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  Journal of Brand Strategy
  [7 followers]  Follow
    
   Full-text available via subscription Subscription journal
   ISSN (Print) 2045-855X - ISSN (Online) 2045-8568
   Published by Henry Stewart Publications Homepage  [18 journals]
  • Perceived status enhancement, brand involvement and brand loyalty
    • Abstract: A sample of 170 Starbucks brewed coffee customers from four Starbucks coffeehouses in South Florida were administered a survey to determine their perceptions of Starbucks brewed coffee as status-enhancing as well as their attitudinal and behavioural brand loyalty and their brand involvement. Reliability and factor analyses confirmed the internal reliability and unitary structure of the multi-item constructs. Linear regressions revealed that customers’ perceptions of the branded product as status-enhancing were positively associated with their brand involvement (R = 0.174, p = 0.023) and their attitudinal brand loyalty (R = 0.214, p = 0.005), but not with their behavioural brand loyalty (R = 0.091, p = 0.240). These results add to the theory of status consumption and may aid companies in deciding whether to use status enhancement as a marketing strategy for their brands and products.
      Content Type Journal Article
      Category Research papers
      Pages 387-398

      Authors
      Chee Piong
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 4 / WINTER 2015
      PubDate: Fri, 27 Feb 2015 13:29:54 GMT
       
  • Editorial
    • Abstract: Editorial
      Content Type Journal Article
      Category Editorial
      Pages 308-309

      Authors
      Daryn Moody
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 4 / WINTER 2015
      PubDate: Fri, 27 Feb 2015 13:29:53 GMT
       
  • Brand building in the digital age: The ongoing battle for customer
           influence
    • Abstract: Social media and the digital era have created major challenges for brand managers. Brand strategies need to reflect this new era, but few do. Indeed, nothing has threatened the very foundations of brands more than technology, which has fundamentally and indefinitely altered the relationship between consumers and brands by empowering consumers like never before, while stripping brands of the ‘control’ they once took for granted. To survive, brands need to think in terms of influence. But influence can neither be assumed nor bought — it has to be earned. This paper discusses five now defunct branding assumptions and why they no longer apply. It then offers five new principles for building brand influence in the modern digital world.
      Content Type Journal Article
      Category Practice papers
      Pages 322-331

      Authors
      Lorenzo Bresciani
      Mike Ewing
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 4 / WINTER 2015
      PubDate: Fri, 27 Feb 2015 13:29:53 GMT
       
  • Shell's response and brand management during industry crises
    • Abstract: In today's complex operating environment, a company's reputation is paramount. The digitally driven marketing landscape puts business under scrutiny in real time, but if companies can clearly convey their mission and values — and a purpose that extends beyond growing their own balance sheets — the digital world offers fresh opportunities to engage with the public in innovative ways. Sometimes that requires a company to take a risk when conveying its vision and values to stakeholders. Shell explored this challenge of building brand reputation in the months following the Deepwater Horizon disaster, seizing an opportunity to lead the conversation on sustainable energy. The bold communication campaign helped Shell solidify its engagement strategy, reach new audiences and build trust among its stakeholders.
      Content Type Journal Article
      Category Keynote articles
      Pages 316-321

      Authors
      Tricia Elwell Singer
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 4 / WINTER 2015
      PubDate: Fri, 27 Feb 2015 13:29:53 GMT
       
  • Reimagining branding for the new B2B digital marketplace
    • Abstract: As digital technology is increasingly used to facilitate the business-to-business (B2B) buying process, the role of the salesperson in B2B branding appears to be diminishing. Instead of leading sales, marketing and branding conversations, the field sales force now commonly respond to a customer who has used digital technology to replace the information-providing role he or she formerly provided. This paper reviews the literature in B2B branding and suggests a radically different B2B marketing and branding framework to understand and manage the emerging buyer–seller relationships and the issues they raise. Recommendations for the new B2B interactive marketplace are made along with discussions on the reconceptualisation of what B2B brands and branding mean in this new age. A comprehensive research agenda for B2B branding is proposed to meet the challenges of this new marketplace.
      Content Type Journal Article
      Category Research papers
      Pages 357-372

      Authors
      Debra Zahay
      Don E. Schultz
      Archana Kumar
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 4 / WINTER 2015
      PubDate: Fri, 27 Feb 2015 13:29:53 GMT
       
