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International Journal of Advertising
The Review of Marketing Communications
Volume 39, 2020 - Issue 4: Special Issue on Leveraged Marketing Communications, Guest Editors: Sukki Yoon and Yung Kyun Choi
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Articles

Leveraged brand evaluations in branded entertainment: Effects of alliance exclusivity and presentation style

Hyejin BangSchool of Journalism and Mass Communication, The University of Kansas, Lawrence, Kansas, USA; View further author information
,
Dongwon ChoiDepartment of Advertising and Public Relations, College of Social Sciences, Kookmin University, Seoul, Korea; View further author information
,
Tae Hyun BaekDepartment of Integrated Strategic Communication, College of Communication and Information, University of Kentucky, Lexington, Kentucky, USA; ORCID Iconhttp://orcid.org/0000-0003-2000-698XView further author information
ORCID Icon,
Sang Do OhManagement Division, Maeji School of Business, Yonsei University, Wonju, Korea; View further author information
&
Yeonshin KimDepartment of Business Administration, College of Business, Myongji University, Seoul, KoreaCorrespondence[email protected]
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Pages 466-485 | Received 10 Dec 2018, Accepted 17 Sep 2019, Published online: 21 Oct 2019

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Read on this site (2)

Shiyun Tian, Weiting Tao, Cheng Hong & Wan-Hsiu Sunny Tsai. (2022) Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness. International Journal of Advertising 41:6, pages 1017-1037.
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Sukki Yoon & Yung Kyun Choi. (2020) Introduction to the special issue on leveraged marketing communications. International Journal of Advertising 39:4, pages 445-447.
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Articles from other publishers (2)

Deqing Ma, Xiaoqing Wang, Jinsong Hu & Zhicai Li. (2023) The Selection of Sales Channels Considering Consumer Behavior Preferences in a Co-branding Strategy. Electronic Commerce Research and Applications, pages 101309.
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Cinzia Pinello, Pasquale Massimo Picone & Arabella Mocciaro Li Destri. (2022) Co-branding research: where we are and where we could go from here. European Journal of Marketing 56:2, pages 584-621.
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