Following the fashionable friend: The power of social media: Weighing publicity effectiveness of blogs versus online magazines

J Colliander, M Dahlén - Journal of …, 2011 - journalofadvertisingresearch.com
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 …

The medium as a contextual cue: Effects of creative media choice

M Dahlén - Journal of advertising, 2005 - Taylor & Francis
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 …

A meta-analysis of when and how advertising creativity works

…, M Eisend, S Koslow, M Dahlen - Journal of …, 2020 - journals.sagepub.com
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 …

Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects

N Åkestam, S Rosengren, M Dahlen - Psychology & Marketing, 2017 - Wiley Online Library
This paper investigates the impact of femvertising (female empowerment advertising). More
specifically, it hypothesizes that femvertising (vs. traditional portrayals of females in …

[BOOK][B] Marketing communications: A brand narrative approach

M Dahlén, F Lange, T Smith - 2009 - books.google.com
… 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…

Advertising creativity matters

M Dahlén, S Rosengren, F Törn - Journal of …, 2008 - journalofadvertisingresearch.com
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 …

The consumer‐perceived value of non‐traditional media: effects of brand reputation, appropriateness and expense

M Dahlén, A Granlund, M Grenros - Journal of Consumer Marketing, 2009 - emerald.com
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 …

If advertising won't die, what will it be? Toward a working definition of advertising

M Dahlen, S Rosengren - Journal of Advertising, 2016 - Taylor & Francis
Answering recent calls for a new definition of advertising, we identify three dynamics—(new)
media and formats, (new) “consumer” behaviors, and extended effects of advertising—that …

[HTML][HTML] Gender stereotypes in advertising have negative cross-gender effects

N Åkestam, S Rosengren, M Dahlén… - European Journal of …, 2021 - emerald.com
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 …

Banner advertisements through a new lens

M Dahlén - Journal of advertising Research, 2001 - journalofadvertisingresearch.com
This article examines the impact of brand familiarity and internet user experience on banner-ad
effectiveness. The results from a large empirical study show that there are major …