  • Creating flexible global brands in federated organisations: A case study
           from a global not-for-profit
    • Abstract: Creating the right global strategy for a brand requires a number of key considerations specific to the organisation and target audience(s). This paper uses a case study of GS1, a global not-for-profit organisation operating in over 100 countries, to discuss approaches to building brand equity across multiple geographies, the importance of unified global brand meaning, the value of establishing a global brand management structure, and ways to create consistent branding while retaining significant local flexibility.
      Content Type Journal Article
      Category Practice papers
      Pages 350-356

      Authors
      Christopher K. Bailey
      Ben Knepler
      Patrick Vanlombeek
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 4 / WINTER 2015
      PubDate: Fri, 27 Feb 2015 13:29:53 GMT
       
  • Rise from the rough: The growing demands on the brown diamond market
    • Abstract: Only 10 years ago, consumer demand for brown diamonds was nearly non-existent. To industry experts, brown diamonds were known as ‘industrial grade diamonds’ or low-grade stones with little value. Today, however, a product that once had very little real and perceived value has become desirable among consumers due to the power of strategic marketing and advertising. By analysing historical and current information on the brown diamond industry, this paper discusses the current challenges and opportunities for these stones.
      Content Type Journal Article
      Category Practice papers
      Pages 332-338

      Authors
      Carly Fink
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 4 / WINTER 2015
      PubDate: Fri, 27 Feb 2015 13:29:53 GMT
       
  • The power of sustainability to create shared value: Coca-Cola demonstrates
           that doing good is good for business
    • Abstract: Many businesses today are still contemplating the decision to make investments in either community-based social good initiatives or in business operations. The reality is that one investment — in sustainability and in people and communities — can achieve return on investment for both. In fact, choosing to operate sustainably is becoming less of a choice and more of an imperative if brands are to remain relevant and companies are to grow. Coca-Cola is on a sustainability journey to grow its business while it makes a positive difference for people, communities and the environment. The journey is rigorous and requires strong partnerships, deep innovation and the commitment across the company to integrate sustainability into the business. It is how this 128-year-old company is connecting with consumers today and how it plans to remain relevant and trusted for the next 128 years.
      Content Type Journal Article
      Category Keynote articles
      Pages 310-315

      Authors
      Bea Perez
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 4 / WINTER 2015
      PubDate: Fri, 27 Feb 2015 13:29:53 GMT
       
  • Standing out in a saturated market: Engaging consumers through product
           placement
    • Abstract: This paper examines the efficacy of product placements with analysis of relative cost, brand recall, purchasing influence and return on investment. Product placements are shown to be sales drivers because nearly all viewers’ purchasing behaviours are affected by what they see on television, and entertainment marketing campaigns raise both brand recognition and brand awareness. Additional topics include product placements in music videos, new platforms for product placement, and the nature of the content partnership relationship.
      Content Type Journal Article
      Category Practice papers
      Pages 339-349

      Authors
      Stacy Jones
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 4 / WINTER 2015
      PubDate: Fri, 27 Feb 2015 13:29:53 GMT
       
  • Investigating the congruence among the positioning strategies of three
           Indian car brands
    • Abstract: This paper examines the activities and congruence of the positioning strategies of three Indian car brands, namely Swift, I-10 and Indigo. The triangulation research methodology (pilot survey, secondary data and content analysis) is applied in this study. The findings reveal the dominance of a ‘visual artistic’ positioning strategy in the case of the Swift car brand, whereas ‘visual artistic’ and ‘basic features’ are two popular strategies in the case of the I-10 car brand. ‘Basic features’ is the popular positioning strategy pursued by the Indigo car brand. Regarding the congruence among experts’ presumed strategies, the communication tactics employed by the three car brands and the strategies perceived by consumers, the results indicate an absence of congruence among experts’ presumed positioning strategies and marketing communication efforts, meaning that the experts’ presumed strategies are not clearly conveyed in communications. The positioning activities highlighted in communications, however, are successfully recognised by the target customers. The paper concludes with a discussion about managerial implications and limitations.
      Content Type Journal Article
      Category Research papers
      Pages 373-386

      Authors
      B. S. Bodla
      Saloni Pawan Diwan
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 4 / WINTER 2015
      PubDate: Fri, 27 Feb 2015 13:29:53 GMT
       
