Chapter 7:
Creating Cohesive Brand Experiences through Integrated Campaigns
Author Information
Xiaoshan Austin Li
Assistant Professor of Advertising
Beijing Normal University-Hong Kong Baptist University UIC, China
Urooj Ahmed
Assistant Professor
Science and Lifelong Learning, Official Centre of Azteca University, Mexico
Rights and Permissions
Open Access. This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were mad
Cite this Chapter
Li, X. A., Ahmed, U. (2024). Creating Cohesive Brand Experiences through Integrated Campaigns. In: Lee, S., Ahmad, A., Tharpe, C. T., Escalada, S. M. (eds) Strategies for Brand Communications and Management. Great Britain Press and Publications. https://doi.org/10.17605/osf.io/2xuk4_7-7
Editors and Affiliations
Sungho Lee
Professor of Marketing
University of Seoul, South Korea
Anees Ahmad
Assistant Professor, Marketing
International Management Institute, Kolkata, India
Contrecia T. Tharpe
Founder and CEO
FayeVaughn Creative, New York, United States
Santiago Mayorga Escalada
Associate Professor
Communication Sciences International University of La Rioja, Spain