This article investigates—and compares—the effects of brand publicity in social and “traditional”
digital media. In an analysis of consumer responses to identical brand publicity in seven …

Boken Optimal marknadskommunikation är uppdelad i fyra delar som täcker alla viktiga
områden inom marknadskommunikation:-Marknadskommunikationens grunder-Målsättning och …

This paper adds to the research on media-context effects with a study of creative media
choice (ie, creatively choosing a medium to implicitly communicate the message). In an …

Although creativity is often considered a key success factor in advertising, the marketing
literature lacks a systematic empirical account of when and how advertising creativity works. The …

This paper investigates the impact of femvertising (female empowerment advertising). More
specifically, it hypothesizes that femvertising (vs. traditional portrayals of females in …

Could “wasteful” advertising creativity that does not add to the functionality of the advertisement
(ie, it neither enhances recall and liking of the advertising, nor increases comprehension …

… Micael Dahlén is Professor in Marketing with a particular interest in creativity – in
business, … Micael Dahlén is the corresponding author and can be contacted at: micael.dahlen@hhs.se …

… The right of Micael Dahlén, Fredrik Lange and Terry Smith to be identified as the authors of
this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988…

Hur kan grapefruktjuice smaka apelsinjuice? Varför är man lyckligare före giftermålet än
efter? Hur kan iPhone utses till världens bästa telefon innan den nått handeln? Varför satsar …

Purpose This paper aims to investigate cross-gender effects of gender stereotypes in
advertising. More specifically, it proposes that the negative effects found in studies of women’s …