 57-71 Building brand trust and consumer willingness to convert with reception marketing
by Reedy, Shannon
- 72-83 From Kit Kat to copycat: Exploring Generation Z’s attitude towards copycat products in the confectionery category
by Marsden, Jamie & Oguz, Ezgi & Thomas, Briony & Brown, Freya
- 84-106 Media brand extension of tech conglomerates: The roles of parent brand loyalty, portfolio quality, perceived fit and feedback effects
by Kim, Hun & Chang, Byeng-Hee & Nam, Sang-Hyun & Kwon, Shin-Hye & Chan-Olmsted, Sylvia M.
March 2024, Volume 12, Issue 4
- 324-325 Editorial
by Beckett, Simon
- 326-344 Activating Northwell Health’s brand purpose through Movement Thinking
by Soto, Ramon & Demos, Ali & Goodson, Scott
- 345-354 Why effective crisis communications require strong fundamentals in practice every day
by Chiames, Chris & Smulyan, Brandon
- 355-363 How to go from storytelling to fact telling and still sell products, ideas and hope
by Wright, James
- 364-380 Increasing brand desire through communication strategies: TAG Heuer and the female customer
by Kadow, Janine S. & Beyerhaus, Christiane & Perret, Jens K.
- 381-403 How does brand authenticity affect brand hate-love relationships and buying intention? The moderating role of brand personality
by Rodrigues, Paula & Sousa, Ana & Lopes, Jorge & Borges, Ana Pinto
- 404-419 Green branding: A successful digital strategy
by Schiniotakis, Nikos & Divini, Katerina
December 2023, Volume 12, Issue 3
- 224-225 Editorial
by Beckett, Simon
- 226-232 Why it is important for B2B brands to find their why: A case study of Akamai Technologies
by Salem-Jackson, Kim & Aziz, Afdhel
- 233-242 Case study: The paper and packaging board’s highly successful experiential activation
by Becker, Maria
- 243-255 Ecotton: Rebranding a substantiable, sustainable ingredient brand
by Dalecki, Linden
- 256-282 Who am I to you? Self, reciprocity and emotional intimacy in brand relationships
by Rodriguez, Carlos M.
- 283-299 Effect of need for cognition on the sequential processing of brand extension: Evidence from Korean women
by Kang, Jungsuk
- 300-318 A social identity theory perspective on sustainable brand recommendation: The case of professional service providers
by Stoica, Michael & Hickman, Thomas M.
September 2023, Volume 12, Issue 2
- 124-125 Editorial
by Jones, Casey
- 126-138 Are your brand-building efforts really working? A new analytical approach for assessing and growing your brand
by Seale, Emiko
- 139-154 The seven faces of consumer sustainability, and what they mean for brands
by Baker, Nick
- 155-173 Marketing is only as good as your operations: How the AAOS transformed its internal processes to improve the customer experience and increase member retention
by Simpson, Amber P. & Priore, Anthony
- 174-193 How do teenagers project their identity online, and what role do brands play in the process? A multimethod study on Instagram
by Guèvremont, Amélie & Dubé-Beaudin, Laurence
- 194-220 The influence of sensory branding strategies in-store on consumer preference: The South African skincare industry
by Berman, Gabriella & Potgieter, Adéle & Tait, MadéLe
June 2023, Volume 12, Issue 1
- 4-5 Editorial
by Beckett, Simon
- 6-24 Mass personalisation: A strategy for building brand equity in the healthcare sector
by Parrish, Franklin & Nevins, Sharon
- 25-39 Bridging the brand volume/ brand value measurement divide: Towards a multidimensional understanding of brand strength
by Godman, Trevor & Pitcher, James
- 40-48 Six strategies to building successful communities in the Metaverse
by Henry, Catherine D.
- 49-58 State of fear: Adapting marketing strategies towards the stressed consumer
by Mckenzie, Jake & Mcfarland, James D.
