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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

Think outside the ad : can advertising creativity benefit more than the advertiser?

Rosengren, Sara; Dahlén, Micael; Modig, Erik - In: Journal of advertising : official publication of the … 42 (2013) 4, pp. 320-330

Persistent link: https://www.econbiz.de/10010230068

Creative media choice as a marketing signal

Rosengren, Sara; Dahlén, Micael - In: Current insights and future trends : [extended versions …, (pp. 343-351). 2012

Persistent link: https://www.econbiz.de/10009748087

Can advertising creativity affect product perceptions and retailer evaluations?

Modig, Erik; Rosengren, Sara - In: The journal of product & brand management 23 (2014) 6, pp. 452-461

Persistent link: https://www.econbiz.de/10010429344

Advertising creativity matters

Dahlén, Micael; Rosengren, Sara; Törn, Fredrik - In: Journal of advertising research 48 (2008) 3, pp. 392-403

Persistent link: https://www.econbiz.de/10003768840

Store-window creativity's impact on shopper behavior

Lange, Fredrik; Rosengren, Sara; Blom, Angelica - In: Journal of business research : JBR 69 (2016) 3, pp. 1014-1021

Persistent link: https://www.econbiz.de/10011440070

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

A meta-analysis of when and how advertising creativity works

Rosengren, Sara; Eisend, Martin; Koslow, Scott; … - In: Journal of marketing 84 (2020) 6, pp. 39-56

Persistent link: https://www.econbiz.de/10012309677

Ad creativity in a negative context : how a thanking message frame enhances purchase intention in times of crisis

Demsar, Vlad; Sands, Sean; Rosengren, Sara; Campbell, … - In: Journal of retailing and consumer services 64 (2022), pp. 1-11

Persistent link: https://www.econbiz.de/10013209573