This research highlights the importance of retailer-consumer identity congruence – the
match between the retail brand identity and the consumers’ identity. Retailers can leverage …

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on
consumers. This research tested whether effort (in terms of expense or creativity) yields similar …

Time and size are no longer fundamental to brand leverage, nor is a brand's reputation and
past performance. Consumer behaviour is changing rapidly as a result of the technological …

Purpose This paper aims to assess the impact of perceived effort related to packaging on
overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how …

People increasingly are in motion when exposed to advertising, which begs the question, “Are
moving consumers more influenced by advertising?” This article builds on grounded …

The purpose of this thesis is to investigate the effects of receiver context on advertising
effectiveness. More specifically, it extends the academic literature on the effects of the social …

In this paper we draw up the theoretical framework for an empirical study where we intend
to investigate the channel-‐effects a new retail concept has on the brand evaluations and …

… Angelica Blom, John Karsberg, Sara Rosengren and Nina Åkestam Show details for 4
authors …

… Nina Åkestam, John Karsberg, Sara Rosengren, Magnus Söderlund and Micael Dahlén
Show details for 5 authors …

… After the plenary talks, to set the stage for thematic dialog, brief keynote presentations by
practice leaders covered each of the eight themes: technology (John Hennessy, Elateral), …