  • Valvoline shifts gears to reach the Hispanic market through agent-based
           modelling
    • Abstract: The ability to execute innovate marketing approaches has exceeded the ability to measure how those approaches deliver sales. As more and more marketers increase the marketing they use, they need to add new ways to measure results. Older analytic approaches cannot evaluate performance in this diverse and dynamic marketing world of seemingly unlimited options. In the case of Valvoline, that meant finding a way to incorporate their extensive ethnic research into a performance evaluation system that could help them choose the right mix of marketing tactics to reach those key shoppers. Adopting Think Vine's audience based approach supported by an agent-based modelling engine helped Valvoline improve the sales they achieved from marketing. This came from insights on how their key Hispanic shopper groups responded to various marketing tactics. By understanding how Hispanic shoppers responded to various marketing tactics. These insights enabled valvoline to increase some tactics while decreasing others. The results were a 15 per cent increase in sales from the same level of spending. Along with the improved sales from more effective allocation of marketing dollars, the analysis helped Valvoline identify the potential for growth in a new category they had never considered.
      Content Type Journal Article
      Category Research papers
      Pages 290-294

      Authors
      Damon Ragusa
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 3 / AUTUMN/FALL 2014
      PubDate: Fri, 17 Oct 2014 17:31:46 GMT
       
  • Improving multicultural marketing: Between-group and within-group
           segmentation approaches
    • Abstract: This paper reviews the evolution of segmentation approaches used in multicultural marketing. The benefits and limitations of the standard between-group segmentation (BGS) approach are presented as a basis to discuss advancements on the BGS approach. The paper suggests that the within-group segmentation (WGS) approach provides an important alternative to the BGS approach. Two different examples of a WGS approach are presented. The paper suggests that the true variable of interest in multicultural marketing is ethnicity. Reasons for focusing on ethnicity and its definition are presented and tested using a more complex statistical methodology for a WGS approach. The paper concludes with a summary of the relationships between the approaches.
      Content Type Journal Article
      Category Empirical research papers
      Pages 278-289

      Authors
      Ricardo Villarreal
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 3 / AUTUMN/FALL 2014
      PubDate: Fri, 17 Oct 2014 17:31:46 GMT
       
  • The business case for better analytics: A retrospective and the future of
           theory and practice of marketing science
    • Abstract: Much of the traditional marketing science practice prior to (and perhaps even throughout) the twentieth-century remained hidebound by lack of information and rules-of-thumb. Perhaps this was because of the lack of technology enabling the diffusion and sharing of information across geographies, people, and disciplines. This has been the case across general market (GM) and culturally specific (CS) research. Technological advancements and increased computational power have enabled broader sharing of information. Some of these changes should have already taken place, yet there is no empirical evidence that the expected changes in marketing science applications have taken place. This would require organisations to remain open minded and risk averse, or at least risk neutral, as many of the rewards of advanced analytics may not be obvious in the short term, especially as investments to finance the creation of such capabilities must be made upfront; this is a chicken-and-egg problem. This paper identifies three syndromes as the culprits of delayed progress in marketing science: syndication, academic, and practitioner. Most of the shortcomings have been the self-imposed simplicity of the marketplace (especially in CPG) by addressing only the demand side only, often overlooking the supply chain side.
      Content Type Journal Article
      Category Research papers
      Pages 295-303

      Authors
      Rafael Alcaraz
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 3 / AUTUMN/FALL 2014
      PubDate: Fri, 17 Oct 2014 17:31:46 GMT
       
  • Bilingual memory: The impact of acculturation on the cognitive structure
           of foreign-born Hispanics
    • Abstract: For more than three decades, the prevailing view in Hispanic marketing is that US Hispanics have a ‘preference’ for Spanish. This paper contends that this is an over-simplification, and applies two theories of bilingual memory — the Revised Hierarchical Model and the Conceptual Feature Model — to help examine the cognitive structure of foreign-born Hispanics in the USA. Cognitive structure refers to a mental framework or schema that organises and retains learned facts. This study proposes that the cognitive structure of foreign-born Hispanics changes based on their level of acculturation. Using experiments, the study finds statistically significant differences in the cognitive structures of first-generation Hispanics across three levels of acculturation — low, moderate and high. These results suggest that the optimal way to target foreign-born Hispanics depends on their level of acculturation. This challenges the commonly held view that first-generation Hispanics are a monolithic group and that Spanish is their language of ‘preference’. This study has the potential to influence how organisations develop segmentation and communication strategies to target first-generation Hispanics, who make up an estimated 40 per cent of the total Hispanic population, and clarify the role that Spanish plays in marketing to this segment. Although conducted in the context of Hispanics, this study has similar implications for other ethnic groups and thus has implications beyond Hispanic marketing.
      Content Type Journal Article
      Category Empirical research papers
      Pages 261-277

      Authors
      Dr Jake Beniflah
      Sharmila C. Chatterjee
      Kerry P. Curtis
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 3 / AUTUMN/FALL 2014
      PubDate: Fri, 17 Oct 2014 17:31:45 GMT
       
