Journal of Brand Strategy, Volume 4, 2015, Number 3

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Special Issue on Consumer Branding


jbs-dsPeople powered brands: How companies can inspire consumer action
Gwen Morrison, co-CEO, The Store, WPP’s Global retail Practice and Anneliza Humlen, President/Founder, SocialVoice

Overcoming the barriers of the assisted living market: Developing successful marketing campaigns to connect with an over-50s audience
Helena King, Head of Affinity, Age UK

Why we don’t think the way we think we think: The theory and application of behavioural economics 
Anthony Tasgal, Trainer and Freelance Planner, POV Marketing and Research Consultancy

Noble motives and net results: Micro-insurance in the supply chain — building revenue and customer loyalty while improving community resilience in fast-growing markets
Brandon Mathews, Managing Director, Stonestep

Developing a glocalisation strategy: experiences from Henkel’s product launches in the Middle East and Europe
Svend Hollensen, Associate Professor of International Marketing, University of Southern Denmark and Christian Schimmelpfennig, Director, Executive Education, University of Liechtenstein

21c Museum Hotels: A company breaking branding and product conventions
Martha Reeves, Managing Director, Markets and Management Studies Program, Duke University

Cause-related marketing campaigns: Do consumer perceptions and brand motivations matter?
Beth Myers, Assistant Professor, Georgia Southern University

Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs
Barbara Stöttinger, Associate Professor, Institute for International Marketing Management, WU Vienna, et al

Brand credibility measurement: A new measure for brand equity/brand value: Part 2
Bill Haig, Chairman and CEO, Haig Branding

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