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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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Introductions

Introduction to the special issue on leveraged marketing communications

Sukki YoonMarketing Department, Bryant University, Smithfield, RI, USA;
&
Yung Kyun ChoiDepartment of Advertising and Public Relations, Dongguk University, Seoul, Republic of KoreaCorrespondence[email protected]
Pages 445-447 | Published online: 02 May 2020

References

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  • Kim, Y., and S.M. Choi. 2019. When good becomes bad: the role of corporate crisis and issue congruence. International Journal of Advertising : 1–16. in press.
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