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Advertising creativity matters
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- Rosengren, Sara (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Dahlén, Micael (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Törn, Fredrik (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
- (creator_code:org_t)
- World Advertising Research Center, 2008
- 2008
- English.
- In: Journal of Advertising Research. - : World Advertising Research Center. - 0021-8499. ; 48:3, s. 392-403
- Journal article (peer-reviewed)
Abstract
Subject headings
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- 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.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Publication and Content Type
- art (subject category)
- ref (subject category)
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