Volume 3 (2014-15)

Each volume of Journal of Brand Strategy consists of four quarterly 100-page issues. The articles published so far in Volume 3 were:

Volume 3 Number 4

  • The power of sustainability to create shared value: Why doing good is good for business
    Beatriz Perez, Chief Sustainability Officer, The Coca-Cola Company
  • Shell’s response and brand management during industry crises
    Patricia Singer, Global Brand and Media Partnership Manager, Shell Oil Company
  • Standing out in a saturated market: Engaging consumers through product placement
    Stacy Jones, CEO, Hollywood Branded
  • Creating flexible global brands in federated organizations: A case study from a global not-for-profit 
    Christopher K. Bailey, President and CEO and Ben Knepler, Senior Brand Strategist, Bailey Brand Consulting
  • Brand building in the digital age: The ongoing battle for customer influence
    Lorenzo Bresciani, Managing Director and Mike Ewing, Professor-in Residence, DDB Group Asia Pacific
  • Reimagining branding for the new B2B digital marketplace
    Debra Zahay, Professor of Marketing, Aurora University, Don E. Schultz, President, Agora and Professor of Integrated Marketing Communications, Northwestern University and Archana Kumar, Assistant Professor of Marketing, Montclair State University
  • Perceived status enhancement, brand involvement and brand loyalty
    Chee Piong, Director, Franchise Development, 5-Spice Asian Street Market
  • Rise from the rough: The growing demand of the brown diamond market
    Carly Fink, Founder, Provoke Insights
  • Comparing the positioning strategies of three Indian car brands
    B.S. Bodla, Professor and Chairman and Saloni Pawan Diwan, Assistant Professor, University School of Management, Kurukshetra University


Volume 3 Number 3 - Special issue on multicultural marketing

  • Destiny is demographics: The economic mandate of diversity
    Kenneth W. Gronbach, President and CEO, KGC Direct
  • The future of marketing is multicultural: A conversation with Javier Farfan, Head of Music and Cultural Marketing, PepsiCo
    Javier Farfan, Senior Director of Cultural Branding, PepsiCo
  • The business case for better analytics: A retrospective and the future of theory and practice of marketing science
    Rafael Alcaraz, VP, Global Advanced Analytics, Digital Media and Strategic Foresight, The Hershey Company
  • Total market: Driving strategy in a multicultural nation
    David Burgos, SVP, TNS Global
  • Valvoline shifts gears to reach the Hispanic market through agent-based modelling
    Damon Ragusa, CEO, ThinkVine
  • Infusing pasión into mainstream advertising: Using an emotional model to improve the measurement of advertising effectiveness
    Orlando Wood, Managing Director, Brainjuicer
  • Challenging the belief that all US Hispanics are culturally homogeneous: An AHAA and AARP cultural orientation and generational study
    Lorraine Cortés-Vázquez, EVP, Multicultural Markets and Engagement, Xenia P. Montenegro, Senior Research Advisor, AARP, Scott Willoth, Media & Buyer Analytics, Nielsen Scarborough, Carlos Santiago, Chair, Research Thought Leadership Committee and Jake Beniflah, Executive Director, Center for Multicultural Science
  • Estimating the value of the US Hispanic shopper: An ‘in-culture’ analysis
    Isabel Valdes, Principal, Isabel Valdés Consulting, Marie Quintana, President, Tu Familia and Jake Beniflah, Executive Director, Center for Multicultural Science
  • Improving multicultural marketing: Between-group and within-group segmentation approaches
    Ricardo Villarreal, Associate Professor of Marketing, University of San Francisco
  • Bilingual memory: The impact of acculturation on the cognitive structure of foreign-born Hispanics
    Jake Beniflah, Executive Director, Center for Multicultural Science, Sharmila C. Chatterjee, Senior Lecturer, MIT Sloan School of Management and Kerry P. Curtis, Professor Emeritus, Ageno School of Business, Golden Gate University


Volume 3 Number 2

  • Brands as publishers: Using content and paid media to fuel a brand transformation
    Barbara Basney, VP, Global Advertising and Media, Xerox
  • Engaging people in your mission without infringing the brand: Developing a balanced trademark infringement strategy
    Abby Reiner, Director, Brand Management, Wounded Warrior Project
  • Brand journalism:  How to successfully engage with consumers in the age of inclusive individuality
    Larry Light, Chief Executive Officer, Arcature
  • The value of non-profit sponsorship and corporate giving
    Brent Percival, Development Officer, Auburn University
  • How video can be used to engage potential customers and encourage a brand conversation
    Michael Litt, CEO, Vidyard
  • Using nostalgia to improve brand communication strategy: A case study
    Aurélie Kessous, Assistant Professor, INSEEC
  • The point of purchase is wherever the consumer is, so what is the future for shopper marketing?
    Simon Hathaway, Global Head of Retail Experience, Cheil
  • Outsourcing sport sponsorship sales to sport management class: Understanding the benefits and risks
    Seungbum Lee, Assistant Professor and Victor Pinheiro, Associate Professor, University of Akron
  • Attributes of successful university brands in the United States
    Alan P. Duesterhaus and Molly Duesterhaus, University South Carolina Upstate
  • Brand awareness: A community perception of a non-profit organization
    Julia Cronin-Gilmore, Assistant Professor, Myra Jo Bates, Assistant Professor, Marketing and Doug Brown, Assistant Professor, College of Business Administration, Bellevue University


Volume 3 Number 1

  • Digital transformation at Nestlé: Playing to win
    Pete Blackshaw, Global Head, Digital Marketing and Social Media, Nestlé
  • 10 rules for effective branded content: Skype's experience
    Shana Pearlman, Social Media Manager, Skype, Nadina Guglielmetti, Chief Digital Officer, Emily Listfield, Chief Content Officer, Kaplow
  • Does sports marketing work? How is it measured?
    Scott Horowitz, VP, Marketing Partnership Activation, Phoenix Suns
  • Quo vadis digital brand advertising? The shift from online performance to more holistic brand efficiency measurement and the need for standardized online ad formats
    Karim H. Attia, CEO, nugg.ad
  • B2B event sponsorship: Generating value through strategy and metrics
    Kate Phillips Connolly, Director, Bretzel Bakery and Aidan Connolly, VP, Corporate Accounts, Alltech
  • The influence of gender on baseball sponsorship activation tactics
    Mark Dodds, Associate Professor, Suny Cortland, Larry Degaris, President, Sponsorship Research & Strategy and Dave Perricone, Assistant Professor, Centenary College and former Senior Director of Merchandise, New Jersey Devils Hockey Club
  • Perceptions of a brand sponsoring a sport competitor
    Scott A. Jones, Ph.D, Associate Professor, Department of Marketing, Stetson University, Christopher Hopkins and Gregory Pickett, Clemson University
  • Collaboration: The no. 1 strategy for reaching 'Bottom of the Pyramid' customer segments in emerging global markets
    Ardi Kolah, Expert Review Panel Member, Cabinet Office
  • Luxury counterfeit purchasing: The collateral effect of luxury brands’ trading down policy
    Jeannoël Kapferer, Professor and Anne Michaut, Adjunct Professor, HEC Paris
  • Sponsored social: What is it worth? The value chasm between brand and influencers
    Ted Murphy, Founder & CEO and Ryan Schram, Chief Operating Officer, IZEA