Leveraged Marketing Communications

The Importance of Studying the Transfer of Object-to-Brand Associations

Sukki Yoon, Yung Kyun Choi, Charles R. Taylor, Sukki Yoon, Yung Kyun Choi, Charles R. Taylor

• Publisher: Routledge
• Year: 2021
• Print ISBN: 9780367725464
• eBook ISBN: 9781000394207
• Edition: 1
• Topic: Business
• Subtopic: Advertising
• Index: Business

This comprehensive book features recent works on leveraged marketing communications (LMC)—an intentional pairing of a brand to benefit from the associations the target audience has with the object. LMC conceptually binds a wide range of marketing communication strategies previously studied in isolation: celebrity endorsements, sponsorship, product placements, cause-related marketing, and cobranding. LMC strategies assume that an entity (e.g., Michael Jordan) can be paired with a brand (e.g., Nike) to evoke associations that ultimately enhance brand awareness and evaluations.

The collection of chapters in this book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research. The chapters collectively provide a theoretical framework for building brand equity via linking brands to people, places, and things; examine how marketers can best leverage brand alliances; explore ways to maximize the effectiveness of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing; and summarize our knowledge of the various forms of LMC.

The chapters in this book were originally published in the International Journal of Advertising.

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Contents
• Citation Information
• Notes on Contributors
• Preface: Why Leveraged Marketing Communications is a Critically Important Topic in Marketing
• Introduction: Leveraged Marketing Communications
• 1 Leveraging secondary associations to build brand equity: theoretical perspectives and practical applications
• 2 Leveraged brand evaluations in branded entertainment: effects of alliance exclusivity and presentation style
• 3 The effects of sensory fit on consumer evaluations of co-branding
• 4 Legitimacy and sincerity as leveraging factors in social sponsorship: an experimental investigation
• 5 Communicating the fair trade message: the roles of reputation and fit
• 6 When partners divorce: understanding consumers’ reactions to partnership termination in cause-related marketing programs
• 7 When good becomes bad: the role of corporate crisis and issue congruence
• 8 Celebrity endorsements: a literature review and research agenda
• 9 Cause-related marketing persuasion research: an integrated framework and directions for further research
• 10 Talking about CSR matters: employees’ perception of and reaction to their company’s CSR communication in four different CSR domains
• 11 Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit
• Index