Works matching IS 2045855X AND DT 2025 AND VI 14 AND IP 1

Results: 8

Opportunistic or relevant brand? How context independence and past coherence shape the effectiveness of brand activism and its positive effect.

Published in:

Journal of Brand Strategy, 2025, v. 14, n. 1, p. 92, doi. 10.69554/qufw3951

By:

Guèvremont, Amélie

Publication type:

Article

Is it a mistake for a new venture to think like a small business? The importance of corporate branding.

Published in:

Journal of Brand Strategy, 2025, v. 14, n. 1, p. 72, doi. 10.69554/ddcd8992

By:

Batchelor, John H.;
Davis, Maggie M.;
McIlveene, Timothy R.;
Barber III, Dennis;
Perkins, Robert D.

Publication type:

Article

The bright and dark sides of value co-creation using generative AI: A survey of decision-makers in German advertising, communication and media agencies.

Published in:

Journal of Brand Strategy, 2025, v. 14, n. 1, p. 53, doi. 10.69554/ovwe7043

By:

Kolo, Castulus;
Ranner, Tamara;
Herfort, Melanie;
Kleine, Dirk

Publication type:

Article

Four strategies to thrive in the merger of public relations and content marketing.

Published in:

Journal of Brand Strategy, 2025, v. 14, n. 1, p. 43, doi. 10.69554/xaex3548

By:

Tang, Mariah

Publication type:

Article

The hybrid formula: The essential role of human creativity in AI-generated advertising.

Published in:

Journal of Brand Strategy, 2025, v. 14, n. 1, p. 30, doi. 10.69554/nbyx9041

By:

Hunt, Jason;
Kerr, Dave

Publication type:

Article

Makeup, money and merchandising: The strategic branding and marketing of KISS.

Published in:

Journal of Brand Strategy, 2025, v. 14, n. 1, p. 15, doi. 10.69554/fixr9653

By:

Harasta, Joseph

Publication type:

Article

The power of storytelling: How to create narratives that move audiences to action.

Published in:

Journal of Brand Strategy, 2025, v. 14, n. 1, p. 6, doi. 10.69554/yrhl3067

By:

Gago, Martiña

Publication type:

Article

Editorial.

Published in:

2025

By:

Beckett, Simon

Publication type:

Editorial