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Leveraged Marketing Communications
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Item specifics
- Condition
- Title
- Leveraged Marketing Communications: The Importance of Studying t
- ISBN
- 9780367725464
- EAN
- 9780367725464
- Publication Year
- 2021
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Publication Name
- Leveraged Marketing Communications: The Importance of Studying the Transfer of Object-to-Brand Associations
- Item Height
- 246mm
- Publisher
- Taylor & Francis LTD
- Item Width
- 174mm
- Subject
- Management, Marketing
- Item Weight
- 621g
- Number of Pages
- 238 Pages
About this product
Product Information
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.
Product Identifiers
Publisher
Taylor & Francis LTD
ISBN-13
9780367725464
eBay Product ID (ePID)
11049025675
Product Key Features
Publication Name
Leveraged Marketing Communications: The Importance of Studying the Transfer of Object-to-Brand Associations
Format
Hardcover
Language
English
Subject
Management, Marketing
Publication Year
2021
Type
Textbook
Number of Pages
238 Pages
Dimensions
Item Height
246mm
Item Width
174mm
Item Weight
621g
Additional Product Features
Editor
Yung Kyun Choi, Charles R. Taylor, Sukki Yoon
Country/Region of Manufacture
United Kingdom
Item description from the seller
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eBay item number:304571950300
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