Description
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
Preface: Why Leveraged Marketing Communications is a Critically Important Topic in Marketing
Charles R. Taylor
Introduction: leveraged marketing communications
Sukki Yoonand Yung Kyun Choi
1. Leveraging secondary associations to build brand equity: theoretical perspectives and practical applications
Kevin Lane Keller
2. Leveraged brand evaluations in branded entertainment: effects of alliance exclusivity and presentation style
Hyejin Bang, Dongwon Choi, Tae Hyun Baek, Sang Do Oh and Yeonshin Kim
3. The effects of sensory fit on consumer evaluations of co-branding
Jungyong Ahn, Ahyeon Kim and Yongjun Sung
4. Legitimacy and sincerity as leveraging factors in social sponsorship: an experimental investigation
Alain d’Astous, François Anthony Carrillat and Audrey Przybysz
5. Communicating the fair trade message: the roles of reputation and fit
Jos Bartels, Machiel J. Reinders, Chrissie Broersen and Sarah Hendriks
6. When partners divorce: understanding consumers’ reactions to partnership termination in cause-related marketing programs
H. Aghakhani, S. W. Carvalho and P. H. Cunningham
7. When good becomes bad: the role of corporate crisis and issue congruence
Yoojung Kim and Sejung Marina Choi
8. Celebrity endorsements: a literature review and research agenda
Lars Bergkvist and Kris Qiang Zhou
9. Cause-related marketing persuasion research: an integrated framework and directions for further research
Lars Bergkvist and Kris Qiang Zhou
10. Talking about CSR matters: employees’ perception of and reaction to their company’s CSR communication in four different CSR domains
Sarah Desirée Schaefer, Ralf Terlutter and Sandra Diehl
11. Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit
Alexander P. Schouten, Loes Janssen and Maegan Verspaget
