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Journal of Brand Strategy
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     ISSN (Print) 2045-855X - ISSN (Online) 2045-8568
     Published by Henry Stewart Publications Homepage  [18 journals]
  • 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
       
  • Challenging the belief that all US Hispanics are culturally homogeneous:
           An AHAA and AARP cultural orientation and generational study
    • Abstract: Hispanic marketing has grown significantly over the last 30 years in large part because corporations have applied an effective cross-cultural marketing framework. Popularised by M. Isabel Valdés, the In-Culture Marketing™ methodology1 posits that: (1) culture influences the attitudes, thoughts and behaviours of consumers; and (2) marketing effectiveness is optimised when the marketing mix accounts for the cultural orientation of US Hispanics. This methodology continues to be the gold standard in Hispanic marketing today and is the basis for a multi-billion dollar industry. Marketing to Hispanics has almost exclusively been based on the use of the Spanish language and Hispanic cultural insights. It is contended that this is an oversimplification. This paper proposes that the Hispanic consumer is culturally diverse and constantly evolving, and suggests that leading organisations will need to better understand the changing cultural orientation of the US Hispanic consumer to be successful, as more companies are looking to this segment of the population for growth.
      Content Type Journal Article
      Category Empirical research papers
      Pages 235-244

      Authors
      Lorraine Cortés-Vázquez
      Xenia P. Montenegro
      Scott Willoth
      Carlos Santiago
      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
       
  • 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
       
  • Outsourcing sport sponsorship sales to a sport management class:
           Understanding the benefits and risks
    • Abstract: Given the importance and challenge of selling sponsorship, small sport organisations need a strategic and creative approach to optimise their sponsorship sales. This paper introduces the concept of outsourcing the sponsorship sale operation to a university-based sport management class. The paper goes on to discuss the practical implications of outsourcing this function, including the risks and benefits.
      Content Type Journal Article
      Category Research papers
      Pages 184-192

      Authors
      Seungbum Lee
      Victor Pinheiro
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 2 / SUMMER 2014
      PubDate: Wed, 01 Oct 2014 14:14:35 GMT
       
  • Brand awareness: A community perception of a nonprofit organisation
    • Abstract: This study was proposed by the United Way of the Midlands to gather information about donors in an uncertain economic environment. Motivation for giving encompasses altruistic and self-serving reasons. The brand is viewed as a ‘boomer’ brand, which is ageing and will soon be replaced by Generation X, Generation Y and the Millennials. These younger cohorts need to be understood and targeted for the long-range sustainability of the United Way. Engaging these potential donors will entail different forms of media. The researchers gathered qualitative data from three focus groups: upper-level managers of corporations that sponsor in-house United Way campaigns; donors to corporate campaigns; and non-donors to the United Way. When the personal needs of donors are recognised and addressed, charitable giving continues. The attrition rate for the first three months of a campaign sets the pattern for attrition throughout the campaign. Individual donors seem to be less sensitive to personal income changes and charitable giving than do corporate donors. Individual non-donors are more likely to donate useful goods and services than individual or corporate donors. There is a positive relationship between income and the amount given. Fourteen recommendations for acquiring new donors and retaining current donors are given.
      Content Type Journal Article
      Category Research papers
      Pages 155-168

      Authors
      Julia Cronin-Gilmore
      Myra Jo Bates
      Doug Brown
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 2 / SUMMER 2014
      PubDate: Wed, 01 Oct 2014 14:14:35 GMT
       
  • Attributes of successful university brands in the USA
    • Abstract: Increasing adoption of modern marketing techniques by colleges and universities coupled with challenging economics has created significant competition in higher education. Institutions that avail themselves of current research and best practices in regard to brand management will be in the best position to succeed. This paper looks at factors that can help create a successful university brand. The use of a consumer-driven revealed preference ranking metric provides a testable method for location and brand experience attributes. The results provide support for particular attributes of a successful university brand. This analysis extends the understanding of university brands and develops a greater understanding of successful university brand components, particularly within the USA. Implications for future research and suggestions for practitioners are discussed.
      Content Type Journal Article
      Category Research papers
      Pages 169-183

      Authors
      Alan P. Duesterhaus
      Molly Duesterhaus
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 2 / SUMMER 2014
      PubDate: Wed, 01 Oct 2014 14:14:35 GMT
       