  • Destiny is demographics: The economic mandate of diversity
    • Abstract: Destiny is demographics: The economic mandate of diversity
      Content Type Journal Article
      Category Comment
      Pages 197-202

      Authors
      Kenneth W. Gronbach
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 3 / AUTUMN/FALL 2014
      PubDate: Fri, 17 Oct 2014 17:31:44 GMT
       
  • Total market: Driving strategy in a multicultural nation
    • Abstract: The USA is on the verge of becoming a majority-minority nation. Given their growing size and influence on American culture, multicultural segments can no longer be considered niche markets. They have indeed become an integral part of America's new mainstream, and brands must adapt their business models accordingly if they want to stay relevant and grow. The ‘multicultural versus general market’ paradigm is rapidly becoming obsolete. Instead, marketers are starting to evolve their thinking toward ‘total market’ approaches that leverage similarities and at the same time respect cultural nuances across and within consumer segments, including the non-Hispanic white majority. This journey is not easy. It has implications on virtually every step of the marketing cycle, from early-stage research and product development to the creation of marketing and commercial programmes. It often requires a change in corporate culture, too. Drawing on extensive research and consulting work done by the author, this paper provides several guiding principles to help brand owners navigate this new normal and turn the challenges of marketing to a culturally diverse audience into growth opportunities.
      Content Type Journal Article
      Category Practice papers
      Pages 206-211

      Authors
      David Burgos
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 3 / AUTUMN/FALL 2014
      PubDate: Fri, 17 Oct 2014 17:31:44 GMT
       
  • The future of marketing is multicultural: A conversation with Javier
           Farfan, Head of Music and Cultural Marketing, PepsiCo
    • Abstract: The future of marketing is multicultural: A conversation with Javier Farfan, Head of Music and Cultural Marketing, PepsiCo
      Content Type Journal Article
      Category Interview
      Pages 203-205

      Authors
      Javier Farfan
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 3 / AUTUMN/FALL 2014
      PubDate: Fri, 17 Oct 2014 17:31:44 GMT
       
  • Estimating the value of the US Hispanic shopper: An In-Culture™
           analysis
    • Abstract: In 2013, the Center for Multicultural Science formed a strategic partnership with the National Grocers Association: (1) to estimate how much the Hispanic population spends in the independent retail grocery channel; and (2) to conduct an In-Culture™ analysis to uncover important shopper insights and purchasing patterns to provide retailers and suppliers with actionable shopper marketing strategies. This paper publishes these findings — including the main finding that Hispanics spent an estimated $22.8bn in the US independent retail grocery channel in 2012. The study is considered the first to estimate the economic contribution of the Hispanic population among independent retail grocers, but acknowledges that more work is needed to estimate the full economic value of Hispanics. This study has strategic implications in a number of areas, including sales, marketing, communications, merchandising and product assortment to drive Hispanic sales and corporate growth for leading retailers and manufacturers.
      Content Type Journal Article
      Category Empirical research papers
      Pages 245-260

      Authors
      M. Isabel Valdés
      Dr Jake Beniflah
      Marie Quintana
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 3 / AUTUMN/FALL 2014
      PubDate: Fri, 17 Oct 2014 17:31:44 GMT
       
  • Multicultural Marketing
    • Abstract: Multicultural Marketing
      Content Type Journal Article
      Category Editorial
      Pages 196-196

      Authors
      Dr. Jake Beniflah
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 3 / AUTUMN/FALL 2014
      PubDate: Fri, 17 Oct 2014 17:31:44 GMT
       
  • Infusing pasión (passion) into mainstream advertising: Using an
           emotional model to improve the measurement of advertising effectiveness
    • Abstract: Hispanic marketing in the USA has traditionally centred on Spanish language advertisements. But effective advertising may not rely on language or ‘message’. This paper asserts that the most efficient communications are emotional and work by drawing people closer to the brand and enabling fast, emotional and instinctive ‘System 1’ decisions in its favour. This paper shows that communicating a ‘message’ actually restricts advertising's efficiency. If ‘message’ and language are less important than previously believed, the implications are far-reaching for how multicultural advertising is conceived and bought in the USA. This paper suggests that the opportunity for marketers may centre on developing culturally appropriate tactics within an emotion-based advertising model.
      Content Type Journal Article
      Category Practice papers
      Pages 212-234

      Authors
      Orlando Wood
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 3 / AUTUMN/FALL 2014
      PubDate: Fri, 17 Oct 2014 17:31:44 GMT
       
 
 
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