Consumer-perceived signals of 'creative' versus 'efficient' advertising: Investigating the roles of expense and effort

Modig, ErikStockholm School of Economics,Handelshögskolan i Stockholm (författare)

LIBRIS-ID:oai:hhs.se:1155122940006056
https://research.hhs.se/esploro/outputs/journalArticle/Consumer-perceived-signals-of-creative-versus-efficient/991001480764906056URI
https://doi.org/10.2501/IJA-33-1-137-154DOI

The paper investigates the effects that consumer-perceived sender expense and effort might have on brand perceptions. More specifically, it extends the marketing signal literature to advertising by including both sender expense and effort, and by including both positive and negative effects. A quantitative analysis of 4,000 consumers’ perceptions of creativity award winning, effectiveness award winning and non-award winning advertisements finds that advertisements with higher-than-average perceived expense and effort have positive impacts on brand attitudes, brand interest and word-of-mouth (WOM), while advertisements with lower-than-average perceived expense have corresponding negative impacts.

Dahlén, MicaelStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)66@hhs.se (författare)
Colliander, JonasStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)1805@hhs.se (författare)
Handelshögskolan i StockholmStockholm School of Economics (creator_code:org_t)

Ingår i:International Journal of Advertising: World Advertising Research Center / Wiley33:1, s. 137-1540265-04870265-0487

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