Leveraged Marketing Communications : The Importance of Studying the Transfer of Object-to-Brand Associations (Paperback)

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