| 1. |
- Rosengren, Sara, et al.
(författare)
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How organizational identification among retail employees is affected by advertising
- 2017
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier BV. - 0969-6989 .- 1873-1384. ; 38, s. 204-209
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Tidskriftsartikel (refereegranskat)abstract
- This paper investigates whether the organizational identification among retailer employees can be influenced by advertising aimed at consumers. The results of an experimental study of employees at a large grocery retailer show a positive impact of advertising exposure on organizational identification. Employee perceptions of advertising effectiveness (and not their feelings of pride with regards to the advertising) are found to explain this effect. The results suggest that advertising can serve an important human resource role tool by helping retailers build organizational identification amongst its employees. Further managerial implications are discussed in the paper.
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| 2. |
- Hernant, Mikael, et al.
(författare)
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Now what? : Evaluating the sales effects of introducing an online store
- 2017
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier. - 0969-6989 .- 1873-1384. ; 39, s. 305-313
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Tidskriftsartikel (refereegranskat)abstract
- This study creates a framework for evaluating the sales impact of adding an online channel to an existing network of physical stores. Using a unique database consisting of pooled customer data from a Swedish retailer's online and offline stores, it investigates the purchase behavior of customers before and after the introduction of an online channel. The data overcome a crucial obstacle present in previous studies in that they permit matching of individual-level customer data for both online and offline behavior. The results show significant and substantial effects of online channel introduction on customer acquisition as well as on cannibalization of physical stores.
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| 3. |
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| 4. |
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Advances in Advertising Research X: Multiple Touchpoints in Brand Communication
- 2019
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Samlingsverk (redaktörskap) (övrigt vetenskapligt/konstnärligt)abstract
- This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.
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| 5. |
- Baines, Paul, et al.
(författare)
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Marketing
- 2019. - 5
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Bok (övrigt vetenskapligt/konstnärligt)
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| 6. |
- Baines, Paul, et al.
(författare)
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Marketing
- 2017. - 4th edition
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Bok (övrigt vetenskapligt/konstnärligt)abstract
- The theories. The relevance. The reality. The complete package of book and online resources to explain and illustrate how marketing really works.The connection between marketing theory and practice is made explicit throughout, with integrated examples and market insights, featuring companies such as Porsche, Facebook, and L'Oreal.Chapter opening case insights, enhanced by online video interviews with marketing specialists from the companies features, pose real-life marketing dilemmas and show students first-hand how marketing practitioners approach real-world problems.Marketing practice is presented in a global context, including discussions of advertising in the Middle East, Soberana marketing in Panama, and LEGO's expansion into emerging markets.Presents students with the latest advances in technology and social media, and the innovative ways these tools can be used in marketing.Regular links to seminal papers help students to take their learning further and introduce them to classic and contemporary influential contributions.Review and discussion questions at the end of every chapter consolidate learning, and encourage readers to adopt a critical perspective on the concepts discussed.Accompanied by the most extensive online support package available, including tips and information on skills, as well as a variety of internet activities and multiple-choice questions for students, and test bank of multiple choice and assessment questions for lecturers.A brand new online learning and assessment tool, Dashboard, makes this a complete solution for teaching and learning marketing. The Dashboard course offers a test bank of over 700 ready-to-use questions, tailored specifically to this text, which can be automatically graded to cut down time spent on marking.
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| 7. |
- 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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| 8. |
- 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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