onr:"swepub:oai:hhs.se:1155127580006056"
Search: onr:"swepub:oai:hhs.se:1155127580006056" > The Effects of Sign...
- 1 of 1
- Previous record
- Next record
- To hitlist
The Effects of Signaling Monetary and Creative Effort in Ads: Advertising Effort Can Go a Long Way Influencing B2B Clients, Employees, and Investors
-
- Dahlén, Micael (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
-
- Rosengren, Sara (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
-
- Karsberg, John (author)
- H&M (SE)
- (creator_code:org_t)
- World Advertising Research Center, 2018
- 2018
- English.
- In: Journal of Advertising Research. - : World Advertising Research Center. - 0021-8499. ; 58:4, s. 433-442
- Journal article (peer-reviewed)
Abstract
Subject headings
Close
- 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.
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)
Find in a library
- Journal of Advertising Research (Search for host publication in LIBRIS)
To the university's database
- 1 of 1
- Previous record
- Next record
- To hitlist
Find more in SwePub
- By the author/editor
- Dahlén, Micael
- Rosengren, Sara
- Karsberg, John
- About the subject
-
- SOCIAL SCIENCES
- SOCIAL SCIENCES
- and Economics and Bu ...
- and Business Adminis ...
- Articles in the publication
- Journal of Adver ...
- By the university
- Stockholm School of Economics
Search outside SwePub
- Extend your search to:
- Google Book Search
- Google Scholar
Kungliga biblioteket hanterar dina personuppgifter i enlighet med EU:s dataskyddsförordning (2018), GDPR. Läs mer om hur det funkar här.
Så här hanterar KB dina uppgifter vid användning av denna tjänst.
- Copyright © LIBRIS - National Library Systems
- LIBRIS.kb.se
