Forthcoming content

A selection of articles scheduled for Volume 14 of Journal of Brand Strategy – consisting of four quarterly 100-page issues – includes:

• The power of storytelling: how to create narratives that move audiences to action
  Martina Gago, SVP and Head of Content Strategy, Personal Banking & Wealth Management, Citi
• Advancing sponsorship measurement: An integrated measurement framework for marketing communications
  Larry DeGaris, Executive Director, Medill Spiegel Research Center, Northwestern University
• Is brand purpose ‘overrated’ and not what consumers really want?
  Phil White, Co-Founder and Chief Strategy Officer, Grounded World
• The hybrid formula: The essential role of human creativity in ai-generated advertising
  Jason Hunt, Co-Founder, and Dave Kerr, Senior Digital Strategist, Merged Media
• Four strategies to thrive in the merger of public relations and content marketing
  Mariah Tang, Chief Content Marketing Officer, Stamats
• Navigating the AI-influenced evolution of the internet and brand interaction
  Nathalie Brahler, Chief Marketing Officer, EleaTek
• Comparing and contrasting the marketing approaches of the Stellenbosch and California wine industries
  Marthinus Van Loggerenberg, Program Director & Associate Professor, Advertising Program, University of San Francisco, and Carla Enslin, Director of the Postgraduate and Research Centre, The Independent Institute of Education
• Which is more critical for brand/marketing: Content strategy or media plan?
  Brad Armstrong, Owner, Brad Armstrong Marketing
• Consumers' engagement with the WWE brand
  Artemisia Apostolopoulou, Professor, Sport Management & Marketing, Robert Morris University
• The influence of branded, in-store infotainment on consumer perceptions of brand likeability, purchase intention, loyalty and brand attachment
  JoAnn Sciarrino, Professor of Marketing and Director, MBA Program, Franciscan University of Steubenville, and John J. Prudente, Senior Research Associate, The University of Texas at Austin
• Is sustainability a laughing matter? Pitfalls in sustainability marketing and how to overcome them
  Riku Vassinen, CEO, hasan & partners
• The impact of different communication strategies in brand activism firestorms
  Lina Eppe, Goethe University, and Christian Rudeloff, Professor for Media and Brand Management, Macromedia University of Applied Sciences
• How blockchain-driven focus groups can drive brand engagement
  Brian Whelan, Assistant Professor of Marketing, Western Carolina University
• Diversity in practice: Investigating how brands’ approaches to diversity impacts Millennial and Gen Z’s brand loyalty
  Tiffy M. Blanchflower, Assistant Professor, Department of Interior Design and Merchandising, East Carolina University, Michelle Childs, Associate Professor, The University of Tennessee, Knoxville, and Delisia Matthews, Associate Professor, North Carolina State University
• Opportunistic or relevant brand? How context independence and past coherence shape the effectiveness of brand activism and its positive impact
  Amélie Guèvremont, Professor, Department of Marketing, Université du Québec à Montréal
• Third person effects of online product reviews: Moderating roles of review tone, product involvement, customer loyalty
  Jae Hee Park, Associate Professor, School of Communication, University of North Florida, Dong Hun Lee, Associate Professor, Department of Health and Human Performance, University of Houston, Jung-Gun Park, Professor, Business School, Hanyang University, and Weon Sang Yoo, Professor, Business School, Korea University