Sökning: onr:"swepub:oai:lup.lub.lu.se:51d14ea9-cd23-4761-ad61-a797033ab1f4" >
Consumer advertisin...
Consumer advertising as a signal of employer attractiveness
-
- Rosengren, Sara (författare)
- Stockholm School of Economics,Handelshögskolan i Stockholm
-
- Bondesson, Niklas (författare)
- Lund University,Lunds universitet,Företagsekonomiska institutionen,Ekonomihögskolan,Department of Business Administration,Lund University School of Economics and Management, LUSEM,Lund University (SE)
-
(creator_code:org_t)
- World Advertising Research Center / Wiley, 2014
- 2014
- Engelska.
-
Ingår i: International Journal of Advertising. - : World Advertising Research Center / Wiley. - 0265-0487. ; 33:2, s. 253-269
- Relaterad länk:
-
http://dx.doi.org/10...
-
visa fler...
-
https://lup.lub.lu.s...
-
https://doi.org/10.2...
-
https://research.hhs...
-
visa färre...
Abstract
Ämnesord
Stäng
- This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer. The results from two experimental studies show that creative advertising signals brand ability, and enhances perceptions of development (Study 1 and 2) and reputation value (Study 2) offered by the brand to employees. Mediation analysis shows that this, in turn, has a positive impact on the overall attractiveness of the brand as an employer. The findings contribute to the growing literature on different stakeholder reactions to consumer advertising and offer a broader picture of how advertising contributes to firm performance, beyond influencing consumers.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Publikations- och innehållstyp
- art (ämneskategori)
- ref (ämneskategori)
Hitta via bibliotek
Till lärosätets databas