- 59-75 Oat with the old, in with the new: Oatly’s creative trademarks, branding and controversial advertising campaigns
by Swain, Scarlett
- 76-95 The significance of digital twins for the comprehensive brand experience
by Redler, Jörn & Corvino, Matteo
- 96-116 How packaging design influences pricing impressions and product evaluations in the food industry
by Pinci, Francesco
March 2023, Volume 11, Issue 4
- 296-297 Editorial
by Beckett, Simon
- 298-305 The evolution of branding in Web3: Towards headless brands?
by Brähler, Nathalie
- 306-319 Implementing brand purpose as intrinsic to the brand
by Calder, Bobby J. & Frigo, Mark L. & Yesawich, Peter C.
- 320-336 Looking for ‘Uncle Johnnie’: The extraordinary success of Johnnie Walker Scotch Whisky in India
by Sinha, Jay I. & Contractor, Sunil H.
- 337-343 Being a brand ally to Hispanic (Latine, Latinx, Latin@) consumers
by Filippelli, Marina
- 344-357 An exploration of comfort brands and the theory of brand comfort
by Damon Aiken, K. & Meuter, Matthew L. & Sukhdial, Ajay
- 358-366 Navigating the world of retail media
by Gees, Christian
- 367-377 Brand experience design for higher education: A review and future directions
by Huebner, Christopher
- 378-385 P.A.R.E.: The four pillars for successful whitepaper lead generation campaigns
by Hunt, Jason & Kerr, Dave
January 2023, Volume 11, Issue 3
- 204-205 Editorial
by Beckett, Simon
- 206-219 Voice: The future of customer experience
by Morrison, Gwen & Westwater, Susan
- 220-240 No brand can easily claim to be ‘luxury’: A case study of Hugo Boss’ brand positioning (2006–2020)
by Paternot, Marc
- 241-247 Deconstructing gender in brand, products and marketing
by Kenney, Lisa & Skees, Sandy & Pitchel, Cali
- 248-262 Should your brand take a stand? Comparing the impact of brand activism and CSR on brand equity
by Herzberg, Mathea & Rudeloff, Christian
- 263-272 What separates place branding from destination branding and place marketing despite their common points?
by Berrada, Mohamed
- 273-289 A conceptual framework of authentic narrative in resonant branded entertainment: Practitioner perspectives
by Van Loggerenberg, Marthinus J.C. & Enslin, Carla & Terblanche-Smit, Marlize
September 2022, Volume 11, Issue 2
- 108-109 Editorial
by Beckett, Simon
- 110-119 The Isosceles Project: Reframing the marketing brief
by Delash, Jim
- 120-127 Boots’ ‘prescribe kindness’ campaign: A case study of one UK retailer’s response to the COVID-19 pandemic
by Markey, Pete
- 128-136 Bridging the gap between social media marketing and customer care
by Hese, Göran Van
- 137-144 Contextual advertising: Then, now and in the future
by Silvers, Steve
- 145-166 That VIP feeling: Activation, measurement techniques and best practices in sport sponsorship
by Wellington, Spencer C. & Apostolopoulou, Artemisia & Synowka, David P.
- 167-179 Discovering the video streaming behaviours of Millennials during a pandemic
by Gerkins, Sarah & Cronin-Gilmore, Julia
- 180-195 Exploring political consumerism and the emerging role of political brand personality
by Mercurio, Kathryn R. & Damon Aiken, K.
June 2022, Volume 11, Issue 1
- 4-5 Editorial
by Beckett, Simon
- 6-14 Capitalising on brand purpose: Creating brand equity and business value from the ground up
by Bharwani, Seraj & Nerubay, Ariela
- 15-24 Engage with empathy: Improving customer experience with artificial intelligence
by Dezao, Tara
- 25-29 Do not push me: A disruptive content and media transformation
by Armstrong, Brad
- 30-42 Brand purpose, authenticity and impact measurement
by Caven, Jenny
- 43-64 Comparing social style platform brand and brand community social content: A machine learning-based lexical analysis
by Gilstrap, Curt A. & Hoey, Morgan & Danielle Smith, Natasha & Cheng, Sandy
- 65-79 A deeper look at the 2020 Facebook boycott and related themes of misinformation: A text mining analysis of topics, emotion and sentiment
by Bright, Laura F. & Sussman, Kristen Leah & Hendricks, Abby & Archer, Leah & Wilcox, Gary B.
