International Journal of Advertising, Volume 39, Issue 4 (2020)

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International Journal of Advertising, Volume 39, Issue 4 (2020)

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Special Issue on Leveraged Marketing Communications, Guest Editors: Sukki Yoon and Yung Kyun Choi

Introductions

Introduction
Introduction to the special issue on leveraged marketing communications
Sukki Yoon & Yung Kyun Choi
Pages: 445-447
Published online: 02 May 2020
First Page PreviewforIntroduction to the special issue on leveraged marketing communications | Full Text | References | PDF (296 KB) | EPUB
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Articles

Article
Leveraging secondary associations to build brand equity: theoretical perspectives and practical applications
Kevin Lane Keller
Pages: 448-465
Published online: 19 Jan 2020
AbstractforLeveraging secondary associations to build brand equity: theoretical perspectives and practical applications | Full Text | References | PDF (1.6 MB) | EPUB
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Article
Leveraged brand evaluations in branded entertainment: Effects of alliance exclusivity and presentation style
Hyejin Bang, Dongwon Choi, Tae Hyun Baek, Sang Do Oh & Yeonshin Kim
Pages: 466-485
Published online: 21 Oct 2019
AbstractforLeveraged brand evaluations in branded entertainment: Effects of alliance exclusivity and presentation style | Full Text | References | PDF (2 MB) | EPUB
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Article
The effects of sensory fit on consumer evaluations of co-branding
Jungyong Ahn, Ahyeon Kim & Yongjun Sung
Pages: 486-503
Published online: 18 Aug 2019
AbstractforThe effects of sensory fit on consumer evaluations of co-branding | Full Text | References | PDF (1.6 MB) | EPUB
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Article
Legitimacy and sincerity as leveraging factors in social sponsorship: an experimental investigation
Alain d’Astous, François Anthony Carrillat & Audrey Przybysz
Pages: 504-522
Published online: 09 Oct 2019
AbstractforLegitimacy and sincerity as leveraging factors in social sponsorship: an experimental investigation | Full Text | References | PDF (1.6 MB) | EPUB
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Article
Communicating the fair trade message: the roles of reputation and fit
Jos Bartels, Machiel J. Reinders, Chrissie Broersen & Sarah Hendriks
Pages: 523-547
Published online: 13 Sep 2019
AbstractforCommunicating the fair trade message: the roles of reputation and fit | Full Text | References | PDF (1.8 MB) | EPUB
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Open Access
Article
When partners divorce: understanding consumers’ reactions to partnership termination in cause-related marketing programs
H. Aghakhani, S. W. Carvalho & P. H. Cunningham
Pages: 548-570
Published online: 25 Sep 2019
AbstractforWhen partners divorce: understanding consumers’ reactions to partnership termination in cause-related marketing programs | Full Text | References | PDF (2.1 MB) | EPUB
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Article
When good becomes bad: the role of corporate crisis and issue congruence
Yoojung Kim & Sejung Marina Choi
Pages: 571-586
Published online: 07 Oct 2019
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