| 1. |
- Bergkvist, Lars, et al.
(författare)
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A new model of how celebrity endorsements work : attitude toward the endorsement as a mediator of celebrity source and endorsement effects
- 2016
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Ingår i: International Journal of Advertising. - : Informa UK Limited. - 0265-0487 .- 1759-3948. ; 35:2, s. 171-184
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Tidskriftsartikel (refereegranskat)abstract
- This research introduces attitude towards the endorsement as a mediating variable in the relationships between celebrity source and endorsement factors and brand attitude. It also includes perceived celebrity motive, a variable rarely studied in the previous literature, as an endorsement factor. In a survey study, respondents evaluated four celebrity endorsement campaigns. Mediation analyses show that attitude towards the endorsement mediates the effects of three variables on brand attitude; these variables are celebrity expertise, celebritybrand fit, and perceived celebrity motive. Moreover, results show that if consumers perceive that the celebrity was motivated to do the endorsement not only by money but also by product quality, this has a significant positive effect on attitude towards the brand.
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| 2. |
- Bergkvist, Lars, 1966-, et al.
(författare)
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Tailor-made single-item measuresof doubly concrete constructs
- 2009
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Ingår i: International Journal of Advertising. - : World Advertising Research Center. - 0265-0487 .- 1759-3948. ; 28:4, s. 607-621
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Tidskriftsartikel (refereegranskat)abstract
- The present study addresses how to measure three constructs commonly used in advertisingresearch, namely attitude towards the ad, brand attitude and brand purchase intention. The study replicates and extends Bergkvist and Rossiter's (2007) finding thatsingle-item measures are equally predictively valid as multiple-item measures of basic (doubly concrete - see Rossiter's 2002 C-OAR-SE procedure) constructs in marketing, namely AAd and ABrand. One extension is that the finding holds for free-standing, tailormadesingle-item measures, whereas the previous study establishes this result only for single-item measures extracted from multiple-item measures. Another extension is that single-item equivalence of predictive validity further holds for another widely employed dependent variable construct, PlBrand. The present study goes beyond Bergkvist and Rossiter's study in that it shows that items commonly used in multiple-item measures of AAd and ABrand vary in their predictive validity and that, in some cases, the differences are substantial. The main finding is the further empirical proof that multiple-item scales are unnecessary for validly measuring basic constructs.
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| 3. |
- Bergkvist, Lars, 1966-
(författare)
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The role of confidence in attitude–intention and beliefs–attitude relationships
- 2009
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Ingår i: International Journal of Advertising. - : Warc. - 0265-0487 .- 1759-3948. ; 28:5, s. 863-880
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Tidskriftsartikel (refereegranskat)abstract
- Confidence – how certain a consumer feels about his or her evaluation of a brand – is of interest to advertising researchers since it appears to be more susceptible to advertising exposure and repetition than other, more commonly used outcome variables, such as brand attitude and purchase intention. However, the role of confidence is not clear. A number of studies in marketing find that confidence predicts purchase intention, whereas other studies, mostly in psychology, find that confidence moderates attitude–intention or attitude–behaviour relationships. These differences in results may be the result of method differences, as the two groups of studies differ in several ways in their methodologies. The present study tests the role of confidence using data from four large sample internet advertising surveys and finds that confidence moderates the attitude–intention relationship. In addition, the study tests whether or not confidence moderates the belief–attitude relationship and finds that confidence moderates this relationship too.
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| 4. |
- Chohan, Raeesah, et al.
(författare)
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Perspectives : client–agency opportunism: how does it happen and what can we do about it?
- 2019
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Ingår i: International Journal of Advertising. - : Taylor & Francis. - 0265-0487 .- 1759-3948. ; 38:8, s. 1303-1312
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Tidskriftsartikel (refereegranskat)abstract
- While it is seldom spoken about openly, opportunism always prevails in client–agency relationships and could lead to their demise. This study directs attention to client–agency opportunism by describing how it happens and ends with a discussion on how today’s client–agency dynamics can be improved.
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| 5. |
- Colliander, Jonas, et al.
(författare)
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Twitter for two : Investigating the effects of tweeting with customers
- 2015
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Ingår i: International Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles / Wiley: No OnlineOpen. - 1759-3948 .- 0265-0487. ; 34:2, s. 181-194
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Tidskriftsartikel (refereegranskat)abstract
- This article highlights - and compares - the effects of communicating with customers on Twitter with either one-way communication or dialogue. In an experiment, the authors let randomly selected consumers follow real company twitters using one of the two strategies for one week and then compared their impressions of the companies compared to control groups. They found that while dialogue enhanced brand attitudes and purchase intentions, one-way communication did not. This effect can be explained, in part, by the increased effort and expense signaled by using dialogue. Implications for both researchers and practitioners are discussed.
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| 6. |
- Dahlén, Micael, et al.
(författare)
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Informing and transforming on the web: an empirical study of response to banner ads for functional and expressive products
- 2001
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Ingår i: International journal of advertising. - : Routledge. - 1759-3948 .- 0265-0487. ; 20:2, s. 189-205
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Tidskriftsartikel (refereegranskat)abstract
- This article examines the effectiveness of banner ads for functional and expressive products. The results from a large empirical study show that there are major differences between the performances of banner ads for the two product types. Banner ads can work as transporters of consumers to target ads and as ads in themselves with direct communication effects. The study indicates that banner ads work better as transporters to target ads for functional products, whereas banner ads for expressive products work better through ad impressions. It is also found that consumers who click on banner ads for expressive products tend to be greater users of and be more positively disposed towards the brand. The differences between consumers' responses to advertising for the two product types, conceptualised as informing and transforming on the web, are discussed.
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| 7. |
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| 8. |
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| 9. |
- Modig, Erik, et al.
(författare)
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Consumer-perceived signals of 'creative' versus 'efficient' advertising: Investigating the roles of expense and effort
- 2014
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Ingår i: International Journal of Advertising. - : World Advertising Research Center / Wiley. - 0265-0487 .- 0265-0487. ; 33:1, s. 137-154
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Tidskriftsartikel (refereegranskat)abstract
- The paper investigates the effects that consumer-perceived sender expense and effort might have on brand perceptions. More specifically, it extends the marketing signal literature to advertising by including both sender expense and effort, and by including both positive and negative effects. A quantitative analysis of 4,000 consumers’ perceptions of creativity award winning, effectiveness award winning and non-award winning advertisements finds that advertisements with higher-than-average perceived expense and effort have positive impacts on brand attitudes, brand interest and word-of-mouth (WOM), while advertisements with lower-than-average perceived expense have corresponding negative impacts.
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| 10. |
- Muldrow, Adrienne F., et al.
(författare)
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Diversity and inclusion in advertising research
- 2023
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Ingår i: International Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles / Wiley: No OnlineOpen. - 1759-3948 .- 0265-0487. ; 42:1, s. 52-59
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Tidskriftsartikel (refereegranskat)abstract
- Diversity in advertising research refers to the portrayal of people with distinct attributes in advertising, while inclusion refers to the valuation of their presence and perspectives in advertising. The most commonly investigated diversity attributes in advertising research are gender, ethnicity, sexual orientation, and age. Extant research indicates a mis- and underrepresentation of certain groups in society but shows that diverse and inclusive advertising can have favorable brand and social effects. Future research should include other diversity attributes (e.g., disabilities, gender identity, and religion), consider multiple diversity attributes and intersectionality, and include an advertiser perspective to understand why advertising sometimes is neither diverse nor inclusive. © 2022 The Author(s). Published by Informa UK Limited, trading as TaylorXX1Francis Group.
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