- 80-101 Why people use virtual assistants: Understanding engagement with Alexa
by Jones, Valerie K.
March 2022, Volume 10, Issue 4
- 296-297 Editorial
by Beckett, Simon
- 298-310 Harnessing editorial storytelling for social media marketing: The ‘secret’ to success in the new digital world has deep roots in old media
by Benson, Kirstin
- 311-329 Brand equity trend analysis for top auto brands on Interbrand’s 20-year longitudinal data
by Siddiqui, Kamran Ahmed & Ahmad, Shabir
- 330-359 The deep brand: Designs for a new chapter in marketing?
by Jenkinson, Angus
- 360-376 The Indian Premier League: The creation and management of a global sports branding phenomenon
by Sinha, Jay I. & Chitturi, Ravindra & Contractor, Sunil H.
- 377-388 Authenticity attracts authenticity: The impact of brand authenticity and self-authenticity on brand loyalty
by Carroll, Ryall & Cadet, Fabienne T. & Kachersky, Luke
January 2022, Volume 10, Issue 3
- 201-202 Editorial
by Beckett, Simon
- 203-213 People-led digital transformation: Future-proofing a legacy brand with purpose
by Lapierre, J.C.
- 214-220 Brands on the picket line: How close should companies get to their consumers’ crusades?
by Hall, Jules & Mottau, Tim
- 221-233 Brands on TikTok: Strategic first steps and successful execution
by Perreau, Anton
- 234-242 Operation brand story: How to fix a broken brand when customer beliefs shift and brands do not
by Jones, Mark
- 243-258 Royal Enfield: Preserving and leveraging legacy appeal while revamping brand imagery
by Chaudhary, Prashant
- 259-272 Brands, sustainability and citizenship: Navigating a world demanding change
by Riches, Tim
- 273-282 The winning formula: How to build lasting and valuable customer relationships via a paid, owned and earned strategy
by Allison, Matt
- 283-292 Happiest place(s) on Earth? Investigating the differences (and impact) of fandom and rivalry among fans of sport and Disney’s Theme Parks
by Havard, Cody T. & Wann, Daniel L. & Greive, Frederick G. & Collins, Brian
September 2021, Volume 10, Issue 2
- 100-101 Editorial
by Beckett, Simon
- 102-108 Branding COVID vaccines: A nightmarish journey for branding practitioners?
by Davidovic, David
- 109-120 Ethical online advertising: Choosing the right tools for online brand safety
by Hemmings, Mike
- 121-126 Right now. For tomorrow: Launching a purpose-driven sustainability brand
by Breindel, Howard
- 127-137 Suspense and a sports league’s brand revitalisation: Initiatives of the PGA Tour
by Fortunato, John
- 138-147 Giving flight to an authentic purpose: How Aflac transformed its mascot into an icon for childhood cancer patients
by Cone, Carol & Kenney, Kristin
- 148-157 Positioning a brand as an internet meme: The case study of Supreme
by Sinha, Jay I.
- 158-170 Towards a better application of brand values
by Conejo, Francisco J.
- 171-177 Brand iconisation in the social media era
by Whelan, Brian
- 178-195 Tales from Cinderella Castle: Examining fandom and rivalry within Disney
by Havard, Cody T. & Wann, Daniel L. & Grieve, Frederick G. & Collins, Brian
June 2021, Volume 10, Issue 1
- 4-5 Editorial
by Beckett, Simon
- 6-13 Brand storytelling in the age of artificial intelligence
by Spanos, Manos
- 14-25 Sonic branding: The value of intentional audio in the new normal
by Arbeeny, Audrey
- 26-35 We will not stop until the world dreams in cheese: Redefining the Wisconsin cheese brand
by Fanning, Suzanne
- 36-50 Using crisis and emergency risk communication theory to inform online communication during the COVID-19 pandemic
by Whitlock, Cathy & Hicken, Amanda
- 51-65 Brand audit: A case study of Lacasa in Spain
by Adidam, Phani & Shaker, Irene F.
