| 1. |
- Rosengren, Sara, et al.
(författare)
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Brand-Slogan Matching in a Cluttered Environment
- 2006
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Ingår i: Journal of Marketing Communications. - : Informa UK Limited. - 1466-4445 .- 1352-7266. ; 12:4, s. 263-279
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- Slogans are generally considered to be useful in building brand equity. In today's cluttered environment, however, consumers often match slogans with brands other than the actual sponsoring brand. Still, research on slogans has mainly focused on slogan effects when the brand is given (for example, in controlled experiments). By using real slogans and brands, this study increases our understanding of how slogans work in the presence of several competing slogans and brands. It is found that mismatching of slogans and brands can be explained by the different memory processes used by consumers. The cued retrieval process generally leads to the correct brand being identified, whereas the constructive memory process is sensitive to memory distortions. However, constructive memory allows for a larger influence of the slogan on the brand than does cued retrieval. The study adds to research on slogans and on source identification. Suggestions on how to use slogans in a cluttered environment, such as creating annoying and irritating slogans or using variations of slogans, are given.
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| 2. |
- Dahlen, Micael, et al.
(författare)
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A disaster is contagious: How a brand in crisis affects other brands
- 2006
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Ingår i: Journal of advertising research. - : ADVERTISING RES FOUNDATION. - 1740-1909 .- 0021-8499. ; 46:4, s. 388-397
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Tidskriftsartikel (refereegranskat)abstract
- Negative publicity is increasing in frequency to become part of the everyday lives of consumers and everyday business of brands. Previous research reports several negative effects on the focal brand and tests strategies to cope with one's own brand crisis. But one question needs examining: how does a brand crisis affect the product category and competing brands? This article reports two studies showing that a brand crisis changes consumer perceptions and the game rules of the entire product category. The effects on competing brands differ depending on similarity to the brand in crisis. Implications for advertising, positioning, and tracking are reported in the study's findings.
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| 3. |
- Dahlén, Micael, et al.
(författare)
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Brands affect slogans affect brands? : Competitive interference, brand equity and the brand-slogan link
- 2005
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Ingår i: Journal of Brand Management. - : Palgrave Macmillan. - 1479-1803 .- 1350-231X. ; 12:3, s. 151-164
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- Brand slogans have been subject to much interest from both practitioners and researchers, the reason being that slogans may have positive effects on their brands. Previous research has mainly focused on the slogan effects when the brand is given (for example, in controlled experiments). Based on the fact that most brands face severe competitive interference, this paper tests the effects of correct and incorrect brand-slogan attribution on both slogan and brand evaluations in an empirical study. The results show that slogans may work as carriers of brand equity. Slogan learning is biased by the brand's equity so that slogans for strong brands are generally better liked than slogans for weak brands; however, by way of competitive interference, this equity may be incorrectly attributed to a competing brand. The authors investigate how the brand-slogan link differs between weak and strong brands and provide indications of how to avoid the negative effects and capitalise on the positive effects of competitive interference.
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| 4. |
- Dahlén, Micael, et al.
(författare)
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Could placing ads wrong be right? : Advertising effects of thematic incongruence
- 2008
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Ingår i: Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 0091-3367. ; 37:3, s. 57-67
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Tidskriftsartikel (refereegranskat)abstract
- This paper adds to the research on media-context effects with two experimental studies of thematic (in)congruence (i.e., advertising placed in media with themes that are either congruent or incongruent with the advertised brands). We hypothesize that by challenging expectations, placing ads in thematically incongruent media could enhance ad processing. Furthermore, employing theory on information incongruence, we hypothesize that thematic incongruence could enhance advertising evaluations and produce stronger perceptions of existing brand associations. The results support the hypotheses and suggest that effects are moderated by brand familiarity.
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| 5. |
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| 6. |
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| 7. |
- Dahlén, Micael, et al.
(författare)
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Optimal marknadskommunikation
- 2009
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Bok (övrigt vetenskapligt/konstnärligt)abstract
- Boken går igenom alla delar som man måste kunna för att planera effektiv marknadskommunikation. Den behandlar budgetering, målsättningar och målgruppsanalyser. Vidare ingår flera kapitel om varumärken och positionering. Boken ger ingående kunskaper om reklamplanering och reklamutformning, liksom om medievalsprocessen med schemaplanering och mediaval. Den innehåller också kapitel om alternativa kommunikationssätt som PR, CSR, opinionsbildning och säljfrämjande aktiviteter. Denna andra upplaga har genomgående uppdaterats både med ny forskning och nya exempel.
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| 8. |
- Dahlen, Micael
(författare)
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Returning to the website : an empirical study of advertising effectiveness and web visitor experience
- 2005
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Ingår i: International Journal of Internet Marketing and Advertising. - : Inderscience Enterprises Ltd. - 1741-8100 .- 1477-5212. ; 2:4, s. 307-320
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Tidskriftsartikel (refereegranskat)abstract
- Website visits have been shown to have positive effects on brand attitude and loyalty. This paper investigates the consequences of repeat visits to websites. It reports on a large empirical study that sheds light on the differences between experienced and new website visitors and between visitors with different levels of web usage experience. The study investigates the time and activity visitors spend on the website, their attitudes towards the site and the brand, and how visitors are affected by the website in their attitude towards the brand. The study adds to our understanding of the effects of loyalty and experience in general and of the developing field of web usage experience in particular. The results include several findings with important implications for web marketers.
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| 9. |
- Dahlén, Micael, et al.
(författare)
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The consumer-perceived value of non-traditional media: Effects of brand reputation, appropriateness and expense
- 2009
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Ingår i: Journal of Consumer Marketing. - : Emerald: 24 month embargo. - 0736-3761. ; 26:3, s. 155-163
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Tidskriftsartikel (refereegranskat)abstract
- Purpose The purpose of this paper is to test the consumer‐perceived value of non‐traditional media, and the moderating effects of brand reputation, appropriateness and expense. Design/methodology/approach The approach takes the form of an experimental study of six (real) campaigns, manipulating media type and brand reputation (with appropriateness and expense measured within subjects). Findings Non‐traditional media enhance consumer‐perceived value. The effects are greater for low‐ than for high‐reputation brands. High‐reputation brands are more sensitive to the appropriateness and expense of the marketing. Consumer‐perceived value leads to higher purchase and word‐of‐mouth intentions. Research limitations/implications The analysis of the mediating effects of consumer‐perceived value is exploratory and requires follow‐up. Being a first test of the effects of non‐traditional media, no discrimination was made between different types. This requires further attention. Practical implications The paper shows that non‐traditional media enhance the consumer‐perceived value of marketing, and suggests that consumer‐perceived value is important in generating purchase and word‐of‐mouth intentions. The approach also gives advice with respect to brand reputation, budget (expense) and appropriateness of marketing. Originality/value The paper is a first academic test of non‐traditional media/guerrilla marketing; it argues that marketing must generate consumer‐perceived value in order to be successful and finds support for this; and employs previously neglected (but highly current) variables such as appropriateness and expense. The paper is valuable in its high action‐orientation.
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