Sukki Yoon is Professor of Marketing, Bryant University. Previously he taught at Cleveland State University. He was a visiting scholar at Grey Worldwide, Harvard University, and Southern Methodist University and a consultant at U.S. and Korean firms and government agencies. He has published articles in many international journals and has served on editorial boards.Yung Kyun Choi (Ph.D., Michigan State University) is Professor in the Department of Advertising and Public Relations at Dongguk University in Seoul, Korea. His research interests are in advertising effects and consumer behaviour in digital media such as social media, mobile media, and AR/VR. He has published articles in many international journals including Journal of Advertising, International Journal of Advertising, and Journal of Business Research, serving on editorial boards in these journals.Charles R. Taylor is John A. Murphy Professor of Marketing at Villanova University. He currently serves as Editor-in-Chief of International Journal of Advertising. Taylor has published extensively and has received the Ivan L. Preston Award for Outstanding Contribution to Research from the American Academy of Advertising and the Flemming Hansen Award for long-term impact on the advertising field from the European Advertising Academy.

• Preface: Why Leveraged Marketing Communications is a Critically Important Topic in MarketingCharles R. Taylor Introduction: leveraged marketing communicationsSukki Yoonand Yung Kyun Choi1. Leveraging secondary associations to build brand equity: theoretical perspectives and practical applicationsKevin Lane Keller2. Leveraged brand evaluations in branded entertainment: effects of alliance exclusivity and presentation styleHyejin Bang, Dongwon Choi, Tae Hyun Baek, Sang Do Oh and Yeonshin Kim3. The effects of sensory fit on consumer evaluations of co-brandingJungyong Ahn, Ahyeon Kim and Yongjun Sung4. Legitimacy and sincerity as leveraging factors in social sponsorship: an experimental investigationAlain d’Astous, François Anthony Carrillat and Audrey Przybysz5. Communicating the fair trade message: the roles of reputation and fitJos Bartels, Machiel J. Reinders, Chrissie Broersen and Sarah Hendriks6. When partners divorce: understanding consumers’ reactions to partnership termination in cause-related marketing programsH. Aghakhani, S. W. Carvalho and P. H. Cunningham7. When good becomes bad: the role of corporate crisis and issue congruenceYoojung Kim and Sejung Marina Choi8. Celebrity endorsements: a literature review and research agendaLars Bergkvist and Kris Qiang Zhou 9. Cause-related marketing persuasion research: an integrated framework and directions for further researchLars Bergkvist and Kris Qiang Zhou10. Talking about CSR matters: employees’ perception of and reaction to their company’s CSR communication in four different CSR domainsSarah Desirée Schaefer, Ralf Terlutter and Sandra Diehl11. Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fitAlexander P. Schouten, Loes Janssen and Maegan Verspaget

Sukki Yoon is Professor of Marketing, Bryant University. Previously he taught at Cleveland State University. He was a visiting scholar at Grey Worldwide, Harvard University, and Southern Methodist University and a consultant at U.S. and Korean firms and government agencies. He has published articles in many international journals and has served on editorial boards.Yung Kyun Choi (Ph.D., Michigan State University) is Professor in the Department of Advertising and Public Relations at Dongguk University in Seoul, Korea. His research interests are in advertising effects and consumer behaviour in digital media such as social media, mobile media, and AR/VR. He has published articles in many international journals including Journal of Advertising, International Journal of Advertising, and Journal of Business Research, serving on editorial boards in these journals.Charles R. Taylor is John A. Murphy Professor of Marketing at Villanova University. He currently serves as Editor-in-Chief of International Journal of Advertising. Taylor has published extensively and has received the Ivan L. Preston Award for Outstanding Contribution to Research from the American Academy of Advertising and the Flemming Hansen Award for long-term impact on the advertising field from the European Advertising Academy.

