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Leveraged Marketing Communications - The Importance of Studying the Transfer of Object-to-Brand Associations
Loot Price: R1,217
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Leveraged Marketing Communications - The Importance of Studying the Transfer of Object-to-Brand Associations
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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.
General
Imprint: |
Routledge
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Country of origin: |
United Kingdom |
Release date: |
September 2023 |
First published: |
2021 |
Editors: |
Sukki Yoon
• Yung Kyun Choi
• Charles R Taylor
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Dimensions: |
246 x 174mm (L x W) |
Pages: |
238 |
ISBN-13: |
978-0-367-72547-1 |
Categories: |
Books
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LSN: |
0-367-72547-9 |
Barcode: |
9780367725471 |
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