  • Brand journalism: How to engage successfully with consumers in an age of
           inclusive individuality
    • Abstract: Brand journalism helps brands engage powerfully with the modern consumer. Marketers must build consistent powerful brands in an environment that demands global consistency, local differentiation and personal relevance all at the same time. There is also an important development in customer values and behaviours. The customer wants to be respected as an individual and wants to feel they belong to something bigger than just themselves: this is called a need for ‘inclusive individuality’. Brand journalism is the best approach for addressing these challenges.
      Content Type Journal Article
      Category Practice Papers
      Pages 121-128

      Authors
      Larry Light
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 2 / SUMMER 2014
      PubDate: Wed, 01 Oct 2014 14:14:34 GMT
       
  • Brands as publishers: Using content and paid media to fuel a brand
           transformation
    • Abstract: Wearing the hat of publisher is a major shift in the way advertisers traditionally approach marketing and communication. Xerox's use of content marketing has enabled it to reposition the brand from its legacy perception as ‘the copier company’ to its current business as a global provider of business process services and solutions. According to Xerox, essential guidelines for content marketing include integrating paid, owned and earned content, appropriately employing sponsored native advertising, working closely with media partners to experiment with new formats and messages and being relevant to the target audience.
      Content Type Journal Article
      Category Case studies
      Pages 101-110

      Authors
      Barbara Basney
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 2 / SUMMER 2014
      PubDate: Wed, 01 Oct 2014 14:14:34 GMT
       
  • Nostalgia, autobiographical memories and brand strategy: Marketing to the
           post–World War I generation
    • Abstract: For marketing managers, the current trend for nostalgia marketing is not without risk. Indeed, leveraging nostalgia to reach the aging post–World War I generation can prompt feelings of sadness. This paper compares the benefits the postwar generation derives from consuming nostalgic brands with the competitive advantages that nostalgia marketing offers to marketing professionals. The paper examines how these benefits translate into competitive advantages via two complementary qualitative studies. The first was performed among a sample of 20 consumers, born between 1928 and 1947, while the second was performed among a sample of eight marketing managers whose companies target this generation. Two thematic analyses were conducted after the integral transcription of the interviews. The first highlights the main emotional benefits associated with the postwar generation's nostalgic consumption behaviour. The second shows the competitive advantages and risks for nostalgic brands targeting the postwar generation.
      Content Type Journal Article
      Category Research papers
      Pages 148-154

      Authors
      Aurélie Kessous
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 2 / SUMMER 2014
      PubDate: Wed, 01 Oct 2014 14:14:34 GMT
       
  • Brand and legal sitting in a tree… Brand protection at Wounded
           Warrior Project
    • Abstract: Nonprofits walk a fine line between wanting everyone to feel a part of the mission while protecting their trade marks from brand dilution or infringement. Sometimes the very well intentioned can do more harm than good. When a nonprofit protects the integrity of its brand and assets, it unfortunately must contend with the negative public relations ramifications, justified or not. So how can a nonprofit proactively walk that fine line? This paper describes the growing nonprofit sector, unique perceptions of nonprofit brand and brand management and one relatively young nonprofit's strategy on brand protection, specifically through a lens tinted with — not tainted by — the legal perspective.
      Content Type Journal Article
      Category Case Studies
      Pages 111-120

      Authors
      Abby V. Reiner
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 2 / SUMMER 2014
      PubDate: Wed, 01 Oct 2014 14:14:34 GMT
       
  • Editorial
    • Abstract: Editorial
      Content Type Journal Article
      Category Editorial
      Pages 100-100

      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 2 / SUMMER 2014
      PubDate: Wed, 01 Oct 2014 14:14:34 GMT
       
  • The value of nonprofit sponsorship and corporate giving
    • Abstract: The purpose of this paper is to highlight how corporate charitable giving, in the way of sponsorship, can be an advantageous form of promotions and brand enhancement. By highlighting both good and bad examples, this paper aims to establish the hallmarks of effective nonprofit sponsorship. A majority of charitable giving has taken place at a local level, wherein brand associations are deemed most genuine. Larger and riskier partnerships between the business and charitable sectors are taking place that are changing how brands are viewed at a national level. Decision makers in public relations, human resources and marketing are increasingly making a conscious decision to show corporate social responsibility the attention it deserves and, as in all forms of promotions, invest wisely.
      Content Type Journal Article
      Category Practice Papers
      Pages 135-138

      Authors
      Brent Percival
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 2 / SUMMER 2014
      PubDate: Wed, 01 Oct 2014 14:14:34 GMT
       
 
 
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