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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

Let’s be strange: brand familiarity and ad‐brand incongruency

Lange, Fredrik; Dahlén, Micael - In: Journal of Product & Brand Management 12 (2003) 7, pp. 449-461

Reports on an experimental study where the effects of ad‐brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in...

Persistent link: https://www.econbiz.de/10014895777

Marketing on the web : empirical studies of advertising and promotion effectiveness

Dahlén, Micael - 2001

Persistent link: https://www.econbiz.de/10001582802

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

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

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

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

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

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

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