| 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. |
- 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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| 3. |
- 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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| 4. |
- Rosengren, Sara, et al.
(författare)
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Advertising creativity matters
- 2008
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Ingår i: Journal of Advertising Research. - : World Advertising Research Center. - 0021-8499. ; 48:3, s. 392-403
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Tidskriftsartikel (refereegranskat)abstract
- Could "wasteful" advertising creativity that does not add to the functionality of the advertisement (i.e., it neither enhances recall and liking of the advertising, nor increases comprehension and persuasiveness of the communicated message) be useful? An experimental study shows that it can. By signaling greater effort on behalf of the advertiser and a greater ability of the brand, advertising creativity enhances both brand interest and perceived brand quality. The effects are mediated by consumer-perceived creativity, suggesting that consumers are important judges of creativity. Bringing advertising creativity into new light, the results provide implications for the development, measurement, and positioning of creative advertising.
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| 5. |
- Rosengren, Sara
(författare)
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Facing clutter : on message competition in marketing communications
- 2008
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Could you tell me how many marketing messages you've seen or heard since you woke up this morning? Probably the answer is no. Messages stemming from advertising, promotions, PR, direct marketing, and salesmen are everywhere. We encounter them on our way to work, in newspapers and magazines, stores and restaurants, when watching our favorite sports, looking out of an airplane window, or even while socializing with friends. As a consumer, it is impossible to keep track of everything marketers are trying to tell us. This abundance of marketing messages is often referred to as clutter. Clutter makes consumers less likely to pay attention to marketing messages. What is more, clutter breeds avoidance behavior and skepticism, which makes consumers more likely to actively resist marketing messages. This thesis sets out to further our understanding of marketing communications in a cluttered environment. The thesis comprises five articles in which issues of clutter are empirically investigated. Specifically, conventional wisdoms regarding slogans, media choice, and PR are put to test in more ecologically valid settings than what has been used in previous research. By including these settings, our understanding of marketing communications in the presence of competing messages is improved. Whereas clutter to date is mostly considered a challenge for advertising, the thesis broadens the perspective by showing that clutter is a challenge to, and consequence of, all types of marketing communications. By offering a framework for understanding clutter, the thesis provides support for marketers trying to make sense of message competition and what it means for their marketing communications. It also provides ideas of how to face the clutter challenge or even benefit from it.
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| 6. |
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| 7. |
- Rosengren, Sara
(författare)
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Publicity vs. Advertising in a Cluttered Environment : Effects on Attention and Brand Identification
- 2008
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Ingår i: Journal of Current Issues and Research in Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 2164-7313 .- 1064-1734. ; 30:2, s. 27-35
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Tidskriftsartikel (refereegranskat)abstract
- The cluttered environment of most marketing communications poses a major challenge. PR is often suggested to break through clutter in a way that advertising does not; by being part of the editorial content, publicity should get more attention than comparable ads. Based on advertising clutter research, we argue that advertising will have an advantage over publicity in gaining attention and ensuring brand identification. An empirical study of publicity and advertising embedded in actual newspapers is presented in support of this argument. Additional studies and better PR evaluation practices are called for, and implications for familiar and unfamiliar brands are discussed.
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| 8. |
- Söderlund, Magnus, et al.
(författare)
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Revisiting the smiling service worker and customer satisfaction
- 2008
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Ingår i: International Journal of Service Industry Management. - : Emerald. - 0956-4233. ; 19:5, s. 552-574
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to examine if the service worker’s display of smiles in the service encounter has an effect on customer satisfaction. Design/methodology/approach – An experimental design was used in which participants (N ¼ 220) were randomly allocated to one of four service encounters. Two variables were manipulated; the service worker with whom the participant interacted had either a neutral facial expression or a smiling facial expression, and the service worker was either male or female. Findings – The smiling service worker produced a higher level of customer satisfaction than the neutral service worker, regardless of the sex of the service worker (and the sex of the participant). In addition, the results indicate that this outcome involved both emotional contagion and affect infusion. Originality/value – This paper extends the service literature’s discourse on the impact of the service worker’s smile behavior on customer satisfaction by including intermediate variables such as appraisals, emotions, and the attitude toward the service worker.
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