A call for authentic narrative in branded entertainment: A measurement instrument

Author's Biography

Marthinus Van Loggerenberg is the Director of the University of San Francisco Advertising Program and a tenured associate professor in brand strategy and advertising. With 20 years of industry experience, he has held strategic planning roles in international digital and traditional advertising agencies, managed branded entertainment production for television, and served as an advertising and marketing manager for top retail and music entertainment companies. Marthinus has also led the Brand and Business Leadership department at the IIE-Vega School and consulted for highequity corporate brands. He is President of the American Advertising Federation’s San Francisco Bay Area chapter, an editor for advertising and marketing textbooks, and a consultant on educational simulation software programs.

Zifei Fay Chen is a tenured associate professor in public relations at the University of San Francisco. Specialised in public relations and strategic communication, Dr Chen’s research interests include corporate social responsibility and advocacy, startup and entrepreneurial communication, digital communication, and prosocial communication. Dr Chen is an award-winning scholar with over 35 refereed journal articles, book chapters and books. Her work has been published in leading refereed journals. She is a three-time legacy scholar at the Arthur W. Page Center for Integrity in Public Communication, a Page Up member at the Arthur W. Page Society, and an ELEVATE member at the Institute for Public Relations.

Carla Enslin is responsible for postgraduate studies and research at the Independent Institute of Education, where she is responsible for the management and delivery of master’s and PhD programmes, including the wider dissemination and publication of candidates’ research contributions to industry and academe. Carla’s focus and experience in brand building is on the design and implementation of brand identity systems and developing culture frameworks for internal brand alignment. She has more than 20 refereed journal articles and book chapters to her credit, lectures internationally and conducts corporate training, consulting and coaching. Carla’s industry consultation has recently ranged from arts and culture, to water management and land preservation, to travel and tourism and the wine industry.

Marlize Terblanche-Smit is Professor of Marketing Management at the Stellenbosch Business School. Specialising in branding, marketing communication and consumer behaviour, she has written over 60 refereed journal articles, conference papers and book chapters. With more than 25 years of industry experience, Marlize has held senior and executive management positions in industry and academia. She consults as a strategic marketing practitioner and has served as the managing director of a strategic marketing consulting company and as a group marketing executive for a global fast-moving consumer goods company.