• Preface: Why Leveraged Marketing Communications is a Critically Important Topic in MarketingCharles R. Taylor Introduction: leveraged marketing communicationsSukki Yoonand Yung Kyun Choi1. Leveraging secondary associations to build brand equity: theoretical perspectives and practical applicationsKevin Lane Keller2. Leveraged brand evaluations in branded entertainment: effects of alliance exclusivity and presentation styleHyejin Bang, Dongwon Choi, Tae Hyun Baek, Sang Do Oh and Yeonshin Kim3. The effects of sensory fit on consumer evaluations of co-brandingJungyong Ahn, Ahyeon Kim and Yongjun Sung4. Legitimacy and sincerity as leveraging factors in social sponsorship: an experimental investigationAlain d’Astous, François Anthony Carrillat and Audrey Przybysz5. Communicating the fair trade message: the roles of reputation and fitJos Bartels, Machiel J. Reinders, Chrissie Broersen and Sarah Hendriks6. When partners divorce: understanding consumers’ reactions to partnership termination in cause-related marketing programsH. Aghakhani, S. W. Carvalho and P. H. Cunningham7. When good becomes bad: the role of corporate crisis and issue congruenceYoojung Kim and Sejung Marina Choi8. Celebrity endorsements: a literature review and research agendaLars Bergkvist and Kris Qiang Zhou 9. Cause-related marketing persuasion research: an integrated framework and directions for further researchLars Bergkvist and Kris Qiang Zhou10. Talking about CSR matters: employees’ perception of and reaction to their company’s CSR communication in four different CSR domainsSarah Desirée Schaefer, Ralf Terlutter and Sandra Diehl11. Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fitAlexander P. Schouten, Loes Janssen and Maegan Verspaget

Sukki Yoon is Professor of Marketing, Bryant University. Previously he taught at Cleveland State University. He was a visiting scholar at Grey Worldwide, Harvard University, and Southern Methodist University and a consultant at U.S. and Korean firms and government agencies. He has published articles in many international journals and has served on editorial boards.Yung Kyun Choi (Ph.D., Michigan State University) is Professor in the Department of Advertising and Public Relations at Dongguk University in Seoul, Korea. His research interests are in advertising effects and consumer behaviour in digital media such as social media, mobile media, and AR/VR. He has published articles in many international journals including Journal of Advertising, International Journal of Advertising, and Journal of Business Research, serving on editorial boards in these journals.Charles R. Taylor is John A. Murphy Professor of Marketing at Villanova University. He currently serves as Editor-in-Chief of International Journal of Advertising. Taylor has published extensively and has received the Ivan L. Preston Award for Outstanding Contribution to Research from the American Academy of Advertising and the Flemming Hansen Award for long-term impact on the advertising field from the European Advertising Academy.

• Preface: Why Leveraged Marketing Communications is a Critically Important Topic in MarketingCharles R. Taylor Introduction: leveraged marketing communicationsSukki Yoonand Yung Kyun Choi1. Leveraging secondary associations to build brand equity: theoretical perspectives and practical applicationsKevin Lane Keller2. Leveraged brand evaluations in branded entertainment: effects of alliance exclusivity and presentation styleHyejin Bang, Dongwon Choi, Tae Hyun Baek, Sang Do Oh and Yeonshin Kim3. The effects of sensory fit on consumer evaluations of co-brandingJungyong Ahn, Ahyeon Kim and Yongjun Sung4. Legitimacy and sincerity as leveraging factors in social sponsorship: an experimental investigationAlain d’Astous, François Anthony Carrillat and Audrey Przybysz5. Communicating the fair trade message: the roles of reputation and fitJos Bartels, Machiel J. Reinders, Chrissie Broersen and Sarah Hendriks6. When partners divorce: understanding consumers’ reactions to partnership termination in cause-related marketing programsH. Aghakhani, S. W. Carvalho and P. H. Cunningham7. When good becomes bad: the role of corporate crisis and issue congruenceYoojung Kim and Sejung Marina Choi8. Celebrity endorsements: a literature review and research agendaLars Bergkvist and Kris Qiang Zhou 9. Cause-related marketing persuasion research: an integrated framework and directions for further researchLars Bergkvist and Kris Qiang Zhou10. Talking about CSR matters: employees’ perception of and reaction to their company’s CSR communication in four different CSR domainsSarah Desirée Schaefer, Ralf Terlutter and Sandra Diehl11. Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fitAlexander P. Schouten, Loes Janssen and Maegan Verspaget