- 66-82 Rebranding a corporate spin-off: Can a new brand name inherit global brand reputation?
by Beise-Zee, Rian & Wäfler, Beat
- 83-95 A consumer-centric framework to develop insights for effective integrated marketing communications campaigns
by Sciarrino, JoAnn & Prudente, John
March 2021, Volume 9, Issue 4
- 389-390 Editorial
by Beckett, Simon
- 391-400 Visionary brand strategies require visionary product strategies: Centering product experience is imperative
by Chen, Ryan & Turpault, Mathieu
- 401-407 Why millennials gravitate to new brands in online investing
by Fink, Carly
- 408-422 From sport to ‘sportainment’: The art of creating an added-value brand experience for fans
by Richelieu, André
- 423-431 Using human emotion as a conduit for connection in branding and advertising
by Racine, Justin
- 432-445 The growing business of slowing down: Understanding the Slow Movement in retail, hospitality and tourism
by Childs, Michelle & Gokcecik, Eda & Yoon, Borham & Lee, Bomi
- 446-465 The impact of fake news on its sponsor’s brand trust
by Chan-Olmsted, Sylvia M. & Qin, Yufan Sunny
- 466-477 What is brand personality? A historical and prescriptive account
by Conejo, Francisco J.
December 2020, Volume 9, Issue 3
- 197-198 Editorial
by Beckett, Simon
- 199-210 The real gamble is playing the same game as your competitors
by Tait, Bruce J.
- 211-221 Ogilvy versus Aristotle: How creative briefs fail and why brand strategists should adopt a new patron saint
by Jones, Casey & Bonevac, Daniel
- 222-230 Putting your purpose into practice: Why introspection is essential for building a successful brand
by Bailey, Christopher K. & Selle, Susan S.
- 231-239 Driving profit and doing good: The transformational power of purpose
by Kramer, Markus
- 240-253 Multi-brand retailer community model: How multi-brand retailers can create and manage strong brand communities
by Nightingale, Kate
- 254-270 Building a woman’s brand through serving on nonprofit boards
by Cronin-Gilmore, Julia & Maguire, Diana & Asgarpoor, Jena Shafai & Nabavi, Majid
- 271-283 Cause-related marketing in a polarised global marketplace
by Kiprop, Bridgitte & Samii, Leila
September 2020, Volume 9, Issue 2
- 101-102 Editorial
by Beckett, Simon
- 103-112 Winning against a dominant brand
by Aaker, David
- 113-122 Competencies-driven development: Focusing on key skills for communicators in a quickly converging consumer environment
by Haas, Tracie
- 123-130 The importance of being not too earnest: Creativity in the boardroom
by Euchler, Gordon & Liedtke, Nils
- 131-142 Bridging brand and experience design
by Ho, Adrian
- 143-151 The use of timing to increase personalisation, message impact and response rate
by Rizzo, Tony
- 152-162 The state of the creator economy
by Schram, Ryan
- 163-170 The evolution of naming rights agreements in the United States
by Mcghee, Tim
- 171-189 Firearms, brass knuckles… and Instagram: Intended and unintended influence of social media advertising
by Jones, Valerie K. & Wang, Ming (Bryan)
June 2020, Volume 9, Issue 1
- 5-6 Editorial
by Beckett, Simon
- 7-17 Improving campaign performance using purpose marketing: Case study of Run For The Oceans
by Kullnig, Christoph & Obermüller, Anja & Aichhorn, Katherine
- 18-26 Financial engineering can destroy brands, but there is a way forward
by Light, Larry
- 27-37 Pandora’s box? The promise and peril of branded content partnerships
by Daun, Winfried & Schäfer, Sven
- 38-43 Trust-based marketing leadership: What senior leaders should be focusing on during brand plan reviews
by Davidovic, David
- 44-58 Why brands looking to stand out should look to stand-ups
by Kessler, Leigh & Robins, Steven F.
- 59-74 Esport sponsorship: Practitioners’ perspectives on emerging trends
by Finch, David J. & Abeza, Gashaw & O’Reilly, Norm & Mikkelson, Anthony
- 75-90 To market, to market: How creative treatments of in-store branded content impact sales
by Sciarrino, Joann & Prudente, John
March 2020, Volume 8, Issue 4
- 301-302 Editorial
by Beckett, Simon
- 303-316 Surviving the ‘retail apocalypse’: How Urban Outfitters became the bad boy of retail and lived to tell about it
by Harasta, Joseph
- 317-329 Quantum Marketing: A new way to think marketing and create exponential growth
by De Talhouet, Gael
- 330-339 Beyond CSAT — building brands with integrated insights to drive results
by May, Teresa & Chretien, Todd & Jones, Christine Brandt & Hanssens, Dominique M.
