Quantifying the Advertising-Creativity Assessments of Consumers Versus Advertising Professionals

Autor: Erik Modig, Micael Dahlén

Publikováno v: Journal of Advertising Research. 60:324-336

Research has shown the importance of advertising professionals9 creativity assessments in achieving desired consumer responses. Consumers also assess the level of creativity in the advertisements they encounter, however, and their subjective creativi

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::7393298ab45b8a3ca2c685a4eedcb16a
https://doi.org/10.2501/jar-2019-009

The allure of the bottle as a package: an assessment of perceived effort in a packaging context

Autor: Stefan Szugalski, Karina T. Liljedal, Sara Rosengren, Erik Modig, Nina Åkestam, Jonas Colliander, Sofie Sagfossen, Magnus Söderlund, John Karsberg

Publikováno v: Journal of Product & Brand Management. 26:91-100

Purpose This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to c

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::3f126b4cc4377b9fa21cd2f17c9077e6
https://doi.org/10.1108/jpbm-12-2015-1065

The social media balancing act:Testing the use of a balanced self-presentation strategy for politicians using Twitter

Autor: Erik Modig, Jenny Madestam, Ben Marder, Lena Lid Falkman, Jonas Colliander, Sofie Sagfossen

Publikováno v: Colliander, J, Marder, B, Falkman, L L, Madestam, J, Modig, E & Sagfossen, S 2017, ' The social media balancing act : Testing the use of a balanced self-presentation strategy for politicians using Twitter ', Computers in Human Behavior, vol. 74, pp. 277-285 . https://doi.org/10.1016/j.chb.2017.04.042

Politicians' clear separation between their professional and private lives has been challenged by a growing need to be seen as personable, especially on social media where this is the norm. Little, however, is known about the effect on a political pa

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::5cbe70f16dd3d1f5d0b482e5da75cb8e
https://hdl.handle.net/20.500.11820/5bbcb27b-5687-4e7e-b405-2cc9be1060b5

Can advertising creativity affect product perceptions and retailer evaluations?

Autor: Erik Modig, Sara Rosengren

Publikováno v: Journal of Product & Brand Management. 23:452-461

Purpose – This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention. Design/methodology/approach – Two experimental studies were conducted

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::61e80bd411dfa67495b1ddc8e00147bb
https://doi.org/10.1108/jpbm-06-2014-0651

Think Outside the Ad: Can Advertising Creativity Benefit More Than the Advertiser?

Autor: Erik Modig, Sara Rosengren, Micael Dahlén

Publikováno v: Journal of Advertising. 42:320-330

This paper adds to the literature on advertising creativity as well as the growing body of research on unintended effects of advertising. In three experimental studies we "think outside the ad" and ...

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::f7ac472f46c8fdbdd38b33d9e0387fcc
https://doi.org/10.1080/00913367.2013.795122