| 1. |
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| 2. |
- 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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| 3. |
- Dahlén, Micael, et al.
(författare)
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The Effect of New Product Preannouncements on the Evaluation of Other Brand Products
- 2016
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Ingår i: Journal of Product Innovation Management. - : Wiley: 24 months. - 1540-5885 .- 0737-6782. ; 33:3, s. 342-355
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Tidskriftsartikel (refereegranskat)abstract
- Some firms preannounce new products long before they are actually available on the market. Previous research has investigated the effects of such new product preannouncements (NPPs) on consumer and competitor responses. This paper examines how NPPs affect consumers' construal of and preferences for the new product and, in turn, how these evaluations influence their preferences for the brands' other products. Specifically, the paper demonstrates that consumers' construal level of NPPs spills over to their construal of other products in the brand family, causing a positive, biased evaluation of these products. Three experimental studies reveal that the mere information about an NPP can shift evaluation of currently available brand products in a positive direction through construal-level spillover and increased perceptions of similarity. The studies contrast NPPs to new product announcements (NPAs) and consistently find more positive results for the former. Moreover, the studies find that product newness has a moderating effect on the results, such that the positive spillover effects are more pronounced for really new products than for incrementally new products. The results also show that the effects are contingent on the credibility of the NPP: If consumers do not consider the NPPs credible, no positive spillover effects will materialize. Finally, the studies demonstrate that the positive evaluative spillover is specific to the products in the brand family and does not affect consumers' perceptions or choice of competitor products. Consumers actually rate the competing brand's remaining products lower when the focal brand engages in NPPs. The study has important implications for managers regarding how to use NPPs to influence consumers' construal and evaluations of brand products.
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| 4. |
- Dahlén, Micael, et al.
(författare)
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The Effects of Signaling Monetary and Creative Effort in Ads: Advertising Effort Can Go a Long Way Influencing B2B Clients, Employees, and Investors
- 2018
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Ingår i: Journal of Advertising Research. - : World Advertising Research Center. - 0021-8499. ; 58:4, s. 433-442
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Tidskriftsartikel (refereegranskat)abstract
- Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers. This research tested whether effort (in terms of expense or creativity) yields similar effects in business-to-business, recruitment, and investor contexts. The results of four studies indicate that this may be the case, suggesting that advertiser effort goes a long way. This article also extends the literature on advertiser effort by showing that the presumed influence on consumers is an important mediator of its effects. Perceived expense or creativity in advertising conveys soft information about a brand, which will have an impact on how it is perceived.
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| 5. |
- Dahlén, Micael, et al.
(författare)
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Think about it – can portrayals of homosexuality in advertising prime consumer-perceived social connectedness and empathy?
- 2017
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Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566. ; 51:1, s. 82-98
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Tidskriftsartikel (refereegranskat)abstract
- This paper aims to investigate whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy. Design/methodology/approach: In three experimental studies, the effects of advertising portrayals of homosexuality were compared to advertising portrayals of heterosexuality. Study 1 uses a thought-listing exercise to explore whether portrayals of homosexuality (vs heterosexuality) can evoke more other-related thoughts and whether such portrayals affect consumer-perceived social connectedness and empathy. Study 2 replicates the findings while introducing attitudes toward homosexuality as a boundary condition and measuring traditional advertising effects. Study 3 replicates the findings while controlling for gender, perceived similarity and targetedness. Findings: The results show that portrayals of homosexuality in advertising can prime consumers to think about other people, thereby affecting them socially. In line with previous studies of portrayals of homosexuality in advertising, these effects are moderated by attitudes toward homosexuality. Research limitations/implications: This paper adds to a growing body of literature on the potentially positive extended effects of advertising. They also challenge some of the previous findings regarding homosexuality in advertising. Practical implications: The finding that portrayals of homosexuality in advertising can (at least, temporarily) affect consumers socially in terms of social connectedness and empathy should encourage marketers to explore the possibilities of creating advertising that benefits consumers and brands alike. Originality/value: The paper challenges the idea that the extended effects of advertising have to be negative. By showing how portrayals of homosexuality can increase social connectedness and empathy, it adds to the discussion of the advantages and disadvantages of advertising on a societal level.
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| 6. |
- Holmqvist, Jonas, et al.
