Volume 9 (2020-21)

Each volume of Journal of Brand Strategy consists of four 100-page issues, published in print and online. The articles published in Volume 9 are listed below. Further articles scheduled to be published in Volume 9 are available to view on the 'Forthcoming content' page.

Volume 9 Number 1

  • Editorial
    Simon Beckett, Publisher
  • Case study: Improving campaign performance using purpose marketing: Case study of Run For The Oceans
    Christoph Kullnig, VP of Marketing, Anja Obermüller, Head of Product Marketing and Katherine Aichhorn, Content Product Owner, Runtastic
  • Practice articles: Financial engineering can destroy brands, but there is a way forward
    Larry Light, Chief Executive Officer, Arcature
  • Pandora’s box? The promise and peril of branded content partnerships
    Winfried Daun, Group Head of Advertising, Brand Strategy and Media and Sven Schäfer, Head of Advertising and Content Marketing, UBS
  • Trust-based marketing leadership: What senior leaders should be focusing on during brand plan reviews
    David Davidovic, President, pathForward
  • Why brands looking to stand out should look to stand-ups
    Leigh Kessler, VP of Marketing and Communications, CharityEngine and Steven Robins, Managing Partner and Principal, NECG
  • Research papers: Esport sponsorship: Practitioners’ perspectives on emerging trends
    David J. Finch, Professor, Bissett School of Business, Mount Royal University, Gashaw Abeza, Assistant Professor, Towson University, Norm O’Reilly, Professor and Director, International Institute for Sport Business & Leadership, University of Guelph and Anthony Mikkelson, Research Assistant, Mount Royal University
  • To market, to market: How creative treatments of in-store branded content impact sales
    Joann Sciarrino, Director and John Prudente, Research Associate, Stan Richards School of Advertising and Public Relations, Moody College at University of Texas at Austin