Introduction to the special issue on leveraged marketing communications
Bibliographic Data
| ID | 21498336 |
|---|---|
| Authors | Sukki Yoon (0000-0003-0092-1195, Bryant University), Yung Kyun Choi (0000-0002-1207-6876, Dongguk University, corresponding author) |
| Year | 2020 |
| Volume | 39 |
| Issue | 4 |
| Pages | 445-447 |
| Publication date | 2020-05-18 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2020.1750177 |
| OpenAlex | W3020871186 |
| Language | EN |
| References cited | 7 |
Leveraged marketing communications (LMC) refers to brand-building strategies that are “an intentional pairing of a brand to benefit from the associations the target audience has with the object” (B
Advertising · Business · Marketing communication · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Marketing and Advertising Strategies · Marketing
| Highly cited | No |
|---|