Leveraging brand touchpoints: A literature review and research agenda

© 2018 Nova Science Publishers, Inc. Keller\u27s brand-leveraging process has received some attention from marketers and scholars. This process essentially consists of pairing a brand to another entity (e.g., a person, place, event, cause or other brand) to transfer equity from the linked entities to ultimately enhance brand equity. This chapter reviews the literature to understand both when and how linking the brand to other entities can transfer associations, leveraging brand touchpoints. These effects are reviewed in the contexts of celebrity endorsement, co-branding, sponsorship, cause-related marketing and product placement. In this chapter, we provide an overview of the empirical findings in the literature and develop a framework that can explain consumer responses toward the brand leveraging process. Finally, we discuss implications for researchers and brand managers