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- 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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- Dahlén, Micael, et al.
(författare)
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Following the fashionable friend : the power of social media - weighing publicity effectiveness of blogs versus online magazines
- 2011
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Ingår i: Journal of Advertising Research. - : World Advertising Research Center. - 0021-8499. ; 51:1, s. 313-320
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Tidskriftsartikel (refereegranskat)abstract
- This article investigates-and compares-the effects of brand publicity in social and 'traditional' digital media. In an analysis of consumer responses to identical brand publicity in seven popular blogs and seven popular online magazines, the authors found that blogs generated higher brand attitudes and purchase intentions. This effect can be explained, in part, by blogs' higher para-social interaction (PSI) with its users. They also found that-owing to that para-social interaction-publicity is more sensitive to user perceptions of the writers' credibility and relationship with the brand. Based on their findings, the authors provide implications and a new architecture for the media and marketing industries.
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