Article2014

Consumer-perceived signals of ‘creative’ versus ‘efficient’ advertising

Erik Modig · Micael Dahlén · Jonas Colliander

64 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

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.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1997Motivating Creativity in Organizations: On Doing What You Love and Loving What You Do 2000No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality 2003Return on Marketing: Using Customer Equity to Focus Marketing Strategy 2011Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites 2004The One Number You Need to Grow 2004What leaders need to know: A review of social and contextual factors that can foster or hinder creativity

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