- 340-346 Making intangibles tangible: An emerging business issue
by Gregory, James R.
- 347-358 Telling stories in seconds: A success framework for brands
by Marrone, Stefano
- 359-367 Managerial perspectives of fan socialisation strategies for marketing to new NHL fans
by Mastromartino, Brandon & Zhang, James J. & Wann, Daniel L.
- 368-387 The impact of augmented reality experiential marketing on brand equity and buying intention
by Haumer, Florian & Kolo, Castulus & Reiners, Sarah
December 2019, Volume 8, Issue 3
- 205-206 Editorial
by Beckett, Simon
- 207-217 Brand licensing: A powerful marketing tool for today’s shopping battlefield
by Stone, Michael & Trebbien, John D.
- 218-228 The age of experience: Harnessing the power of emerging technologies to take narratives in new directions
by Bucher, John
- 229-240 Experiential EQ and the power of experience: Human need, emotion and its effect on brand memory
by Lierman, Chris
- 241-249 Looking to the future of commerce: Retail transformation as connected consumers embrace smart homes and smart stores
by Morrison, Gwen & Marcotte, David
- 250-264 Are Millennials really redefining luxury? A cross-generational analysis of perceptions of luxury from six countries
by Kapferer, Jean-Noël & Michaut, Anne
- 265-281 The brand language brief: A pillar of sound brand strategy
by Morais, Robert J. & Lerman, Dawn
- 282-294 Marketing communications in social network games: Promotional design considerations in the online era
by Killian, Ginger & Mcclure, Todd
September 2019, Volume 8, Issue 2
- 104-106 Editorial: #SMMW19 — San Diego
by Dolezal, Joanne
- 107-118 Diversity is good business: Transforming business and marketing practices for growth
by Sahagun, Nydia
- 119-126 Beyond the box: The intriguing challenges of branding service companies
by Cheinman, Ida & Bishop, Susan
- 127-135 Do not leave your brand to chance: Plan your crisis communications now
by Cruz, Lisa
- 136-145 Why prospects go into the ‘black hole’ and what to do about it
by Decesare, Charlene
- 146-159 Brand storytelling: A three-dimensional perspective
by Pereira, Gabriela
- 160-166 Reframing the awareness funnel and lead nurturing strategies to increase B2B brand awareness and quality lead generation
by Montague, Jennifer
- 167-178 The agile content marketing roadmap: Integrating strategy and execution
by Van Loon, Bert
- 179-198 The relationship between fan identification and collegiate athletic apparel brand preference
by Kirkpatrick, Nathan & Eason, Clifton
June 2019, Volume 8, Issue 1
- 4-5 Editorial
by Beckett, Simon
- 6-9 Designing for packaged products in a CPG world
by Dombrowski, David
- 10-19 A Fortune 14 company’s journey to delivering a modern e-commerce customer experience
by Case, Corey
- 20-41 Marketing, the change catalyst for digital business transformation: Lessons learned from the modernisation of a B2B marketing organisation
by Dasser, Mahmoud
- 42-47 Three principles to guide CMOs for success in a changing marketplace
by Linton, Mike
- 48-57 Understanding the impact of marketing transformation on sales and marketing alignment
by Pal, Sandeep
- 58-69 How to leverage calls to action to simultaneously improve user experience and conversions
by Obiedzinski, Mariah & Guetschow, Kelsey
- 70-75 How an in-house creative team can develop videos that hit the mark (without breaking the budget)
by Hill, Gaye & Harris, Vanessa F.
- 76-85 How ‘the new customer buyer’s journey’ is reshaping the way you strategically manage your brand
by Lieberman, Mike
- 86-99 Non-causality crisis response and organisational reputation: The reactions of CVS to the opioid epidemic
by Fortunato, John A. & Gigliotti, Ralph A.
March 2019, Volume 7, Issue 4
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