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Can advertising creativity affect product perceptions and retailer evaluations?

Modig, Erik; Rosengren, Sara - In: Journal of Product & Brand Management 23 (2014) 6, pp. 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. Study 1 shows the impact of creativity...

Persistent link: https://www.econbiz.de/10014897026

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; Rosengren, Sara; Karsberg, John - In: Journal of advertising research 58 (2018) 4, pp. 433-442

Persistent link: https://www.econbiz.de/10011966606

Advertising "on the go" : are consumers in motion more influenced by ads? : why advertisers should consider consumers' physical activity when planning ad campaigns

Dahlén, Micael; Karsberg, John; Sagfossen, Sofie; … - In: Journal of advertising research 60 (2020) 4, pp. 417-425

Persistent link: https://www.econbiz.de/10012495770

How the eyes connect to the heart : the influence of eye gaze direction on advertising effectiveness

To, Rita Ngoc; Patrick, Vanessa M. - In: Journal of consumer research : JCR ; an … 48 (2021) 1, pp. 123-146

Persistent link: https://www.econbiz.de/10012594298

The effects of price-comparison advertising on buyers' perceptions of acquisition value and transaction value

Grewal, Dhruv; Monroe, Kent B.; Krishnan, Rajaram - 1996

Persistent link: https://www.econbiz.de/10000948545

Consumers' response to commercials : when the energy level in the commercial conflicts with the media context

Puccinelli, Nancy M.; Wilcox, Keith; Grewal, Dhruv - In: Journal of marketing 79 (2015) 2, pp. 1-18

Persistent link: https://www.econbiz.de/10010507913

Mobile advertising : a framework and research agenda

Grewal, Dhruv; Bart, Yakov; Spann, Martin; Zubcsek, … - In: Journal of interactive marketing : a quarterly … 34 (2016), pp. 3-14

Persistent link: https://www.econbiz.de/10011489406

Patterns in motion : how visual patterns in ads affect product evaluations

Farace, Stefania; Roggeveen, Anne; Ordenes, Francisco … - In: Journal of advertising 49 (2020) 1, pp. 3-17

Persistent link: https://www.econbiz.de/10012201574

Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?

Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of international business studies : JIBS ; an … 50 (2019) 3, pp. 295-317

Persistent link: https://www.econbiz.de/10012006997

Categorical versus dimensional thinking : improving anti-stigma campaigns by matching health message frames and implicit worldviews

Meyer, Jan-Hinrich; Ruyter, Ko de; Grewal, Dhruv; … - In: Journal of the Academy of Marketing Science 48 (2020) 2, pp. 222-245

Persistent link: https://www.econbiz.de/10012290947