Forthcoming content

A selection of articles scheduled for Volume 11 of Journal of Brand Strategy – consisting of four quarterly 100-page issues – includes:

  • Capitalising on brand purpose: Creating brand equity and business value from the ground up
    Seraj Bharwani, Chief Strategy Officer, AcuityAds and Ariela Nerubay, EVP & Chief Marketing Officer, Curacao
  • Reimagining an iconic brand: A case study of Harlem Globetrotters
    Sunni Hickman, VP Sales & Marketing, Harlem Globetrotters
  • 'Project Isosceles': How establishing better briefs will lead to next level analytics and advanced experimentation
    Jim DeLash, Multichannel Marketing and Customer Experience Director, GSK
  • The Boots 'Prescribe Kindness' campaign: A case study of one UK’s retailer’s response to the pandemic
    Peter Markey, Chief Marketing Officer, Boots UK & ROI
  • Bridging the gap between social media marketing and customer care
    Göran van Hese, Director, Customer Care Solutions, Sparkcentral by Hootsuite
  • It’s good to be known, but it’s great to be loved
    Fernando Herrera, VP of Marketing, Sun-Maid
  • Don’t push me: A disruptive content and media transformation
    Brad Armstrong, Head of Content, Creative, and Customer Journey, NI
  • Can contextual targeting can deliver intended outcomes for the brand?
    Steve Silvers, SVP Product & GM Customer Experience, Neustar
  • Engage with empathy: Improving customer experience with artificial intelligence
    Tara DeZao, Product Marketing Director, AdTech and MarTech, Pegasystems
  • Looking for ‘Uncle Johnnie’: The remarkable success of Johnnie Walker scotch whisky in India
    Jay I. Sinha, Associate Professor, Fox School of Business, Temple University, and Sunil H. Contractor, Visiting Assistant Professor of Marketing, The University of Tampa
  • The rise of retail media and what it means for brands
    Christian Gees, Director DACH & CEE Sales, ChannelAdvisor
  • Brand purpose, authenticity and impact measurement
    Jenny Caven, former Director of External Affairs, Slimming World
  • Comparing social style platform brand and brand community social content: A machine learning-based lexical analysis
    Curt A. Gilstrap, Associate Professor of Business Communication, University of Southern Indiana, Morgan Hoey, Creative Director of Multimedia, AVIAN, Natasha Danielle Smith, Director of Communications, Communications, Voya Financial and Sandy Cheng, Purdue University
  • A deeper look at the 2020 Facebook boycott and related themes of misinformation: A text mining analysis of topics, emotion and sentiment
    Laura Bright, Interim Associate Director & Associate Professor of Media Analytics, Kristen Leah Sussman, Abby Hendricks, Leah Archer and Gary Wilcox, John A. Beck Centennial Professor in Communication, Stan Richards School of Advertising & Public Relations, Moody College of Communication, University of Texas at Austin
  • The shifting gender landscape and its relevance to brand strategy
    Sandy Skees, Global Lead, Purpose + Impact Practice, Porter Novelli
  • Why people use virtual assistants: Understanding engagement with Alexa
    Valerie Jones, Associate Professor, College of Journalism & Mass Communications, University of Nebraska-Lincoln
  • How to effectively market your brand to consumers aged 55 and over
    Dan Gallagher, EVP, Brand Strategy & Research, Rain the Growth Agency, Samara Omundson, Co-Founder, Principal Researcher and Emily Wheeler, Co-Founder, Principal Researcher, OWL Research Partners
  • That VIP feeling: Activation, measurement techniques, and best practices in sport sponsorship
    Spencer C. Wellington, Grants Accountant, Food & Friends, Artemisia Apostolopoulou, University Professor of Sport Management and Marketing, and David P. Synowka, Professor and Department Head of Sport Management, Robert Morris University 
  • No brand can easily claim to be 'luxury': A case study of Hugo Boss and brand positioning
    Marc Paternot, Senior Lecturer in Business Administration, Hochschule Fresenius
  • Voice technology in retail marketing
    Gwen Morrison, CEO, The Store Americas, WPP (retired) and Susan Westwater, CEO & Co-founder, Pragmatic Digital
  • Exploring dimensions of political brand personality
    Kathryn Mercurio, Assistant Professor of Marketing and Kirk Damon Aiken, Thomas Family Fellow in Business, California State University, Chico
  • Should your brand take a stand? Comparing the impact of brand activism and CSR on brand equity 
    Mathea Herzberg and Christian Rudeloff, Professor Media Management, Hochschule Macromedia University of Applied Sciences