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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
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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
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The "killer" ad : an assessment of advertising violence
Söderlund, Magnus; Dahlén, Micael - In: European journal of marketing : EJM 44 (2010) 11/12, pp. 1811-1838
Persistent link: https://www.econbiz.de/10008773201
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A taste of "Nextopia" : exploring consumer response to advertising for future products
Dahlén, Micael; Thorbjørnsen, Helge; Sjödin, Henrik - In: Journal of advertising : official publication of the … 40 (2011) 4, pp. 33-44
Persistent link: https://www.econbiz.de/10009491972
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The value of ambient communication from a consumer perspective
Rosengren, Sara; Modig, Erik; Dahlén, Micael - In: Journal of marketing communications 21 (2015) 1, pp. 20-32
Persistent link: https://www.econbiz.de/10010514630
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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
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Consumer-perceived signals of "creative" versus "efficient" advertising : investigating the roles of expense and effort
Modig, Erik; Dahlén, Micael; Colliander, Jonas - In: International journal of advertising : the quarterly … 33 (2014) 1, pp. 137-154
Persistent link: https://www.econbiz.de/10010256879
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Why the marketer's view matters as much as the message
Dahlén, Micael; Rosengren, Sara; Smith, Edith - In: Journal of advertising research 54 (2014) 3, pp. 304-312
Persistent link: https://www.econbiz.de/10010419818
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Exploring advertising equity : how a brand's past advertising may affect consumer willingness to approach its future ads
Rosengren, Sara; Dahlén, Micael - In: Journal of advertising : official publication of the … 44 (2015) 1, pp. 1-13
Persistent link: https://www.econbiz.de/10010503344
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Marketing on the web : empirical studies of advertising and promotion effectiveness
Dahlén, Micael - 2001
Persistent link: https://www.econbiz.de/10001582802