Leveraged marketing communications : the importance of studying the transfer of object-to-brand associations / edited by Sukki Yoon, Yung Kyun Choi, and Charles R. Taylor.

Includes bibliographical references and index.

Leveraging secondary associations to build brand equity: theoretical perspectives and practical applications -- Leveraged brand evaluations in branded entertainment: effects of alliance exclusivity and presentation style -- The effects of sensory fit on consumer evaluations of co-branding -- Legitimacy and sincerity as leveraging factors in social sponsorship: an experimental investigation -- Communicating the fair trade message: the roles of reputation and fit -- When partners divorce: understanding consumer's reactions to partnership termination in cause-related marketing programs -- When good becomes bad: the role of corporate crisis and issue congruence -- Celebrity endorsements: a literature review and research agenda -- Cause-related marketing persuasion research: an integrated framework and directions for further research -- Talking about CSR matters: employees' perception of and reaction to their company's CSR communication in four different CSR domains -- Celebrity vs. influencer endorsements in advertising: the role of identification, credibility, and product-endorser fit.

"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."