(författare)
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The Language Backfire Effect: How Frontline Employees Decrease Customer Satisfaction through Language Use
- 2019
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Ingår i: Journal of Retailing. - : Elsevier. - 0022-4359. ; 95:2, s. 115-129
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Tidskriftsartikel (refereegranskat)abstract
- Extant marketing research holds that customers prefer frontline personnel to speak the customers’ first language. Furthermore, current managerial practices instruct frontline employees to either use the customers’ first language or, in international settings, to use English. Through five studies in different retail and service contexts, we identify situations where the opposite is true. The results of the first two studies suggest that if customers initiate contact in a second language, the frontline employee's switch to the customer's first language constitutes an identity threat leading customers to feel less satisfied; an effect we term the language backfire effect. Our third study extends these results to a domestic context to test for the impact of linguistic acculturation on how immigrant customers perceive frontline employees’ language switch. The fourth study replicates the findings in a real-life retail context. These results present a paradox for marketing research: although frontline employees switch to customers’ first language to accommodate them, these actions might not have the desired consequences. Having identified and described the problem of the language backfire effect, our final study introduces and verifies a managerially actionable solution: combining the language switch with a language proficiency compliment offsets the language backfire effect.
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| 7. |
- Rauwers, Fabiënne, et al.
(författare)
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The impact of creative media advertising on consumer responses : Two field experiments
- 2018
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Ingår i: International Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles / Wiley: No OnlineOpen. - 0265-0487 .- 0265-0487 .- 1759-3948. ; 37:5, s. 749-768
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Tidskriftsartikel (refereegranskat)abstract
- Creative media (CM) advertising is an advertising strategy wherein a non-traditional medium is creatively used for advertising purposes. This novel advertising strategy is gaining marketers' interest; however, little is known about its persuasive effects on consumers' cognitive, affective and behavioural responses and the processes that underlie them. Therefore, to convey a genuine experience to consumers, two field experiments with a one-factor (advertising type: creative vs. traditional) between-subjects design were conducted within a supermarket context. Results showed that creative (vs. traditional) media ads not only improve consumers' affective and behavioural responses but also consumers' cognitive responses. Even though no mediations were found through perceived surprise or perceived persuasive intent, results do provide evidence for the notion that perceived humor and perceived value are the underlying mechanisms through which affective and behavioural responses to creative media advertising can be explained.
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| 8. |
- Rosengren, Sara, et al.
(författare)
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Exploring advertising equity: How a brand's past advertising may affect consumer willingness to approach its future ads
- 2015
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Ingår i: Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 0091-3367 .- 1557-7805. ; 44:1, s. 1-13
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Tidskriftsartikel (refereegranskat)abstract
- This article introduces "advertising equity" to denote consumers' cumulative perceptions of the global value of a brand's past advertising. In five empirical studies we show that advertising equity is a distinct facet of brand equity, not fully captured by established measures of brand equity in terms of brand communication effects and brand loyalty. What is more, advertising equity is found to affect consumer willingness to voluntarily approach advertising for a brand. The findings indicate that advertising equity captures an aspect of brand equity which has not yet been studied and that further research to better capture the concept and its effects is warranted. We conclude by discussing potential implications of advertising equity in terms of advertising budgeting and forecasting, pretesting and evaluations of advertising, as well as negotiating media and co-branding partnerships.
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| 9. |
- Rosengren, Sara, et al.
(författare)
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If Advertising Won't Die, What Will It Be? Toward a Working Definition of Advertising
- 2016
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Ingår i: Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 0091-3367 .- 1557-7805. ; , s. 334-345
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Tidskriftsartikel (refereegranskat)abstract
- Answering recent calls for a new definition of advertising, we identify three dynamics—(new) media and formats, (new) “consumer” behaviors, and extended effects of advertising—that drive the evolution of advertising. Based on these, and a survey of advertising academics and professionals, we formulate an updated working definition of advertising as “brand-initiated communication intent on impacting people.
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| 10. |
- Rosengren, Sara, et al.
(författare)
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The value of ambient communication from a consumer perspective
- 2015
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Ingår i: Journal of Marketing Communications. - : Informa UK Limited. - 1466-4445 .- 1352-7266. ; 21:1, s. 20-32
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Tidskriftsartikel (refereegranskat)abstract
- Ambient communication, in which nontraditional media are creatively employed to implicitly communicate a target message, is increasingly popular. Advertising on eggs, elevator panels, and public fountains are all real-life examples of this. In the present study we investigate the value of ambient communication from a consumer perspective. More specifically, we argue that advertising communicated through congruent nontraditional (ambient) media enhance consumer perception of advertising value compared to advertising placed in traditional or incongruent nontraditional (non-ambient) media. We also argue that ambient ad placements are seen as a sign that the brand cares about consumers. The results of an experimental study support our logic; to fulfill its potential advertising in nontraditional media needs to be aligned with the message being communicated. When this is the case, ambient communications help create equitable exchanges between consumers and brands as indicated by positive effects on perceptions of advertising value and consumer care.
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